The palette stays out of the nursery-pink trap: a single cloud blue on cream, with the toys' own pastels doing the rest. It holds together from a blind-embossed hang tag to a printed envelope to a grosgrain ribbon on a gift bag.

Packaging was built as a family, not a template. The Folk Rainbow Arch box die-cuts the clouds so the real rainbow rises through them; Noah's Ark peers out of a porthole window; the Royal Stacker's rabbit lines up nose-to-nose with an illustrated one holding the box. Every line carries the same how-to-play spine and the same quiet type.

The photography keeps the brand honest: real children, unposed, opening bags and stacking rings. The toys are the colour in every frame.