Package design plays a crucial role in the success of any brand vying for consumers’ attention. However, I would argue that, for toy brands, it’s even more significant that package design be well-conceived and executed, given the visually-chaotic environment of today’s mass retail toy aisles. Of course, … Read More
As the saying goes, you never get a second chance to make a first impression. This is especially true when it comes to package design for toy brands, which can play a crucial role in whether or not parents will even pick up and consider a particular … Read More
When consumers make purchases in retail environments, they're usually making up their minds in as little 10 to 20 seconds – according to research conducted by consumer behavior experts. They also ignore up to 2/3 of competitive products in the process. These statistics show just how difficult … Read More
Whenever someone writes a piece about the 3 things you should do to ensure success at anything, I’m usually skeptical. Because I know there’s a lot more to it than just getting a few things right. And, yes, that’s certainly true in this scenario as well. There’s … 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
Packaging for toy and entertainment brands, whether licensed or non-licensed, can't be successfully developed without first considering its context at retail. After all, it won't exist in a vacuum in the retail environment, so it shouldn't be designed in one either. Gain insight by conducting a retail audit The … 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
Many elements of visual brand design are presented on a large canvas, but packaging is an exception. Especially in the toy and licensed consumer product categories. Working within space constraints and still being able to design effective packaging is the challenge for marketers and package designers. But … Read More
So you got your toy packaging right. It's engaging kids and their parents. It begins the process of building relationships between them and your brand. It's memorable, relevant and personal. In short, it's sticky. Congratulations. It's terrific when brand managers maximize the effectiveness of their packaging. They understand … Read More
If any of you have ever had a collectible appraised, or you've watched that process on TV shows like Antiques Roadshow, you know that there's greater value if the item is in its original packaging. And you also know that the condition of the packaging matters as … Read More
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