A rebrand for the oldest toy store in America. In place of the old toy soldier logo, which put off girls and older children, we designed a simple typographic mark like those of the store’s neighbors: Bergdorf Goodman, Tiffany, and Crate & Barrel, and added a simple three-letter monogram for subtler product branding. The triangular midpoints were borrowed from Roman lapidary lettering. A diagonal stripe serves as a secondary identifier and, on the gift wrap, is accented with a pattern of discreet FAOs. A collection of exclusive characters enliven toys and collateral. Design direction, branding design, character design, and product design by Signal.