GUND | CREATIVE DIRECTION

Creative Mandate
Reposition GUND from a premium plush brand to an emotionally resonant companion brand, inspiring parents to choose their child’s first lifelong friend.

Strategic Insight
New parents aren’t simply choosing a toy; they are choosing something that will comfort, nurture, and become part of their child’s earliest memories. Every purchase is driven by trust, safety, and the hope of creating a lasting bond.

Value Delivered

  • Shifted the brand conversation from "buying a stuffed animal" to "choosing a first lifelong friend."

  • Created a scalable creative foundation for storytelling across packaging, retail, digital, social, and product experiences.

  • Deepened parent trust, emotional connection, and long-term brand affinity across diverse sub-categories and licensed collaborations.

A young girl with curly hair and brown skin, laughing while hugging a large white stuffed GUND bear. She is wearing pink floral leggings, a beige shirt, and a light blue jacket. The scene appears to be outdoors, with wooden steps in the background.
A young girl with curly hair and brown skin, laughing while hugging a large white stuffed GUND bear. She is wearing pink floral leggings, a beige shirt, and a light blue jacket. The scene appears to be outdoors, with wooden steps in the background.

Immersive Digital Experience

Big Ideas, Real Impact.

Flippable layouts & responsive storytelling become a direct path to showcase & connect.

Through the tactile rhythm of turning the page and a seamless curation of visual depth,
we bring a complete creative vision to life.

