The logo should be fun, bright and memorable. There could potentially be an animal mascot included in the logo. If an animal is included in the logo it should be something cute and popular, examples being penguin, hedgehog, meerkat, zebra, snail or bee for example. Since the toyshop group is situated in South Africa, an African animal is appropriate (eg meerkat or zebra) but not absolutely essential.
Then there is the possibility of doing the logo without a mascot – focusing just on the font. I am very open to different ideas.
What the logo should NOT contain: giraffe (as on the uploaded image of the current logo), balloons (current logo), anything suggesting jigsaw puzzles, anything suggesting magic.
Uploaded (current) logo: the only thing about the current logo that I would consider keeping is the colour scheme of the coloured stripes and potentially the curve of the logo (in the case of the uploaded image, it is the word ‘Morningside”).
The actual spelling of the logo: It is a reinvention of the word “Thingamajig”. It should be easy to read. Also it should not look like a misspelling of Kiddie Magic. Kiddie Ma-Jigs or Kiddie-Ma-Jigs are the two versions that seem to work best. Designers are welcome to make suggestions and should keep the legibility/comprehensibility issue in mind when choosing fonts.