I collaborated with the product and marketing teams at MGA Entertainment to create Rainbows in Pieces, a outrageous brand of collectible, undead unicorns.
Undead Ned Collectible Figurine & Trading Card
Brand Promo Video
Valentine’s Day Organic Social Post
DragonCon Brand Booth
The Approach
Driven by market research showing that boys ages 5 to 8 liked both unicorns and macabre humor, I worked with the product development team at MGA to create Rainbows in Pieces. These collectible, undead unicorns were full of in-your-face humor and came with a trading card featuring a limerick poem that tells the story of their demise.
I also wrote the packaging, marketing materials, and organic social media posts to keep the brand’s distinct voice and tone consistent across all consumer touchpoints.
The in-your-face humor of Rainbows in Pieces disrupted the collectibles marketplace and helped MGA’s growing toys business stay ahead of emerging trends.
The Results
Though Rainbows in Pieces didn’t catch on like MGA Entertainment hoped and was retired after only one year, it did establish MGA as an innovator and disruptive force in the collectibles marketplace that later brands like The Hangrees capitalized on.
Jeff Girten 