Witches – Children
To complement the young adult witch promotion, a format for children (ages approx. 3 – 12) was also asked for. It needed to be the polar opposite of the young adult campaign, fun, light-hearted, likeable and safe – whilst avoiding babyish styling as it includes titles like Harry Potter, which appeal to the upper age of this group.
We found inspiration in the Wicked Witch of the East from the book ‘The Wizard of Oz’, where the witch is revealed to have been killed when Dorothy’s house fell on her. Instead of the house, a large book of spells has landed in its place. Ouch!