Establishing Playwonder as Target's "best in class" toy line, a redesign and repositioning was in order.  Redefining the product positioning to highlight the quality of toys and materials, a new brand system was created complete with an identity redesign and new photography style. Evoking the feeling of well-rounded quality and offering insight as to how children play, helped resonate more clearly with mom and reinforced the premium quality and benefits of the brand.