In an era characterized by rapid technological advancements, the consumption habits and preferences of youth audiences, particularly Gen Z and Gen Alpha, are continually evolving. These digitally native generations are growing up in an interconnected world, profoundly influenced by technology, and this dynamic landscape significantly impacts the … Read More
A couple of months ago, I received a call from a true toy industry legend who said that he was about to launch one of his most amazing product lines to-date, and he wanted to work with our team to develop its packaging. That call came from … Read More
If you’re a loyal reader of my posts, you know that I’m always looking for what I refer to as “perfect fit” brand licensing collaborations – when two successful brands with complementary or common attributes come together to create a unique licensed product that’s certain to connect … Read More
In the world of toy and entertainment brand licensing, the consumer product licensing program style guide plays a pivotal role in delivering core and trend-based design assets to licensee partners on an annual or seasonal basis. They can range from behemoth programs for mature brands with a … Read More
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
If you’ve been in the toy industry for as long as I have, you have fond memories of the glory days of NY Toy Fair… the incomparable human traffic jam at the front doors of 200 5th Avenue (aka the International Toy Center, which we lovingly referred … Read More
It’s been very long and difficult couple of years for all of us since the World Health Organization declared the novel coronavirus outbreak a global pandemic. During that time, we, as a global society, have had to endure a magnitude of challenges, from annoying inconveniences to heart-wrenching … 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
Let’s face it: most of humanity can say that 2020 was one of the most difficult years of our lives due to the COVID-19 pandemic. Most of us wince at the mere mention of the number. But, as is the case with almost every crisis that we’ve … Read More
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