With good coverage at the international toy fairs, Bluw's toy brands of the EggBods and AirHedz were beginning to get decent exposure, however the strength of our own brands would never complete with the marketing power of the big licensed brands. One license that fitted well with both lines was Transformers. As the brand itself is owned by Hasbro, one of the worlds largest toy companies, licensing their brand to other toy companies doesn't happen very often so we were very lucky to be able to develop a small range of Transformers EggBods and AirHedz based on the "Transformers: Dark of the Moon" movie that was about to release.

Hasbro normally had a very strick style guide to adhere to for packaging but we were able to combine our standard packaging style for the EggBods with their sale guide to create a dual-brand proposition.

The AirHedz designs were our own vector art creation based on the movie stills and concept art that we had been sent by Hasbro, as well as reference images for other artworks and licensed products that Hasbro had previously authorised. The shape for each inflatable head piece and accessory was developed first, and then the artwork was adapted to the final die-cuts, taking in to account warpage during inflation.

Each inflatable had a maximum number of colours that could be printed (plus the base material colour) so it was important to work out the minimum number of shades required to achieve all the details. The damage sustained to Megatron in the previous movie was difficult to work wit as it was heavily detailed and also made the shape and artwork non-symmetrical. Each character also had a weapon as an accessory. These required a lot of artwork creation, and I was responsible for the artwork for the Megatron gun and the Optimus Prime sword.