Toy Packaging: Evolved in the Toy Book’s February 2024 BIG Issue

Design Force, Inc., proudly announces that The Toy Book has published its president, Ted Mininni’s latest article as a feature in the publication’s Outside the Box column of the 40th Anniversary February 2024 BIG issue. The piece, titled: Toy Packaging: Evolved (on page 74) discusses how toy packaging has changed over the last 40 years.

As the article begins, Mr. Mininni highlights the fact that he’s been designing packaging for the toy industry for 38 of the last 40 years, stating that he has “witnessed a myriad of shifts in design strategy, whether influenced by the advent of brand licensing, the quest for sustainability, or the need to appeal to ever-changing consumer tastes and buying habits.” He then goes on to explain how the success of Star Wars and the franchise’s licensed action figures and playsets from Kenner redefined the approach to toy marketing and marked the moment that licensing took over the toy industry. He also touches on how consumers’ demand for transparency has not only led to a more accurate representation of product on-pack, but also to a more realistic and truthful approach to marketing communication.

Also mentioned is the evolution of package structure design and its impact on the shopping experience and the reduction of packaging waste, and how blind box packaging has completely changed the experience consumers have with toy brands both at retail and at home.