It would be an understatement to say that not all licensed consumer products sell through at retail, regardless of how hot a property may be. More often than not, we can pin this on a poorly-conceived, visually disjointed or underachieving licensed product packaging program. Unlike traditional consumer … Read More
Restless consumers are hunting more than ever for products that deliver additional value. Co-branding a strong national brand with an equally-recognized licensed brand is one way in which to accomplish that. The goal: to pump up volume and to gain a competitive edge by attracting and retaining … Read More
Hasbro announced that, in 2020, it will begin phasing out plastics from all new toy and game packaging across its portfolio of brands. The goal of the initiative is to eliminate virtually all plastic components, including polybags, elastic bands, shrink wrap, window sheets and blister packs from … Read More
The trend of entertainment and consumer product brands from the past reemerging and banking on their rich heritage in today's marketplace continues to gain momentum. And I'm not surprised. While there are a lot of reasons brand owners are reintroducing these classics instead of investing in the … Read More
As the principal of my own design agency for almost 30 years, my belief that creativity is an absolute necessity for problem solving in our new business environment is deeply ingrained. Clearly, given the marketplace that has emerged since the downturn in our global economy, the same … Read More
Have you ever noticed that kids often love the packaging that a toy comes in more than the toy itself? They usually find creative ways to integrate colorful packaging into their play. Even basic cardboard boxes are turned into dollhouses, spacecraft, robots, puppet stages or anything else … Read More
How can we reach new generations of consumers? That's what many marketers of mature consumer product companies are asking themselves as younger customers in every age group are actively seeking brands that offer personalities and experiences with which they can align. Read: brands which are relevant to … Read More
Successful packaging for consumer product and licensed brands not only fosters attention and an emotional buy response out of the gate but satisfies consumers' unconscious need to identify who they are by the brands they choose and to get emotional validation from them after they make a … Read More
Every character from the worlds of toy and entertainment has a story. Those that have engaging backstories and compelling, ongoing sagas create avid fans. The best of these brands transcend cultures and generations and have legions of fans around the world. So why isn't it easy to … Read More
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