Brand Toys hails itself as ‘the  world’s first brand visualisation tool’.  The site creates characters, or ‘toys’, which represent the brand based on quantative data. Their diagram explains it like this:

You can view toys for specific brands, which come with a chart of their characteristics and qualities:

And you can selct multiple brands and compare them:

The thing I like about this project is that the characters are not thought up by someone who will (maybe even subconsciously) have preferences and prejudices towards certain brands, they are created using data, so they are accurate and comparable. It is a very interesting project and certainly is more lively than spreadsheets and sales records.


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