The brief was very open: design something which has never been done before, will appeal to children and encourage them to write more letters. The designers created a series of creatures whose hands, feet or tail fold around the edge of an envelope or postcard, resulting in the animal appearing to be holding on. This idea was seen to achieve something which e-mail and texting couldn’t compete with and would make receiving post more special. All the stamps had to work within technical constraints regarding size, positioning and choice of colours to enable them to work with the sorting systems.
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