Licensed design

Paw Patrol™    Peppa Pig™    Custom Characters


Always a balancing act, successful Licensed Design requires deft integration of two strong brand identities— involving careful brand stewardship of the core brand and the license partner.

Our Licensed Design partners and brands trust team domo to manage all creative development and execution as well as to serve as liaison with the licensor.

Playtex® infant care
Making mealtime more fun with friends.


Our challenge

The Playtex Infant Care division called on domo domo, requesting a playful exploration of how to apply the popular Paw Patrol™ and Peppa Pig™ characters to a line of sippy cups and dinnerware for toddlers. We were also asked to help develop a new, custom character series called Purple Dinosaur & Friends. Could we bring these cherished icons to life for children and help make mealtimes more appealing?



Our solution

With over 15 years of expertise in brand and licensing relationships, we put our full service approach into gear with product and package design, project management, and execution. Our deliverables include:

  • Leading the design process
  • Executing the licensor style guide requirements and brand standards
  • Leading the artwork review and approval process between the brand team and licensed partners
  • Managing the complex approval processes from submission through production

Creating the Purple Dinosaur and Friends was an added bit of fun for our Licensed Design team. Involved from the beginning, we helped with:

  • Character development
  • Contracting and collaborating with a talented freelance illustrator
  • Bringing this awesome aubergine cutie to life!
I can always rely on team domo.
Anjali Gupta, Brand Manager of Infant Care​

The results

  • Collectible nature of the unique designs drives multiple purchases and increases loyalty
  • Our designs helped support the Playtex Cups and Mealtime business by retaining valuable shelf space at key retailers like Walmart
  • The Purple Dinosaur and Friends line became enormously popular at Target and Specialty Retailers
  • Winner of multiple design awards
  • Exceptionally satisfied clients, kids, and retail partners

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