Master’s project

Playmobil Inclusion & Brand Repositioning

Role: Product Designer
Context: Master’s in UX Design, ESD Paris
Focus: Brand strategy, packaging, e-commerce, card game
Platform: Web + physical products

The goal

Rethink how Playmobil positions itself. Our team made “Inclusion for All” the brand’s new central pillar, to modernize its appeal and reflect today’s values.

What I did

Brand strategy: Helped decide and define the new inclusive positioning.
Packaging: Designed the new toy box concepts, using AI tools for visual ideas and mockups.
Website and card game: Designed the new e-commerce website mockups and a card game concept that supports the new positioning.

Inclusive Playmobil game boxes, illustrated accessibility cards and an e-commerce landing page — Game boxes, accessibility cards and the landing page