The Need
Our MULA Baby/Toddler collection has been in the range for many years, this very important family needed a boost and an update.
The Challenge
We had different goals for this project, for example we wanted to reduce the cost of all products, while making all of them more attractive for our costumers and without any single use plastics (7 MULA toys their packaging was shrink wrap) .
Our Solution
While analyzing the offer we realized that we had items that does not belong in the area of toddler/baby, like our abacus, but the abacus was preforming really well , so we divided MULA into 2 collections, UNDERHÅLLA and UPPSTÅ.
UNDERHÅLLA would have items that are for a higher age group that helps learning more specific skills like the abacus, building blocks and a learning clock.
UPPSTÅ will be focused on the key toys for toddlers/babies , so we started working together with our suppliers and designers, to add a theme to the items, the theme "Scandinavian forest animals" will help us to make the items more attractive for both kids and parents.
We also selected good selection of modern and fresh colors.
All products are packed on cardboard boxes, we got rid of the single use plastic packaging.
This was a very complex project that was successful by working together with our suppliers and developing on the factory floor.
Designers: H Johansson/S Edholm/L Ullenius
*As Product Developer, I started the exploration and lead the whole development team (Designer, Engineers, Sales, Sourcing, Project Controller) through the whole development and business process from identifying needs at the start, prototyping, testing, development on factory floor, creating the business case, and until reaching the sales floor worldwide.
