Brand Strategy, IP Activation & Digital Content Development
Transforming an overlooked asset into a hero IP — repositioning EcoFreddy as a digital-era character brand for a new generation.

When Amuse.Me approached us, their coin-operated rides had become household favourites across the UK. Yet, their most valuable asset, EcoFreddy, existed only in physical form. We saw an opportunity to transform this underused IP into a digital storytelling property that could power awareness, engagement, and new product opportunities.

We began with a brand refresh; redesigning the Amuse.Me identity from the ground up with a playful, modern logo and bold visual language. Then, our strategy turned toward activation: we developed and produced an animated short for YouTube, bringing EcoFreddy and friends to life in EcoTown -a world built around positive environmental lessons for kids. Alongside the animation, we built a landing page where families could “Find the EcoFreddies,” connecting physical rides in shopping centres to the online universe.

Finally, we guided the team on product development, exploring how small design variations (glasses, eyelashes, colourways) could expand the character family and diversify merchandising potential. Through strategic storytelling and creative production, we helped Amuse.Me evolve from a ride manufacturer into a character-led

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