For a line of new rag dolls from MGA Entertainment, it is the packaging that most deepens the brand experience. It brings the fantasy of the brand to life as well as the story of these sweet, button-eyed dolls and their friends for legions of adoring, preschool fans. The brand identity is a “fabric tag” that appears to be pinned onto the package. The Lalaloopsy brand name looks as though it is embroidered on the package, and the two “o’s” are buttons. Underneath, the words “Sew magical! Sew cute!” say it all. Each package features a slightly different structure and storybook background.
