Toca Boca creates safe digital playgrounds where players can have fun and feel free to be themselves. Their fan base has grown to hundreds of millions of kids and tweens, averaging 60 million players every month. To keep up with their growing audience, Toca Boca needed an identity that could bend, stretch, and flex around their ever-growing universe of games and experiences. One that could allow the brand to grow older without ever growing up.

We were inspired by the innately human need to set rules, break rules, and change rules, which shaped the idea of boundless play. The design system is built around a set of core elements, including a re-crafted logotype, a multicolored palette, and a bold typeface. These are paired with versatile elements such as graphic gestures that break the rules and wiggle their way into various spaces, in-game items and emojis, alongside gravity-defying motion and an accessible yet absurd tone of voice.

Created at Bold Scandinavia together with Carl-Johan Nordin, Martin Klint, Magnus Norman, Ellen Heurlin och Anders Örtegren.

Typeface by Displaay Type. Copy by Lex Courts. Photography by Fredrik Bengtsson (case) and Open Studio/Mira Wickman (kids).