Duffy & Partners has updated Fisher-Price's identity, overhauling its brand colour scheme in favour of a slightly retro, almost 1970s-style colour scheme and more prominent use of photography rather than cutesy characters.

Duffy has created a new brand identity, brand language, packaging system, point of sale materials and collateral – though the traditional logo remains.

Duffy’s design for Fisher-Price is designed to "create a clear and cohesive message that encompasses over 3,000 products sold across the world" that's based around a new logotype (above).

The new identity covers Fisher-Price's entire range: from pre-natal and infant gear to toys for infants and preschoolers. The new packaging will be available in 30 different countries and translated into 10 languages.

Duffy's new identity for Fisher Price has also been rolled out onto the company's website.