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CHECK OUT

THE LICENSED PLUSH

Street sign for Sesame Street with the number 123 above the sign. Sesame Street logo.
Street sign for Sesame Street with the number 123 above the sign. Sesame Street logo.
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Black Disney logo with stylized font and a signal wave above the letter 'D'.
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Logo for Gabby's Dollhouse featuring stylized text and cartoon doll faces.
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A young girl with braided hair sitting on a skateboard, hugging a white teddy bear, smiling happily outdoors on a paved area with wooden steps in the background. She is wearing a light-colored dress, pink floral tights, and white sneakers. A mint gre
A plush brown GUND puppy toy wrapped in a striped towel with a hood, resting in a laundry basket filled with folded towels.
A young girl lying on the floor searching under the bed while holding a pink flashlight and a GUND teddy bear puppy plush, with a curious expression, in a cozy bedroom with a white side table and a mint green lamp in the background.
A young girl with a ponytail, wearing a pink jacket, sitting on a patterned rug in a bedroom with a GUND plush puppy and other GUND teddy bears, packing clothes in a suitcase,and preparing for a family vacation.
Two young girls sitting on a bed, holding GUND teddy bears, in a cozy room with wooden slat wall, star-covered curtains, and soft lighting.
A young child with curly hair, wearing a beige long-sleeve shirt and green overalls, kneeling on a patterned rug and reaching towards a plush stuffed animal hippo sitting on the floor. The room has a large window with white curtains in the background
A young child with curly hair is hugging a large plush teddy bear, sitting inside a bright room with a window and a beige knitted blanket on a chair in the background.
A smiling girl with earrings, lying on the floor, hugging a stuffed teddy bear, and wearing a pink sweater and pink pants.
A person holding a large beige plush donkey toy in front of their face in front of a window with a view of trees outside.
A young child with curly hair is crawling on a beige carpet, holding a soft stuffed animal.
An elderly woman with short gray hair and earrings is sitting on a couch, leaning forward and smiling at a young girl with curly hair in pigtails, wearing a yellow shirt. The girl is sitting on a white blanket and smiling back at the woman while hold
A young girl with curly brown hair, styled with blue hair clips, is looking down at a pink doll with a smiling face, wearing a pink outfit with white floral pattern. She is sitting on a bed with a colorful quilt and a white headboard.
A young girl with curly red hair, styled with two buns, hugging a doll with red hair and pink pajamas.
A young girl with curly hair, wearing a pink bow and a denim dress, smiling while hugging a plush doll with dark skin and yellow clothing, in a cozy indoor setting.
A young girl lying on a cream and black striped rug, smiling and holding a plush gray and white stuffed animal that looks like a fluffy bunny. She is wearing pink pajamas with small pink flowers and a pink long-sleeve shirt. In the background, there
A young girl with braided hair sitting on a yellow bedspread, holding a gray and white fluffy cat, in a cozy room with teddy bear pillows and a wooden accent wall.
A shelf with a plush lion toy hanging on the left side and a wooden tree with colorful animal and leaf cutouts on the right side. Below the shelf are two toy cars, one with a white roof and green bottom, the other with a white roof and blue bottom, b
A young boy wearing glasses, a striped yellow and white shirt, and blue jeans, sitting cross-legged on the floor, holding a large plush sloth stuffed animal and smiling at the camera.
A young girl holding a large plush teddy bear, smiling in a bright room with a skylight window and a white storage unit in the background.
A young boy with dark curly hair wearing a denim jacket and gray pants sitting on a bed, smiling and playing with a stuffed teddy bear. The bed has yellow and white checkered sheets and multiple colorful pillows. The background features a blue and wh
A young girl sitting on a bed with polka dot pajamas, raising her arms while holding a teddy bear overhead. The bed has several stuffed animals, including a brown teddy bear, a white plush, and a dog plush. The room features a wooden-structured headb
A young child with blonde curly hair smiling and holding a teddy bear inside a home near a wicker basket, yellow jacket hanging on the wall, and a large window with a view of trees outside.
A young boy wearing a white helmet, green jacket, and striped pants, riding a bicycle with a basket containing a teddy bear.
A young boy with curly hair wearing a helmet, holding a teddy bear, and riding a small scooter on a sidewalk in an urban neighborhood.
Young child sitting on a black and white striped rug, playing with a toy food truck and stuffed animals, in a nursery with white shelves, storage bins, and a wooden crib.
A toddler boy standing on a black and white geometric rug, holding a colorful toy food truck, wearing a denim jacket and dark jeans, in a cozy nursery with a changing table, stuffed elephant, and hanging towels.
A teddy bear with brown and white fur wearing a beige shirt, sitting in a tote bag on a table. In front of it are several colored markers and a sheet of paper with writing. There is a yellow chair partially visible on the left and a children's book t
A young girl with long red hair holding a brown teddy bear in front of a mirror in a bright room with yellow curtains and a potted plant.
A young girl with braided hair, wearing a blue top and floral pajama pants, sitting on a bed with yellow bedding, hugging a spotted plush toy. Behind her are pillows and a large teddy bear, with wooden slats in the background.
A young boy lying in a bed with yellow bedding, smiling. A large teddy bear sits at the foot of the bed. The room has a striped wooden wall with a round wall light, and a white arch frames the bed area. The floor has a white rug with black geometric
A boy and a girl playing in a bedroom with plush toys. The boy with blond hair, dressed in pajamas with a rainbow pattern, is reaching down with a teddy bear, while the girl, with brown hair tied in a ponytail, is reaching up towards the toy. There a
A young girl with curly black hair tied up with purple bows is grinning and playing with a large brown teddy bear on a white rug in a brightly lit room, with shelves and toys in the background.
A young girl playing with a large stuffed bear in a room with a white bookshelf and colorful books in the background.
Two young boys sitting on a bed, smiling, each holding a plush cow toy. One boy has light skin, glasses, and reddish-brown hair, wearing a navy sweater and a denim collared shirt. The other boy has dark skin and short curly hair, wearing a red long-s
A white plush teddy bear wearing a pink patterned nightcap, sitting on a beige carpet near a woven basket and a beige storage container.
A young girl with dark hair kneeling on the floor, reaching out to a white teddy bear. The girl is wearing a floral long-sleeve shirt and a pink jumper. They are in a well-lit room near a window with curtains.
A young boy with curly reddish hair, wearing a blue long-sleeve shirt and beige pants, sitting cross-legged on a beige carpet in a bright room, holding a white teddy bear.
A young boy lying on a carpeted floor, hugging a stuffed brown teddy bear, with his eyes closed, in a cozy indoor setting.
A young boy lying on the carpet, smiling and resting his head on a stuffed bear toy, with a fireplace and a white door in the background.
A young girl with curly blonde hair, wearing a pink ruffled shirt and green overalls, sitting on a beige couch, smiling while holding a stuffed gray teddy bear.
Child wearing a long-sleeved striped shirt holding a gray plush teddy bear.
A young child with curly hair resting on a blanket with a plush toy dog.
A young girl sitting on a woman's lap, holding a white plush bunny toy. The girl is wearing a yellow long-sleeve shirt and blue jeans, and the woman is wearing a striped shirt. They are sitting on a beige patterned rug.
A young girl and a woman are sitting on the floor facing each other, smiling and playing with a white stuffed bunny. The girl is wearing a pink outfit, and the woman, with curly black hair, is holding the stuffed bunny. They are near a window with sh
Brown fabric bag with handles sitting on a beige carpeted floor, with a white plush toy in front of it.
A young child with red hair sitting on a beige couch, hugging a stuffed animal. The child is wearing a blue long-sleeve shirt and tan pants, with their eyes closed, smiling.
A young child with curly hair lying on a carpeted floor, looking at a photo album with a plush lion toy sitting beside him.
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