Johnson Banks Reimagines The Green Toy Soldier For Iwm Londons Childhood In War

Creative Boom: News Branding Johnson Banks reimagines the green toy soldier for IWM London's Childhood in War The studio's OOH poster campaign for a new exhibition at the Imperial War Museum turns a familiar childhood toy into a jarring message about conflict. Written By: Katy Cowan 6 August 2026 Do you remember the little green plastic soldiers we had as kids? Frozen mid-charge, lined up across the carpet (ready for a painful moment for a parent) or lost under the sofa, forever forgotten. We played with them for hours without ever really thinking about what they represented.

It's that gap between being a harmless childhood toy and the very real thing it stands in for that London studio Johnson Banks was inspired by for its latest project. The studio was asked to create the posters and marketing communications for Childhood in War, a new exhibition at IWM London, and its answer began with those same toy soldiers. Johnson Banks built a new cast of characters inspired by them, recreating children themselves in the same moulded, green plastic style. The effect is "both familiar and a bit jarring, all at the same time", as the studio puts it.

By playing with the vernacular of childhood and turning it back on the children themselves, the posters are designed to make us stop and think twice, and to consider the issues the event is actually raising. Childhood in War is billed as the UK's first dedicated exhibition exploring how war affects and shapes young lives. It traces children's experiences of conflict from the First World War to the present day. With more than 450 million children (over one in six globally) now living in areas affected by conflict, it's a subject many of us are worrying about.

Inside, visitors move through immersive recreations of historic rooms: a large-scale evacuee train carriage, a Second World War bedroom, and a Cold War-era living room and kitchen complete with a period television and a rotary phone. Objects go on display for the first time, including a teddy bear treasured by Holocaust survivor John Hajdu and a red knitted jumper worn by Jochewet Heidenstein on the Kindertransport. These sit alongside contemporary stories and drawings from children in Ukraine, Afghanistan and Sudan, including poems written by young people as part of UNICEF's Poems for Peace initiative.

"Children's voices and experiences of conflict matter," says Craig Murray, lead curator of Childhood in War. "Their stories offer us a unique perspective on the impact of war. By providing a hands-on exploration of childhood through conflict, Childhood in War offers a space for families to reflect, learn and discuss difficult topics together in a world increasingly torn apart by conflict." It was a proper collaborative effort. Johnson Banks led the design and posters with the IWM design studio and created the animation, while Double Up Studio handled the 3D design and Nissen Richards Studio designed the exhibition itself.

Childhood in War is free and open now at IWM London on Lambeth Road, running until 28 February 2027. It's recommended for visitors of all ages, including families and children aged 8 and over. Share Editor's Picks Tips The Graphic Designer Salary Guide for 2026 8 June 2026 Insight The tin-opener philosophy of design: founder Ben Farr on analogue thinking and why he chose Stoke-on-Trent 28 May 2026 Inspiration 15 studios creatives are excited about right now (beyond the obvious) 5 May 2026 Resources Handsome Frank launches a new shop selling beautiful prints by world-class illustrators 8 April 2026 Trending Tips Can you actually grow old as a

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The rebranding of a well-known symbol like the green toy soldier for a significant exhibition addresses a critical social issue, making it impactful and relevant, while also introducing a fresh perspective on a familiar concept.