The FAO Schwarz brand was launching a line of baby products - primarily bedding and nursery room decor. But they were finding that their classic iconic image wasn't translating that well into this market.  

The solution was to imagine what their beloved characters looked like as babies. This instantly gave the line a fresh, and literally younger, image. By introducing lighter colors, contemporary patterns and delivering it all in a modular block-like signage system, the line felt fresh, while honoring the heritage of the FAO brand.