As I was conducting market research for a toy brand’s package design refresh last week, and doing my best to channel the mindset of a consumer who isn’t a package design expert, I was paying particular attention to which colors were catching my eye and why. As … Read More
In the world of toy and entertainment brand licensing, more isn’t always better. While it can be tempting to strike as many licensing deals as possible – especially when consumer interest is hot – over-licensing often backfires. From market oversaturation to inconsistent product quality and brand confusion, … Read More
The toy industry is no longer just about appealing to kids. The rise of “kidults” – adults who embrace toys, collectibles, and hobbies tied to nostalgia and pop culture – has reshaped how toys are designed, marketed, and sold. While the products themselves are evolving to meet … Read More
For more than 25 years, our team has developed licensing program style guides for top-tier entertainment brands across every genre imaginable – from classic character-driven properties to those based on animated series, blockbuster films, toy brands and gaming franchises. During that time, we’ve produced tens of thousands … Read More
Back in 2015, I came across a video on social media that truly captured my attention. This video was intriguing to me for two reasons. Firstly, and most importantly, because it exposed so clearly the ridiculousness of the anachronistic practice of asking for spec work – uncompensated, … 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
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
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
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