TUI

Bamseklubben all year round.

A child playing the Bamseklubben app on a tablet

Since 1983, all TUI Nordic’s holiday resorts feature the Bamse Kids Club, whose mascot is the Swedish cartoon bear Bamse.

The idea was to create an app that takes the most memorable parts of the club and turns them into a game. By not adding any text, even the smallest children who cannot read yet are able to play along. The voice-over of a young girl guides children through each challenge, while subtle animations and sounds give visual and audio feedback.

Role
UI Design Lead
Client
BBH Stockholm / TUI
Year
2017

Silver at Swedish Design Awards 2017

Red Dot Award winner 2017

I designed the concept art for the app which features an archipelago with small islands that each represents a different game or section. I was also in charge of the animation and game design for the many mini-games in the app. I collaborated closely with Egmont's illustrators to bring the final visuals to life in the iconic “Bamse” style.

A sandcastle-building mini-game screen
Gameplay footage of the sandcastle-building mini-game
Bamse the bear in the game’s tavern courtyard
“The Islands” initial concept layout
“The Islands” — Initial concept layout
“The Islands” refined pencil sketch
“The Islands” — Refined sketch
The Islands’ finished isometric artwork
“The Islands” — Final artwork

The game became an instant hit after launch, without any paid marketing it became the most downloaded game in the App Store's “For kids 5 and under” category and the fastest growing children's game in the Nordics.

During the first two months after launch...

25,000
Downloads
70,000
Selfies taken
250,000
Mini-games played
162,000
Videos watched