Buglings

Project Statement

Buglings is a physical collectible play system designed for children aged 6–10. Inspired by the character attachment, collecting and social interaction found in virtual worlds, Buglings translates these experiences into a playful, screen-free physical experience.

The world features four unique bug characters, each with their own personality. Children can collect trading cards, figurines and stickers featuring their favourite Buglings. The trading cards are designed to connect together and form a larger illustrated pattern when collected, encouraging children to collect, trade and share their cards with friends.

The system extends beyond collecting through packaging, a collector’s album and merchandise creating multiple ways for children to interact with and expand the Buglings world.

Rather than positioning itself against digital entertainment, Buglings takes the elements children enjoy about virtual worlds, including character attachment, collecting and social connection, and translates them into a physical experience that encourages imaginative, social and collaborative play.

Brand identity

Meet the buglings

Buglings features four unique bug characters, each with their own distinct personality.

Poppy the Leader

Poppy loves bringing everyone together. She enjoys making plans, organising games and helping her friends. With her confident and caring nature, Poppy is always ready to lead the way and make sure everyone feels included.
Oliver the Thoughtful One

Oliver loves taking a closer look at the world around him. He enjoys noticing tiny details, listening to his friends and thinking about how things work. He is calm, curious and full of thoughtful ideas. Oliver shows his friends that there is always something new to discover when you slow down and take the time to look.
Fifi the Dreamer

Fifi has a big imagination. She loves dreaming up magical adventures, creating stories and coming up with exciting ideas. Fifi sees wonder wherever she goes and loves sharing her imagination with her friends.
Scout the Adventurer

Scout is always ready for an adventure! He loves exploring new places and trying new things. Curious and brave, Scout is happiest when he’s off discovering something exciting.

Trading cards and stickers

Each character’s trading cards feature an individual illustration on the front and a sticker sheet, while the backs connect to form a larger illustration. Children are encouraged to socialise, trade and collect cards to piece together the complete picture, making collecting a collaborative experience.