Yellies
The louder you yell, the faster they go. A toy with a built-in punchline.
Yellies are voice-activated pet toys for Hasbro that speed up the louder kids shout at them. I designed the product and packaging and built the brand system, graphics, lifestyle, and the look that carried into TV, working directly with the manufacturers on the toys themselves.
TV spot.
Broadcast spot bringing the “yell to go” mechanic to life. Tap to play with sound.
Brand & packaging.
Character-forward hero renders and retail packaging.
In context.
Sell a feature you can’t see.
The magic of Yellies is an interaction, voice control, that’s invisible on a shelf. The branding and packaging had to say “yell at it and it moves” instantly, and make that promise feel fun rather than gimmicky.
Lead with energy and personality.
I built the system around loud, joyful energy and big character personality, so the core mechanic reads in a glance and pops in a TV spot. Packaging makes the interaction the headline.
Loud color, big character.
Vivid color, expressive characters, and packaging that frames the toy as the star. The system scales across the cast while keeping the “yell to go” idea front and center.
Make the invisible feature the headline.
Sell a feature you can’t see. $15M of it.
A voice-activated mechanic made obvious on shelf and on screen. $15M in revenue.
Yellies reinforced something I still believe: the brand’s job is to make the product’s best idea obvious in the first second, on shelf, on screen, everywhere.