Displays That Grow With the Brand: Kaloo and La Pingvin
Most retail displays are designed for a launch. The best ones are designed for the years after it. Two projects by ESPOSIT, the Italian maker of slot-together wooden displays, show what that looks like in practice: a toy brand's display that was re-engineered after six years on the shop floor instead of being thrown away, and a children's brand whose first custom display grew into a full trade-show stand.
Key takeaways
- Kaloo's house-shaped doll display started life as a standard catalogue unit, the Market display, adapted with a pitched roof and side hooks.
- After six years in store it was upgraded, not replaced: same footprint, more capacity, a new central divider.
- La Pingvin's collaboration with ESPOSIT began with one custom display and grew into trade-show stands for 2025 and the 2026 edition of Toys & Baby Milano.
- Because every part is a slotted wooden panel, a design can be changed one component at a time.
- Branding is applied with precision-cut vinyl, so logos stay crisp and can be updated without rebuilding the display.
Kaloo: a signature display that evolved instead of expiring
Kaloo, the plush and doll brand in the Juratoys family, wanted an iconic way to present its Tendresse doll collection: a unit shaped like a little house, complete with a pitched roof. Rather than start from a blank page, ESPOSIT began with its catalogue Market display and engineered the original 2017 structure to make use of every square centimetre:
- roof flaps shaped to fit dolls of different heights;
- 12 hanging hooks across the sides;
- shelves resting directly on cross-braces, with back panels giving the whole frame its rigidity.
Six years later: the upgrade
After six successful years on the sales floor, Kaloo's range had changed and the display needed to hold more. Instead of a new unit, ESPOSIT's R&D team re-engineered the existing one while keeping the original footprint:
- the main connecting beams were extended;
- the side hooks were replaced with four integrated side shelves;
- the rear panels were repositioned to form a central divider, stopping products from shifting between the two faces.
That is the real advantage of a slot-together system. When every part is a precisely cut panel, a design can evolve one component at a time, and the store keeps its space plan.
La Pingvin: from one display to a full stand
ESPOSIT's work with La Pingvin, the Milan-based children's brand, started with a single custom display. It grew into a collaboration spanning several projects: the brand's first trade-show stand in 2025, and then the new 2026 edition of Toys & Baby Milano. Each stand was built from custom interlocking displays designed around La Pingvin's products, brand identity and exhibition needs.
The lesson for any brand: start with a display that works, then build on the same system. Components, finishes and branding carry over from one project to the next, so every new stand or shop looks like part of the same family.
How the branding is applied
Logos and lettering on ESPOSIT displays are custom-cut vinyl. The artwork is prepared digitally and cut on a plotter that follows the file precisely. The excess vinyl is removed by hand, and each element is positioned and transferred onto the wood by hand, with close attention to alignment and spacing. The result is a clean graphic that looks part of the display, and one that can be updated when the brand moves on.
Three lessons for Irish brands and retailers
- Start from a proven unit. Adapting a catalogue display is faster and lower-risk than designing from scratch. Kaloo's iconic house began as a standard Market display.
- Ask "what happens in year five?" A display that can be re-engineered keeps its footprint, its space plan and its value.
- Build a family, not one-offs. Using one system across shops, pop-ups and trade shows gives a consistent brand look and lets you reuse parts.
Bring the same approach to your shop or stand
As the official ESPOSIT distributor for Ireland and the UK, we supply the full range and can take your custom brief to ESPOSIT’s design team in Italy. Browse the slot-together range or tell us about your project.
FAQ
Can an existing slot-together display be modified later?
Often, yes. Because the structure is made of slotted panels, individual parts such as beams, shelves or back panels can be redesigned while the footprint stays the same, as happened with Kaloo's display after six years.
Can a catalogue display be customised for my brand?
Yes. Many projects start from a standard model and add a custom shape, extra shelves, hooks or branded panels.
How is a logo added to a wooden display?
ESPOSIT uses precision-cut vinyl graphics, cut on a plotter from your artwork and applied by hand for a clean, accurate finish.
Sources: ESPOSIT on LinkedIn – Kaloo, La Pingvin and vinyl graphics project posts; ESPOSIT – Design Made in Italy for trade shows and retail; ESPOSIT – Juratoys at Toys Milano 2026.