Tommy Moose has comforted over 250,000 children

Tommy Moose plush toys ride in thousands of fire trucks and police cars nationwide, ready for first responders to distribute — comforting kids in crisis situations. For over ten years, and reaching over 250,000 children, Tommy has been just one of the expressions of care hailing from Moose International, one of the original fraternal orders.

Throughout the years, Tommy’s design has become dated and his reach limited. In conjunction with a rebrand and refresh, we seized the opportunity to strengthen and expand Tommy’s mission and ability to care for kids.



As a plush toy, Tommy is able to comfort children, but to a somewhat limited degree. We saw the potential to grow his reach exponentially — creating a Tommy character to help kids learn, shaping social and emotional health in an entertaining way.



We built out visual and verbal signals to intersect two key ideas: ‘caring that strengthens’, and ‘space to flourish’. These ideas combine to express a means of caring that neither coddles nor talks down to kids. Instead, Tommy gives them the room they need to develop their own thoughts, and challenges them to grow.

Our visual signals helped us hone in on the idea of strength, health, and vibrancy in childhood. Natural and bright colors combined with honest, painterly textures to create adventurous settings for Tommy (and children) to explore.

Character Design

While updating Tommy’s look, we adapted his look to a more childlike age, so that he could interact as a peer, and children could identify more with him. Working with an LA-based animation partner — Pixel Pirate Studios — we honed and modernized a brand new character-design and initial concept art to create a full picture of who Tommy Moose would be, and the world in which he would live.


Plush Toy Design

In collaboration with several partners, we guided the new Tommy Moose character design through concepting and prototyping. His updated design was taken off the page and brought to life as a plush toy. The Tommy plush delivers on dual purpose: a cuddly comfort for kids in times of crisis; and a character with personality, values and intrigue to help children learn.

Identity and Expression

In addition to the on- and off-page reinventions of Tommy himself, his logo was given a fresh new look. With an updated and modernized new logo, we moved into the concepting and further building out of Tommy’s world, bringing our in-house illustration and brand skills to the table

Mural Illustration

Tommy’s world also became the backdrop for Lodgic Kids Camp, a childcare space where Tommy is part of the curriculum, where he learns alongside children how to model social skills and caring for others. Three wall-sized murals were created for the classrooms.


Tommy Moose is up to date, and with his new look, and new ethos is ready to expand his care for children in more ways than ever.

Pixel Pirate Studios — Character Design
Purrfection — Production and Manufacturing