Not So Imaginary Friends
Dubai, UAE · 2025 · ON GOING PROJECT
Driven by a desire to bring children’s imaginations to life, this Dubai-based couple decided to formalize their project of creating plush toys inspired by the drawings of little ones and their (Not So) Imaginary Friends. What began as a heartfelt initiative quickly evolved into a meaningful venture; one that celebrates creativity, empowers self-expression and preserves the uniqueness of every child’s artwork in a tangible, lovable form.
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What I did on this project
Brand
Analysis
Lay the foundation for creating a brand, from its initial concept to the most effective way to distribute products.
Craft the
Visuals
The strategy is to appeal to the imagination and creativity of children between 2 and 5 years old, so we decided to go all out with crayons, playful fonts, and fun colors.
Packaging
Design
Incorporated graphic elements that made the box look like a wrapped gift in itself, keeping the plush toy a secret until it was opened.
Distribution Strategy
Since it's a 100% customized, made-to-order product, the online store couldn't be a conventional one. So we created a landing page for direct, personal contact to ensure the final product meets customer expectations.
How did it go?
We’re ready to launch!
2026 will be the year imaginary friends come to life.
For now, we are positioning the brand locally, highlighting the personalization of the dolls and the meaning behind each Not So Imaginary Friends creation.
We are focusing on emotional marketing, word-of-mouth and planning a launch on a well-established base in January–February next year.
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To make the most of all the graphic materials created for the brand, we’re ready to diversify collateral designs and additional products by using the illustrations and characters in various applications such as apparel, cards, and gift wrap. Not So Imaginary Friends is the perfect example of how creative freedom (at any age) can lead to great projects.
