Mitashi Product Catalogue

Mitashi is the third largest toy company in India, after FunSkool and Mattel. Mitashi has different divisions catering to the manufacturing of toys for various age groups. Mitashi approached 3 Minds Digital with the aim of designing a new catalog for their toy division. Based on our market research, we observed that the general toy industry in India follows a book-oriented format that consists of heavy imagery and colors. Based on our market research, the different kinds of catalogs observed were majorly funky with a rainbow of colors and folds.


Client Mitashi
Industry Toys
Creative Director Pavanbir Singh

We explored various combinations of folds and proceeded with an option that worked well with our product requirements. Up fold was taken forward, to enhance the look and feel of the catalog. Pictures play an important role while presenting a brand. For building an instant connect with kids, the core approach chosen was to make use of imagery of kids in action. Kids possess an inclination towards bright shades and therefore, each sub-brand was defined with its individual color palette.

The phrase “That was fun” used on the cover expresses a kids’ excitement after playing and still wanting to play more. The catalog also seems to say - Hey, Last year was fun... Are you already not excited about the coming year?!

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