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Ultimate shopping experience for new Intertoys stores

Smiling, running, and full of enthusiasm, children run daily towards their favorite toys! They can't wait to play with that new Barbie, cool game, or one of the many LEGO sets. It's the experience that Intertoys provides to children and what makes Intertoys so special. In recent months, the creative team at Vandeez collaborated with Intertoys on new Intertoys XL stores. New locations have been opened in, among others, Rotterdam Zuidplein, Eindhoven, Hilversum, Veenendaal, Assen, Haarlem, and Hellevoetsluis.




  • visual identity


Intertoys has around 200 stores in the Netherlands. In recent months, Intertoys has opened new stores in prime locations. These stores are being renovated to the latest Intertoys store concept, where the Intertoys brand experience is central. We are proud to contribute structurally to this effort. A new location is always visited by our creative team. At such times, we virtually 'see through the concrete' and visualize the new store in our minds. We take photos, measure, and sketch the first lines on the iPad. Despite the lack of lighting and walls often needing to be moved, we ensure that the visualization is evocative. We then proceed with the creative development of the project. We do this in co-creation with the store construction team and Stephan Buffing, Sales Director. Naturally, we keep the true Intertoys feeling in mind: Color, friendliness, fun. Consistency is key, which is why this brand appearance is carried through all channels: from the store, to wrapping paper, website, and social media. All of this is consolidated in a style guide and formula handbook.


Vandeez realized the XL logo, the overall store appearance, POS materials, price cards, header boards, and the unique and recognizable Intertoys brand identity. And what an impact we have managed to achieve with these stores! We are super proud of the result and the unique collaboration. A team of professionals, each with their own specialization, with which we achieve maximum success. And if you thought we were done? Definitely not! We are currently working on several new stores and the input for the coolest Toy Book in the Netherlands. Read all about the creation of the brand identity in our case:

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