If any of you have ever had a collectible appraised, or you've watched that process on TV shows like Antiques Roadshow, you know that there's greater value if the item is in its original packaging. And you also know that the condition of the packaging matters as … Read More
It's obvious that toy marketers are taking more time to develop meaningful content around their brands to create deeper relationships with kids. And they're using many platforms with which to do it. They also get it: content delivered in many forms enables kids to interact at times … Read More
Package design, when well-conceived and executed, plays a pivotal role in the realm of brand experience. Especially in the case of toy packaging and licensed consumer product packaging. Good package design brings consumers into storylines. Great packaging delivers something so compelling that consumers actually experience the full … Read More
It's striking. In our conversations with emerging property owners who wish to license their brands, the same goal crops up again and again. They envision licensing their properties in as many categories as possible to achieve a 360º brand experience for their fans. The thought process is … Read More
It's a marketer's dream. How cool it is to inspire consumers to form a cult or a tribe around a brand. To develop such compelling attributes that consumers can't wait to become a part of the brand. Can't wait to be identified by it and adopt it … Read More
Category selections are scanned in seconds and either passed by or picked up for further evaluation, and hopefully, purchase. Much of the assessment process rides on package design. Packaging is often the make or break factor in consumer decision making. Adequate package design doesn't cut it anymore (but … Read More
Challengers are contenders. They think differently. They grasp the fact that there are always opportunities if they dare to carve out a new niche for their brands within existing categories; or (gasp) create new ones. Contenders pack as much power as they can into every aspect of … Read More
There's been a paradigm shift in the licensing world mirroring the fundamental transformation of consumers. It isn't sufficient for licensors and their partners to co-brand consumer products in numerous categories and hope to collect significant revenue. All while hoping to keep their properties relevant and evergreen. If … Read More
There's a lot at stake when prepping a brand for licensing. While it has the potential to become a valuable business opportunity for licensors and their partners, a licensing program should only be put in place when a brand is ready for it. Translation: the property has … Read More
Marketers seem so intent on using every conceivable platform to leverage their brands, digital or otherwise, that they often lose the customer in the process. Brand-centric thinking isn't necessarily customer-centric, is it? Consumers aren't interested in purchasing branded products that are largely viewed as commodities in one … Read More
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