Stef HamerlinckMascot studio
A monkey who reaches for the stars.
Dreamland wanted a mascot that stood out from every other toy shop, carrying both the ToyChamp roots and the Dreamland stars.
Dreamy is a monkey with a crown of star-shaped manes, magic sneakers to reach for the stars and a backpack to keep the ones he catches.
A monkey for the ToyChamp heritage, where Champy the monkey started it all. Star-shaped manes in the colours of the shooting-star logo.
He jumps higher than anyone in his magic sneakers, keeps every star he catches in his backpack and greets every kid at the door with a smile you spot from across the shop.
One day he is exploring a magical green valley, the next he is hosting a birthday party. One line drops him into a new adventure, and he always looks like himself.
Dreamy, in a magical green valley
Dreamy launched with the rebrand: on the shopfronts, in the windows, on stage and on the catalogue cover. And a walk-around Dreamy at every opening.
With Dreamy, Stef gave us more than a mascot. He gave us an icon that helps bring our rebrand to life.
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