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
Given the fact that our roots are in the toy industry, appealing to kids has always been an area of expertise for our team. Over the past twenty years, we've conducted a considerable amount of research to understand how best to capture and maintain the attention of … Read More
A brand's package design architecture is most often what resonates first and foremost with consumers. While some consumer product brands don't leverage package design architecture as an integral part of their package design, most knowledgeable brands do. In some cases, it's obvious; in others, less so. Package … Read More
Owners of licensed brands, as well as their licensees, are sometimes disappointed by the sales of licensed consumer products. Even for strong properties, sales can fail to meet projections. Quite often, the problem lies in the fact that the property's packaging program is poorly designed and its … Read More
It's no secret that kids crave action, and lots of it. The truth is, so do adults. Generations have grown up with comic books and movies that have created pop cult heroes with established back stories that resonate. These are the good guys who take on all … 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
Experiential marketing is a tactic used by brands to appeal to consumers' senses to engage them more meaningfully. Experiential branding goes much deeper. It's a powerful differentiator, generating excitement and pleasure for consumers that lead to stronger brand preferences, purchases and loyalty.
Entertainment brands are experiential by their … Read More
Every brand that chooses to enter the world of licensing needs to have its own packaging program. And I'm not talking about a simple rectangle with the property logo and a background pattern placed inside of it that some licensed brand owners call a packaging program. I'm … Read More
As one of the leading design consultancies to the consumer product and entertainment industries, we are continuously addressing the questions that arise as we interact with our licensing industry clients, many of whom are among our most avid BOLT! readers. After many in-depth conversations during the course … 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
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