Metro Trains Melbourne: Dumb Ways JR

Objective

Metro Trains Melbourne sought to extend the Dumb Ways to Die brand into the early-childhood education segment, introducing safety concepts to children aged 3-7 through age-appropriate playful learning experiences. The initiative aimed to build brand loyalty from a younger audience while maintaining the franchise's characteristic humor and entertainment value.

Solution

Millipede Creative developed a series of four educational apps (Loopy's Train Set, Boffo's Breakfast, Madcap's Plane, Zany's Hospital) featuring open-ended creative activities designed for tactile exploration and imaginative play. Each app centers on an activity such as cooking, train-building, or hospital care, allowing children to experiment freely without time pressure. The apps featured distinctive character animation, interactive touch elements, original sound and music, and were optimized for both tablet and mobile screens across iOS and Android platforms.

Results

Boffo's Breakfast achieved #1 ranking in the Education category for iPad in the US and ranked #3 overall among all paid iPad apps in the US market. The series successfully demonstrated strong commercial performance in the children's educational app category.