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 Hasbro continues blazing the path of sustainability by eliminating all plastic components from their toy packaging by the end of 2022, it’s interesting to see the innovative solutions that they’ve instituted to replace a broad variety of structural configurations that relied heavily on blisters and acetate … Read More
As a self-proclaimed Star Wars geek, I had been anxiously awaiting Disney+’s latest Star Wars live-action series, The Book of Boba Fett, since that feeling of sadness and emptiness washed over me after the incredible first season of The Mandalorian was over. The Book of Boba Fett debuted … Read More
The development of a packaging program for a licensed brand, when done correctly, is approached from a modular point of view, with its design assets seamlessly accommodating any potential structural configuration across a broad range of consumer product categories throughout the retail environment. Getting this right is … Read More
Packaging for toy and entertainment brands, whether licensed or non-licensed, can't be successfully developed without first considering its context at retail. After all, it won't exist in a vacuum in the retail environment, so it shouldn't be designed in one either.
Gain insight by conducting a retail audit
The … Read More
Brand owners in the toy and entertainment industries are acutely aware that today's kids are sophisticated, brand-savvy and connected at an early age. Their purchasing power continues to rise at a staggering rate and they now have a heavy influence over household purchase decisions. They're comfortable spending … Read More
I place a very high value on the discussions I have with my clients about the issues they're struggling with as they develop packaging for their products. Whether they're with a brand owner or licensee, these conversations help to identify which challenges are most common. And, as … Read More
In a retail landscape filled with traditional consumer product brands turned licensed brands, it's virtually impossible for consumers to tell the difference between core products and licensed products bearing the same brand name. Quite often, licensed products appear to be extensions of a brand's core product line. … Read More
There's nothing more satisfying to me than to see two successful brands come together to form a partnership that benefits both equally. These perfect fits always result in innovative co-branded products that resonate with consumers and inspire purchase. Sometimes, however, they result in something so visually breakthrough … Read More
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