The Toy Mission

In Denmark, millions of perfectly usable toys lie unused in people’s cupboards, carports and lofts or dumped at the local garbage depot.
This is not only bad for the environment, but it’s also a poor way to treat a loyal toy.
That’s why Hamleys – the world’s oldest toy store launched the long term CSR project:
“The Toy Mission”. A digital orphanage for the world’s unused toys. A non-profit utility where people can meet their perfect playmate.
The logo for The Toy Mission was Sad Toy – An icon for the long forgotten toy in your basement.

Limited edition collectors toy

To create awareness around The Toy Mission, we released a limited edition red version of the Missions icon – Sad Toy.
The limited edition Sad Toy was distributed in a unique and hand crafted packaging which was designed to capture
and enhance the experience of discovering a long forgotten toy in the basement.
This helped create sympathy for The Toy Mission and underlined the total experience of receiving the limited edition Sad Toy.

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