Candy Land: Unicorn Edition
Hasbro
© Hasbro
How do you give a classic a little unicorn magic?
PROJECT OVERVIEW
The customers spoke, and we listened: unicorns were having a moment, and kids couldn’t get enough of them.
Candy Land Unicorn Edition gave the classic Candy Land game a magical makeover, bringing a cast of colorful unicorn characters into the familiar world of candy, adventure, and imagination.
The goal was to refresh the classic for a new generation of young players while preserving the simple, approachable gameplay families already knew. The updated experience introduced new characters, personalities, and storytelling, giving players more to discover as they made their way through the candy-filled kingdom.
DESIGN CHALLENGE
The challenge was to refresh Candy Land for a new generation of players by introducing unicorns and a new layer of character-driven storytelling while keeping the familiar gameplay simple and approachable.
We needed to create a world where the unicorn characters felt like they naturally belonged in the Candy Land universe, giving each character a distinct personality and purpose within the adventure. At the same time, the new story had to work alongside the existing game mechanics rather than complicating the experience.
The goal was to make Candy Land feel fresh, magical, and exciting for today’s kids while preserving the easy-to-play experience families already knew and loved.
MY ROLE
Story & Character Development: Led the creative development of the Candy Land Unicorn Edition, shaping the game’s narrative and developing the unicorn characters that brought the new world to life.
Creative Direction & World Building: Established the personalities, relationships, and storytelling details that helped the unicorn characters feel like a natural part of the Candy Land universe.
Writing & Brand Storytelling: Developed the packaging copy and instruction manual, translating the game’s story and magical world into clear, engaging language for young players and their families.
Naming & World Development: Named the board game locations, creating playful, memorable names that expanded the unicorn world and gave the journey through Candy Land more personality.
Final Creative Review & QA: Led reviews of game proofs and final creative materials, ensuring the storytelling, copy, character details, and overall execution came together as a polished and cohesive experience.
AWARDS & ACCOLADES
Amazon’s Holiday Kids Gift Book (2021); Amazon’s Holiday Toy List (2021)
RESULTS & IMPACT
Gave the classic Candy Land experience a fresh, unicorn-inspired twist designed around a popular interest among young players.
Blended the familiar Candy Land world with new characters, storytelling, and imaginative play, creating a new way for kids to experience a beloved classic.
Expanded the Candy Land universe with a new cast of unicorn characters and a magical story that added personality and discovery to the game.
