Club Penguin was a wildly successful online play world for kids. Licensing was their next step, but they wanted something truly integrated. The challenge was building an on-brand experience that was fun in the real word and in the virtual one.
The Blue Sky Team at Topps/Wizkids collaborated with the brand owners, programmers, and community managers of Club Penguin. The first step was to learn who was playing Club Penguin, and why they loved it.
The Topps/Wizkids team built a product experience that included a classic trading card game. It also incorporated sticker sheets so players could customize their penguins—a favorite activity in the online world.
Working closely, the Club Penguin team built an online version of the card game. Codes in the physical card packs unlocked cards in the virtual game.
In close coordination with the licensor, other licensees, and the retailer, the product line launched in a front-of-store Club Penguin Feature Shop as a timed exclusive at Toys R Us.
The product was a hit at launch and went on to become a bestseller for Topps/Wizkids. Online, it quickly became Club Penguin's most popular mini game with millions of play instances.
Blue Sky Team Leader