top of page

The 5 Biggest Toy Packaging Mistakes

The 5 Biggest Toy Packaging Mistakes

Our team has worked on literally thousands of individual toys & games, and across all these products the area where we have seen the most mistakes is most definitely in the packaging.

Packaging is a crucial part of the marketing mix, because often consumers won’t see your advertising. But in store and online they will see your packaging, and therefore, packaging is the fundamental foundational pillar of all toy & game marketing.

Good packaging doesn’t make a bad product good, but it does make it more likely to sell!

Here are the 5 most common mistakes we have observed over time with toy & game packaging:

  • Functional failure

Often times toy companies spend a lot of time on the graphic design of their packaging, but typically leave the structural engineering of the packaging to the factory. This can be a costly mistake. In the last 12 months we have worked on about a dozen toys & games that had a fundamental packaging structural design issue. Issues observed have included packaging that is supposed to stand up on shelf, so that the store can just put product free standing on shelf. Due to either too small a base footprint or due to an inherently unstable packaging structure, several products would not stand up on shelf, which means that they would fall over on shelf either falling off shelf or sprawling over the display space looking bad. This is such an easy thing to fix! Packaging should have a solid base so it can stand up if that is how the product is to be merchandised. #basics!

  • Failure to effectively, clearly and overtly communicate key product features & benefits

Packaging is a marketing tool. The packaging should clearly show a cool product with emphasis on compelling features and benefits. On a recent project we purchased some competitor samples to compare with the products of our client. One of the products from a major toy company (who shall remain nameless to spare their blushes!) was a really good product with a best-in-class TVC. However, the product was completely cocooned in a weird packaging design which probably meant to be intriguing like an upscale blind bag, but with the only text aside from the logo being a multitude of copyright lines and legal lines in different languages it was not clear what the product was, what it did or why the child should want it! That scores 0/10. Before trying to be too clever, packaging designers should be distilling down the key selling points to communicate clearly what they are – either in text or with images. Children are very basic creatures compared with adults – subtlety is not a formula for success typically with toy & game packaging aimed at children.

  • Failing to protect the product inside sufficiently

Packaging exists in the first place to protect the product inside from damage and wear and tear in transit/while on display in retail. Therefore, above all packaging should protect the product inside. There are plenty of examples of packaging which has failed to protect the product, just go into any retail store and you will find examples of someone getting this wrong. Sometimes it is due to cost stripping, but the bigger picture view makes it clear that there is no point saving a couple of cents if the product is not then saleable.

  • Failing to use all the space available

The prevailing merchandising of products varies from country to country. For instance, I was greatly surprised the first time I visited a department store in Germany because due to the number of board games on sale, the products were not merchandised showing the major space & communication point of the front of the box. Instead, just the end or the side of the box was on display, and therefore those games which communicated more on the end and sides of the box sold better!

  • Failing to stand out on shelf

One of the greatest challenges in a market full of competitive products is achieving standout. When you walk an aisle in a toy specialist retail store you are met with a visual explosion of colour. It takes skill and design nous to create packaging which stands out in such a ‘loud’ visual setting.

Do you need help to understand the toy & game business? We help people from all around the world to understand and successfully enter the toy business. For more information on how we do this, check out our services here:

Have you listened to our Playing At Business podcast? We talk about selling toys & games, interview successful people from across the toy business & we look at key trends in the toy & game business:


Recent Posts

See All

Another Year Beckons: 2024 Global Toy Market Outlook

Sign up for my free e-newsletter and receive all the latest reports, analysis and insights on the Toy & Games business: sign up for free here: Happy New

Post: Blog2_Post
bottom of page