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Vandeez realizes the rebranding of Intertoys

Intertoys is the largest toy store chain in the Netherlands and familiar territory for our director, Christy. From 2005 to 2009, she was Head of Creative responsible for Intertoys' branding. When Intertoys' Store Operations Director, Stephan Buffing, wanted to better emphasize the 'Go Play' store concept in the stores, he immediately thought of Vandeez.

  • 2 minutes
  • May 6, 2022
  • Christy van der Sman

The new brand positioning 'Go Play' had already been developed. Intertoys was now looking for uniqueness in their visual identity. A visual identity that successfully translates the new brand positioning into the store concept, bags, wrapping paper, brochures, posters, website, and HR resources. “Playing is the most enjoyable thing there is! We want to see this reflected in our brand appearance.”


houweling kiest opnieuw voor vandeez

From left to right: Christy, Aad, Stephan, Dennis.


"Intertoys is moving forward into the future with a great deal of enthusiasm and energy. After a turbulent period, the brand is being revitalized. They have a strong core and know where they want to take their brand." According to Christy.

Stephan Buffing, Director of Store Operations at Intertoys, says, "Christy has a keen eye and quickly identified where our areas for improvement were. With her infectious enthusiasm and pragmatic approach, she understood what we meant and how to make the transition, both offline and online."

The new appearance is already visible in Intertoys Apeldoorn, Zeist and Almelo, and several new stores are already on the agenda for 2022. The brand expressions on bags, wrapping paper, and the website are being phased in. The distribution center and head office are also being restyled in the new look and feel. The uniform brand appearance is in place, and the initial responses from the management, employees, franchisees, and consumers are very positive.

Curious about the entire case? Check out our work for Intertoys.


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