The AI and Games Conference is all about creativity, collaboration, and community. To help TVG Events enhance this year’s experience, our UK team set out to design a merchandise collection that captured that same energy: playful, unified, and full of Critter charm.
Our UK team partnered with TVG Events to bring fresh, creative energy to the annual AI and Games Conference, a two-day gathering of industry pros, researchers, and game developers exploring the role of AI in gaming. Together, we created a merch collection that was fun, functional, and true to the conference’s quirky mascot, “Critter.”
The biggest challenge? Bringing Critter to life as a plush toy - instead of Critter's usual two-dimensional self.
We focused on building a merchandise range that would spark excitement and strengthen the event’s identity. That meant combining practical items with bold, collectible pieces, anchored by Critter itself. Everything needed to feel unified, high-quality, and conference-ready.
Starting with the client’s original Critter illustration, our design team built a detailed 3D render to guide the plushie creation. After producing and shipping a pre-production sample for approval, we manufactured 300 custom plush toys. Alongside the plushies, we produced colour-coded tees to distinguish staff, volunteers, and delegates, vibrant pin badges, sticker sheets, and totes, all delivered ahead of opening day.
The merch was a hit. Attendees proudly shared their swag on LinkedIn, the Critter plushies became instant favourites, and TVG Events gave big kudos for our quick communication and proactive project management. The full collection added visual impact, boosted event cohesion, and turned Critter into a memorable mascot that attendees took home long after the conference ended.
Thoughtful merch can elevate an event, and this collection proved it. With playful designs, practical pieces, and a standout custom plushie, the AI and Games Conference enjoyed a memorable and energetic brand experience from start to finish. Critter came to life in a whole new way, and the conference community loved every moment.