The concept of "kidulting" – a trend that speaks to the inner child in adults, inviting them to indulge in the nostalgia of their youth while embracing the responsibilities of adulthood – has taken the world by storm in recent years. This phenomenon has had a profound … Read More
A couple of months ago, I received a call from a true toy industry legend who said that he was about to launch one of his most amazing product lines to-date, and he wanted to work with our team to develop its packaging. That call came from … Read More
If you’re a loyal reader of my posts, you know that I’m always looking for what I refer to as “perfect fit” brand licensing collaborations – when two successful brands with complementary or common attributes come together to create a unique licensed product that’s certain to connect … Read More
The most vital tool in the brand licensing arsenal is arguably the consumer product licensing program style guide. It serves not only as an asset and guidelines delivery system to ensure that all licensed products stay true to the essence and visual aesthetic of the licensed brand, … Read More
In the world of toy and entertainment brand licensing, the consumer product licensing program style guide plays a pivotal role in delivering core and trend-based design assets to licensee partners on an annual or seasonal basis. They can range from behemoth programs for mature brands with a … Read More
Back in December of 2019, Hasbro announced that they would begin phasing out plastics from all new toy and game packaging across its portfolio of brands. Their goal was to eliminate virtually all plastic components, including polybags, elastic bands, shrink wrap, window sheets and blister packs from … Read More
As I walked through Target this past weekend to do a retail audit for one of our clients, I noticed their seasonal collection of outdoor and summer-themed products under their private label brand, Sun Squad. I don't usually put too much energy into evaluating retailer brands, but … Read More
As we continue to refine our philosophies and approach to the design of packaging programs for licensed brands, we take into consideration the questions asked by licensed brand owners and licensee partners alike. Their questions reveal the challenges they’re facing as their needs and the retail environment … Read More
Some licensed product packaging programs are underachievers. They consist of very little in terms of package design assets and they offer very little direction with regard to standardization. The licensed brand owner doesn’t give packaging much thought or concern because they’re extremely product-focused. And they don’t realize … Read More
As the purpose and functionality of a licensing program style guide evolve to better serve both licensed brand owners and licensee partners, we see a shift in the questions we’re asked most often by our clients. Their questions shed light on the challenges they’re facing as the … Read More
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