Argos implements Chad Valley rebrand

After 150 years, the retailer is giving its exclusive toy range a refresh as a 'catalyst' for future brand activity.
Author:
Publish date:
00chad.jpg

Argos is updating its 150-year-old Chad Valley range with a fresh look at the brand’s identity.

As part of the initiative to revitalise its exclusive collection, the retailer now aims to position the toys as a ‘real place and a destination for imaginative play.’

Chad Valley has seventeen different worlds, allowing the brand to showcase its range of toys.

According to The Drum, Argos is working with brand design consultancy firm, Elmwood to realise the concept.

Dinosaur toys will now reside in the brand’s Jurassic Dinoland, vehicles in Motor City and Chad Valley dolls will inhabit Dolls World.

Each world will feature illustrations, designed with flexibility to be used across the product portfolio.

As part of the move, Argos will also launch a dedicated Chad Valley webshop within the Argos website and will celebrate the rebrand with an augmented reality catalogue page and an in-store pop-up stand.

Rob Quartermain, Argos senior brand manager has said that the new identity will act as a catalyst for future brand activity.

Related

10_chad-valley-210.jpg

BRAND FOCUS: Chad Valley

Chad Valley is the third biggest toy brand in the UK, having generated £430 million in sales last year alone. Argos execs tell Dominic Sacco about growing the brand...

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.