Co-developed a fun and kid-friendly tangible toy for the exciting “Bug Invasion” initiative for Lifeway Foods. Part of Lifeway’s “Are Bugs Bad?” campaign, the eye catching and playful ProBug characters are on a mission to invade Chicago and introduce kids and their parents to the health benefits of Lifeway Probugs™ Organic Whole Milk Kefir.
With the first invasion set for a Chicago Cubs home game, a squishy custom foam stress toy was created based on Lifeway’s Peter ProBug mascot. These fun 3.25 inch custom “stress ball” figures were created to appeal to kids aged 5 and up, and packaged in custom designed and printed transparent polybags with both Lifeway and Chicago Cubs branding.
Together with Lifeway's PR agency, we developed the big bug idea, in addition to general character artwork, campaign reference materials, and lightning fast approvals. Under near impossible timelines Happy Worker created illustrations adapting existing character art to the stress toy medium, then sculpted and prototyped the toy, handled package design, CPSIA and CPSC safety testing, production, shipping and customs clearance of the ProBugs. Items were rush shipped in time for their first invasion at Wrigley Field as Chicago Cubs game day giveaways.
Thousands of custom ProBugs invaded Chicago’s Wrigley Field. While the ProBugs squishy figures were big winners, sadly the home team lost 4 to 1.
Probugs Were Everywhere
“The event went well, Probugs were everywhere. Everyone at Lifeway was super happy with the bugs.”
Director, PR Agency
Expect more sightings of this squishy campaign character at events across Chicago!
Kids and ProBug lovers in the Chicago area can sign up for ProBug invasion announcements.
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