We saw Dr. Wrong as a chance for us to play, testing out our ideas with 3D renderings and 3D-printed prototypes. A simple pill-shaped body became the base for all kinds of customizable appendages: eyes, arms, wings, claws. Think of it as DIY mutations.
Our designers and illustrators could hardly contain themselves. Soon there was a whole island full of whimsical characters and places to explore.
The toy had to be as much fun on the shelf as it was out of the box. We created a modular packaging system and in-store experience that literally spilled out onto the floor. The graphic nature of the characters easily extended into digital games and a character-building app that transports you to Dr. Wrong's island lab.
Dr. Wrong and friends tapped the whole spectrum of our team's capabilities,
not to mention our demented imaginations.