Breaking into the world of brand licensing can feel both exciting and overwhelming for a new entertainment property. There’s a rush to get products into the marketplace, meet fan interest, and build visibility. But before the first pitch deck is shared or the first licensee conversation begins, … Read More
Seasonal style guides are a crucial part of the brand licensing ecosystem. For entertainment properties, they serve as the bridge between storytelling and retail, taking beloved characters and translating them into timely, relevant, and commercially-effective seasonal campaigns. When executed well, a seasonal style guide goes beyond adding … Read More
Walk down any toy aisle and you’ll witness a silent competition: dozens of packages vying for a child’s attention, each one hoping to spark a moment of emotional connection strong enough to trigger the magic words:“I want that!” In today’s hyper-competitive retail environment, where kids are bombarded … Read More
A style guide is one of the most critical tools a toy or entertainment brand can develop when it’s ready to enter the world of brand licensing. A style guide ensures that licensed products across all categories are visually-consistent, licensee partners are working efficiently as they develop … Read More
In the toy and game industry, a brand’s packaging is often the first – and sometimes only – chance to connect with consumers and motivate their purchase decisions. Yet, too many manufacturers treat package design as an afterthought – a last step once the product is finalized, … Read More
Conversations with clients – especially those navigating brand licensing – often uncover some of the most pressing challenges in package design today. Whether working with licensors or licensees, one issue keeps rising to the top: how to handle co-branded package design when two powerful brands come together. The trend … Read More
For toy and entertainment brands, launching a licensing program can seem like a natural next step – a way to extend the reach of a beloved IP, open up new revenue streams, and grow the brand into categories beyond toys and entertainment. But licensing is not a … Read More
When most people think about style guides for licensed toy and entertainment brands, they picture character art, logos, and maybe a color palette or two. Those are the headliners. But behind every successful licensed product line – whether it's a line of collectible figures, school supplies, or … Read More
This month’s issue of BOLT! features an article I had written for the Toy Book’s BIG February 2025 Toy Fair issue, which I feel will benefit our subscribers, since it identifies trends in toy packaging for 2025. As an expert in package design for the toy and entertainment … Read More
In the high-stakes world of the toy industry, packaging is a strategic brand asset that differentiates products, captures consumer attention, and drives purchasing decisions. While parents may make the final purchase, children exert considerable influence on what gets chosen. Therefore, packaging that actively engages kids at retail … Read More
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