It seemed a natural fit, especially considering their size, that the Minions have their own baby brand. So we created Bello Baby and Bello Buddy for all the new parents out there who could use a little (again with the size) help as they take on their latest mission: parenthood. I created the concept and wrote the positioning, strategy, pitch deck and advertising.

The pitch deck:

This sub-brand, Daddy-O, was created exclusively for Target:

The advertising: