Brand voice for Toca Boca with Bold scandinavia

Toca Boca is a gaming studio that creates safe virtual playgrounds where players can have fun and feel free to be themselves.

Some of their audience were growing up and growing out of the game. So, they started creating more experiences for older kids, and now the brand needed to catch up. Our brief was to create a master brand that could bend, stretch, and flex to frame its ever-expanding universe of games and entertainment. In other words, help Toca Boca grow older without growing up.

I worked closely with the writing team, updating the existing tone of voice to feel a little more mature. The new voice is accessible and a little absurd, naturally. We built in more opportunities for conversation to amp up connection. We also allowed for things to get real – advice on bullying or mental health needed space where quirkiness wasn’t front and centre. The result is a more flexible voice that meets the audience where they’re at, with plenty of room for that unique Toca charm.