There’s no denying that the toy aisles within our favorite mass retailers are among the most visually-chaotic and ever-evolving environments for consumers to navigate. Every toy and entertainment brand is vying for the attention of parents and children alike within this highly competitive retail landscape. Maintaining their … Read More
Creating a licensed product packaging program for toy and entertainment brands is a complex and multifaceted process that requires a deep understanding of the brand's essence, its target audience, current market trends within the brand’s key categories, and some expert insight into consumer shopping behavior. The goal … Read More
The toy industry is constantly evolving with new trends, technological innovations, and consumer preferences. One of the most significant keys to the success of toy brands at retail is package design. Arguably, package design plays more of a vital role in the toy industry than in any … Read More
In the ever-evolving world of brand licensing, one of the most exciting and impactful trends is the collaboration between entertainment brands and high-end fashion labels. These partnerships bring together the best of both worlds: the broad allure and narrative richness of entertainment franchises, and the prestige and … Read More
Over the course of the last few decades, our design consultancy has come to realization that package design serves as a powerful tool for storytelling, brand recognition, and consumer engagement. As experts in package design for licensed brands, in particular, we understand the importance of creating a … Read More
Being a toy industry veteran with 38 years under my belt, I’ve witnessed a myriad of shifts in toy packaging design strategy, whether influenced by the advent of brand licensing, the quest for sustainability or the need to appeal to the ever-changing shopping behaviors of consumers. And, … Read More
In the ever-evolving retail landscape, a brand’s packaging is arguably its most important brand communication vehicle. Quite often, it is through a product’s package that consumers first come in contact with a brand in a tangible way. Therefore, this experience must foster a great first impression. For … Read More
It’s undeniable that brand collaborations define today’s brand licensing landscape. It seems like a new Brand x Brand is announced almost every day. And, for good reason. The industry thrives on novelty and innovation, and one of the most compelling forms this takes is through promotional partnerships … Read More
For most toy brands, the first point of contact between the product and its young audience and their parents is the packaging. Of course, package design plays a pivotal role in capturing the whimsy and excitement inherent to the toy brand and conveying the play pattern of … Read More
Packaging, by nature, is interactive. It makes the brand tangible to consumers at retail. Taking a good look at the current package design systems for most toy and entertainment brands is a revealing exercise. While doing so, ask yourself: Does the package design align with the brand? … Read More
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