Britain's Bestselling Toys

A fun, nostalgic exploration of toys through the last five decades with celebrity reminiscence and psychological analysis of the fashion, graphics, packaging, trends, technology and behaviours surrounding the world of toys.

Our art direction included a high gloss and polished aesthetic with super real materials & textures contrasted with high drama/high comedy motion, cinematic lighting and bespoke graphic and packaging designed specifically for each decade and character.

Each decade from the 1970s to 2010s had a distinct environment, packaging and graphics inspired by the quintessential characteristics of the age, from bright bold repeat patterns to Y2K day glo.

Number countdown characters were created as archetypical depictions of toys, from fluffy monsters and remote control cars to transforming robots, superheros and dinosaurs, each character burst out of their box on through their scene in a unique pattern that indicated their position in the chart in addition to their characters instinctive behaviour.

The main title sequence was inspired by childhood visits to massive toy stores and shot from the perspective of a child in a world of giant toys aisles, filled with row after row of toys, with oversized robots and teddies welcoming us, recalling that rush of excitement when entering a Narnia-like world made with young imaginations in mind.

The final animation was shown on Channel 4 primetime on New Year’s Eve 2020 to 1.2million viewers.