Plum unveils new brand identity
The launch of new brand will see Plum focus 100% on active play with a new logo
The new logo, which replaces the previous purple oval, reflects the growth aspirations of the company and has a simple, yet memorable, tagline to summarise the key focus of the Plum business – “The Active Play Specialists”.
It will also include bright colourful retail packaging as well as introducing a counter-seasonal range of role-play toys.
Plum also has a clear brand message and three strong points of difference which sets it apart from competitors – “For children, parents (and grandparents) who want the best play experience, and the best quality, Plum is the active toy of choice”.
A soft launch of the new branding will be in July 2012, with the introduction of our counter-season products, following on with a global consumer launch in January 2013.
Chairman Jonathan Schaffer comments: “Children can be diverted from screens yet public playgrounds are no longer what they once were, so we are providing the mechanism to create ‘active play’ at home - safely and affordably. The rebrand of Plum signals a new and stronger focus for the company –this is a very exciting time for us! “
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