Toy Packaging: 5 Key Success Factors
One of the most critical factors in the success or failure of a new toy or game is the packaging. Packaging is such a fundamental part of both the product and the marketing effort. Often companies are too rigid in their packaging formats, and fail to take advantage of the opportunity to innovate to command cleaner space in store and online and to achieve visual standout to deliver impact and increased sales.
Here are 5 Key Success Factors for toy and game packaging:
1. Stretch And Re-Invent The Packaging Format – One of the most successful products our team worked on was a big cumbersome box which shipped into a non-traditional retail environment which didn’t allow for easy merchandising of this item. Because of this the product ended up stacked along the queue for the checkouts and became a big sell-out hit with this particular store chain because of the high visibility created by a packaging format which was not designed for that kind of store. Another classic example of changing the packaging format to deliver significant and sustained success would be Bananagrams, this game delivered in a quirky banana coloured and shaped pack format had to be merchandised differently versus standard sized square and rectangular board game boxes which could easily be squeezed onto the established planogram.
2. Clarity Of Communication – this is one of the most important factors. Your packaging should help to convey a number of things – clearly – to both parents and children. What is the product, what does it do, why is it fun, why is it better or different from so many other products out there you could buy, what are the key features of the product, who is the target age/demographic for the game…we could go on and list many more questions, but the reality is that packaging needs to communicate a lot and it needs to do it clearly. The word esoteric means ‘intended to be understood by only a small number of people’, unless you only want to sell to a small number of people don’t make your packaging esoteric! Make it so obvious that it clearly communicates to even the dumbest or most distracted person what it is, what it does and why they might want to buy it!
3. Display & Demonstrate Key Product Features – this factor could be simply typified by 2 words: TRY ME. Ok, that may or not be on the packaging, it may be on the product, but the packaging needs to prominently display the TRY ME feature and action button. If a product is fun, noisy or flashy, and if it can show that off while still in the box, then TRY ME becomes a powerful sales driver for physical retail as kids will pick up the product, try it & want it. If your product can’t be operated in the pack, but still has some striking physical features then show them! Window boxes and blister packs are the classic executions of this.
4. Save Detail For The Back Or Side Of Pack – whether it is on shelf in a physical store or on an e-commerce site, there are usually plenty of opportunities to share necessary details. The front of the packaging should SELL the product. If you don’t sell product you don’t have a business, so if you need to put legals on the back, side or on a tag in tiny font so be it. The front of pack, or front of product – whatever is facing the customer – is sacrosanct & every line of text or image needs to be working to sell the product.
5. Make Robust Packaging – I once managed a good-sized toy brand which had a low-price version of the main product line. The low-priced range though was so ‘value engineered’ that it was effectively not usable because most of the time the product failed to get on shelf without suffering significant damage. The product line bombed and worse than that actually affected sales of the main line for 2 years or so because we lost retail and consumer support. If the product is likely to look crappy and damaged on shelf or when it arrives through the post then you are not going to achieve good sales, or at least you might do but you’ll get lots of returns and bad reviews. Just don’t let really basic issues jeopardise your success – like tatty shrink-wrap or cardboard pack structures which clearly are not going to stay robust against being banged about in transit or are not going to withstand a child clumsily and heavily grabbing the product.
There are many more critical factors in creating compelling packaging, but this article lists just a few of the things to consider.
We work with some great packaging and printing suppliers, in China, India and elsewhere. For more information please feel free to drop us a line, or visit our Toy business Consultancy website: www.KidsBrandInsight.com