Based in Leeds, Analogue has created the brand identity and packaging for a new line of toys called Half-Shell Heroes – an extension of the network's hit "Teenage Mutant Ninja Turtles" brand.
The launch of the new TMNT toys will co-incide with Nickelodeon Movies' new "Teenage Mutant Ninja Turtles" movie hitting theaters across the USA on Friday 8th August 2014, followed by its UK release later this year on Friday 17th October 2014.
The agency, founded in 2005 by creative director Barry Darnell, has worked alongside Nickelodeon's New York office and global toy distributor, Playmates, to bring the new adaptation of the "Teenage Mutant Ninja Turtles" to life.
Following the successful completion of other global packaging design projects for Nickelodeon Europe, Analogue was appointed by the creative division of the company's New York office to oversee the creation of the packaging for Half-Shell Heroes, which made their debut at the prestigious New York Toy Fair in February 2014.
The hand-crafted product packaging and typography has been designed to appeal to the brand's 'pre-cool' target audience of three to five year olds, and maximise the visual impact of the toys on shelves in store across the globe.
Barry said: "Having grown up with "Teenage Mutant Ninja Turtles", it was a privilege to be a part of creating the branding for the latest addition to the Turtles line-up."
"Nickelodeon and Playmates wanted Half-Shell Heroes to be the little brother of the current toy range, so that it felt like part of the same family but still had a unique appeal."
"We created a bold 'manhole cover' identity as well as typography for the packaging that takes its cues from the turtle's hands and feet – meaning that it is still recognisable as part of the Turtles family."
"The overall aesthetic of Half-Shell Heroes uses complementing styles of grunge and high gloss to ensure that it appeals to Nickelodeon's target age range of three to five year olds."
The agency recently completed the global merchandise and packaging guidelines for Nickelodeon's world-famous children's character "SpongeBob SquarePants", a brand worth $6 billion annually, as well as re-designing a packaging range for Beatrix Potter's "Peter Rabbit", following a successful re-launch of the iconic children's character by Nickelodeon USA in 2012.
As well as its focus on youth brands, Analogue has a strong design presence in the leisure and hospitality sectors.
The agency recently completed a re-design of the branding and collateral for restaurant chain Pizza Express, in preparation for the opening of the chain's 500th restaurant in Beijing.
You can find out more information about Analogue and their design work, plus view rough sketches and concept designs, on their official website, MadeByAnalogue.co.uk.
With Half-Shell Heroes, kids as young as three can join in non-stop ninja fun. The all-new Heroes In a Half-Shell sub-brand segment includes action figures, vehicles and playsets, sized just right for preschool hands. It allows little ones to enjoy open-ended imaginative play with the "Teenage Mutant Ninja Turtles" heroes and mutants. The toy line includes an assortment of 2.5" action figures, including Leo with Luge, Mikey with Skateboard and Raph with Mini Cycle. Also featured is the Shellraiser, the Turtles' infamous group vehicle packed with action features; Secret Sewer HQ Playset with Mikey and Splinter, which allows little ones to engage in endless ninja play; and Mega Mutant Leonardo, which permits kids to practice ninja training with Leonardo as they control his ninja kicks and chops.
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