Design Force President and Creative Director Ted Mininni has contributed a new thought leadership article to the Outside the Box column of the the September 2025 issue of The Toy Book.
In the article, Why Packaging Matters Most for Toy Brands, Mininni explores the critical role packaging plays in shaping consumer perception, driving retail success, and protecting brand equity – particularly within licensed product programs. Drawing from decades of experience developing packaging systems for globally recognized licensed brands, Mininni explains why packaging should be treated as a strategic system rather than a collection of one-off designs.
The article highlights key considerations for brand owners and marketers, including the importance of package design architecture, modular design assets, and standardized packaging systems that can scale across categories, licensee partners, and retail environments.
Mininni’s contribution reinforces Design Force’s long-standing focus on licensed product packaging program development and its role in helping brands create packaging that resonates with consumers while supporting long-term growth.