Minions

Turning mischief into products.

We work directly with Universal and its global network of Minions licensees to design and develop product concepts that bring the brand’s unmistakable humour, energy and personality into the consumer world.

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Working across multiple official style guides, we translate the Minions’ expressive character language into toys, food, gifting, lifestyle products and packaging. Concepts are adapted for different age groups, retail tiers and territories, while taking into account each licensee’s manufacturing and market requirements.

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From artwork and character poses to storytelling and packaging, every element is considered to ensure products feel authentically Minions while remaining commercially relevant and practical to produce.

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Product development · Creative direction · Licensing · Packaging design · Character application · Concept development · Global licensee support