The Le Petit Nouveau group, owner of Baghera brands (pedal metal car) & Bawi (toys brand) approached the agency to rethink a new range of soft toys.

To develop toys of awakenings, it is necessary above all to define a universe around which the parents will be able to identify, or to appropriate. So we imagined different stories, and after long discussions with the group, we all decided together to start on an offbeat universe in the classic learning of babies, focused on the things that the child should not do!

It’s for that reason that Bawi has a mischievous look, that he eats chocolate, that he hides candies in his pockets …

While respecting the basic rules in the creation of an awakening toy (contrasting colors, linear patterns …), the “stupidities of Bawi” range is born and its declination is performed with the greatest pleasure of our designers.