DYNAFORCE

The Challenge.

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ASDA needed to replace its former Walmart-owned toy brand with something homegrown, modern, and distinctly its own. The new brand had to appeal to older, more adventurous kids, without leaning too heavily into tired ‘boys-only’ stereotypes. It also had to win over parents, with clarity around features like lights, sounds, and pull-back action that drive purchase.

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Our Approach.

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We created the brand name Dynaforce – a confident, high-energy identity built on team spirit, imagination and action. The bold, shield-inspired logo signals strength and collectability, while the inclusive palette and visual world steered clear of dated cues. This was a brand designed to excite kids and reassure parents, remaining playful but never patronising.

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The Impact.

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Dynaforce now anchors ASDA’s toy aisle with serious shelf presence and its own destination retail environment. It’s quickly become a firm favourite with kids and a proud category challenger, proving there’s plenty of power in a little reinvention.