RedaKai Has Come Alive!

It’s not often that Addison Whitney has the opportunity to name a toy or a game, but RedaKai is a perfect example of our rise to the challenge. Spin Master engaged Addison Whitney to create a name for what has become an animated television series, in a joint venture with Marathon Media, complemented by an innovative and uniquely designed trading card game. These stackable cards are made of clear plastic and feature images created by Lenticular printing, meaning that the cards appear animated as they are viewed from different angles. Additionally, Spin Master has announced plans to launch full franchise merchandise going beyond the card game.

The AW Verbal Branding team was asked to help reinvent the card aisle and rise above the typical boys’ action card games. After all, boys are not just playing a game; they are battling to ensure the safety and future of the universe. While being sure to communicate powerful and skilled, it was important to Spin Master for the name to have a somewhat foreign tone, specifically Japanese, one that would fit with the other games on the shelf. Another key direction was to include “Kai” as it serves as the basis for the franchise: it is the root of the mystical alien energy source, Kairu, and the lead character’s name, Ky Stax.

After group and individual brainstorming guided by strategic thinking and motivated by an overall excitement for this opportunity, RedaKai was created. It communicates the idea of being geared up and ready for battle. It serves as an inspiration to boys everywhere to accept the challenge to protect not just earth, but the entire universe.

Contributed by: Jenna Wise