Toddler Puzzles

Giving a timeless play pattern a fresh look

project developed for Hape

Fresh characters,
familiar play

Wooden puzzles are a timeless toddler must-have, so the goal was not to reinvent the play experience, but to bring its visual language up to date.

New illustrations, fresher colour palettes and more engaging compositions give each puzzle a stronger sense of character and storytelling, creating a more contemporary and cohesive range around the same simple and familiar play pattern.

Updating the look of a long-standing toddler essential

Our contribution

Research

Icon of a magnifying glass over a beige circular background

Strategy

A simple illustration of a light bulb with a yellow background.

Concept

Line drawing of a pencil and a circular icon with a dotted outline on a light gray background.

Identity

Design

Illustration of gears, one big and one small, on a peach-colored circular background

Development

Line drawing of a cube with a circular background and small lines around the top, suggesting motion or emphasis.

Communication

Blocks Puzzles

The range was refreshed around two themes: farm animals and wild animals, replacing the previous jungle theme to introduce a wider variety of animals.

Each set creates six different scenes, with fresher colours, bolder characters and playful details keeping the overall visual language cohesive.

The new graphics not only enhance visual appeal and engagement but also enrich the play value of the products. For example, the Animal Puzzle Blocks evolve into a Mum & Baby Puzzle, introducing a new layer of storytelling and learning through play.

Peg Puzzles

The peg puzzle refresh covered four themes: construction vehicles, emergency, wild animals and Farm.

Each board was reworked as a more engaging illustrated scene, with updated characters, colours and details giving every theme a stronger identity while keeping the range visually consistent.