The Magic 8 Ball has been one of the most iconic and beloved children’s toys for decades. With the rise of Gen Z, the Magic 8 Ball needed a way to capture the attention of a new generation. This integrated advertising campaign includes out-of-home, merchandise, social media as well as a pop-up experience. The visuals for this campaign utilize gold and royal purple wavy textures to emphasize the mysticism of the Magic 8 Ball. The typeface Hobeaux is meant to remind the audience of the toy’s retro roots.