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GOAL

Client

The company operates its own production facilities and is exploring new B2B directions, including the development of promotional products for major retail chains

ROXY KIDS is a company producing products for newborns
and mothers.

To develop a visual concept for a collectible promotional set for the retail chain Perekrestok in collaboration with the Smeshariki brand — inspired by campaigns like Mini-Lenta and Kinder Surprise.

SOLUTION

The packaging is not labeled — a random character is inside.
This creates a surprise effect and increases interest in collecting
the entire series.

We developed a modular construction consisting of three elements: the figurine body, a removable stand, and a loop attachment. The toy can be placed on a shelf or worn as a keychain.

Inside the package: the figurine, a stand, a cord, an instruction sheet, a character sticker, and a separate face sticker that needs to be applied to the toy’s body.

A compact transforming toy (~5×3 cm) that can be easily assembled in three steps.

Tilda Publishing

This creates a moment of joy where the brand naturally becomes part of the experience — the toy integrates into everyday life and encourages collecting the entire series.

The interaction scenario is simple and intuitive: a child receives the pack, opens it, assembles the figurine, and attaches it to a backpack.

The format reinforces the sense of surprise — the character inside is revealed only after opening.

The packaging is designed in a blind bag format — opaque, measuring 10×6 cm. The compact size makes it convenient for distribution at the checkout counter, while the design visually supports the collection.

RESULTS

If needed, the format can be adapted for other characters, franchises, or retail chains — making the solution suitable for B2B proposals and new promotional campaigns.

The construction was designed with mass production in mind: a limited number of parts, simple assembly, and a stable form factor. The solution is easy to scale and adapt to specific manufacturing requirements.

All elements are integrated into a cohesive system — from character design to the interaction format — everything needed to launch a promotional product in retail.

A visual concept for the promotional set was developed: the character lineup, figurine construction, packaging, and visual presentation.

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