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.
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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.

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