Creating Purpose-Designed Printed Display Materials for the Tonieboxes


With unique and individual toys like the musical story box, Tonies really stand out from the crowd. Creating the right display environment for these amazing new educational playthings in Hamleys, London’s iconic toy department store, demanded careful planning, robust solutions and a range of printed display solutions.

Matching materials to applications

So, when one of our clients came to Smart Printing Company with the designs and measurements for a display in store which would also be used for presentations, we all put our heads together to come up with the right materials to match the project.

The Tonies Display at Hamleys

The Tonies had been allocated a prime corner spot. Assessing the application with our client, we began by recommending banner material to be affixed to the rear walls, clearly depicting the exciting Tonies brand. These eye-catching graphics were to remain in store on the run-up to Christmas, so needed to remain pristine to maintain the right image.

Shelf edge strips

To complement the existing display shelves, we produced printed shelf-edge strips to complete the picture, using poster paper.

For optimum flexibility, we also printed strips to illustrate the Tonies characters, using Easy Dot materials. Easy Dot is a self-adhesive film which is easily applied in situ without creating air bubbles. It can be repositioned if required and put in different locations to meet individual requirements.

We also printed a Tonies-branded header board on MDF. This rigid material was selected to provide a more permanent solution which would not sag or droop, placed over the display shelves housing the Tonies.

Display products and floor graphics

Other specialist items for this application included a new spin wheel, printed on Foamex, for an existing ‘Spin to Win’ display graphic, as well as non-slip floor vinyls with a six-month warranty to carry the Tonies brand colour down to floor level.

One of the fun Tonies characters at Hamleys

The display is now in situ in Hamleys, providing the perfect backdrop for these wonderful toys.

In-store endcap displays

Carrying the Tonies brand across the UK, Smart Printing Company has also produced 140 sets comprising 2000-micron display header boards, shelf strips and shelf graphics depicting the Tonies logo. These are being installed into a leading toy retailer at stores around the country to head up endcap displays. Here, the Smart Printing Company team was also able to support our client by assisting with installation work.

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