After a few initial hiccups, www.roadkilltoys.com was finally launched this week. It's not been a perfect development timeline, and was slightly complicated by a London newspaper leaking the web address (and posting a link to it on their website) creating a viral effect that came out of the blue and knocked the server down. Ouch!

The branding, approach and design of the site has been developed entirely by Infiniti Mixed Media with cartoon style illustrative content supplied by the toy creator Adam Arber.

The site is a promotional brochure and sales site based around a range of designer plush toys (or plushies, as they are known) of dead, but cute, animals that have been mutilated in road collisions... It's all in the name of fun, and we have been careful to present this as a cartoony 'tom and jerry' vs 'ren and stimpy' type violence rather than a gruesome shockfest.

Despite the setbacks, and ongoing teething problems, the launch has been a great success. The product is selling much faster than expected, with sales starting immediately as it went online (without anybody knowing it was live) and an impressive stream of orders ever since.

To 'promote' the website (before we knew it had gone viral) there is also a viral video spot of a crazy, sick old lady trying to kill an innocent fluffy bunny, currently doing the rounds on YouTube, which you can watch here: 

No animals were harmed in the making of this video... I think.