Fisher-Price Chatter Telephone, from Basic Fun
However, in some cases, it’s nice to represent both classic toys and packaging as they were when they first came on the scene. Teenage Mutant Ninja Turtles (TMNT), favorites from the 1980s, are back. With the release of a feature film in August, a hit TV show on Nickelodeon, and a comic series from IDW Publishing, the Turtles are hotter than ever. Playmates Toys recently rereleased the classic figures that first appeared in 1988 for Toys “R” Us. Leonardo, Michelangelo, Raphael, and Donatello received an instant jolt of recognition from collectors who grew up loving this crime-fighting quartet, upon seeing the classic action figures and packaging. The primary difference in the retro packaging is the brand communication in the upper right-hand corner: “Classic Collection” and “Originally released in 1988.” The throwback packaging with each figure in classic action pose, the original brand identity, and the toned-down color palette look cool when juxtaposed next to today’s neon-colored, sophisticated packaging for TMNT toys from the animated series. Besides the packaging, the figures have less articulation than contemporary ones, which adds to the vintage feel. The back panel of each package doesn’t share the story about the character inside, but instead relates to the franchise’s history and origins. These figures and packaging have strong appeal. For adults, they’re nostalgic and collectible. For kids, they’re cool, since they’re so different from the modern action figures they’ve seen since they were young. Fisher-Price has been a beloved toy brand for infants, toddlers, and preschoolers for more than 80 years. The wheeled Chatter Telephone, which toddlers pulled behind them with a string, was introduced in 1962. It became an instant hit and the brand’s No. 1 toy for most of the 1960s and 1970s. Time magazine ranked it 45th on its list of the AllTime 100 Greatest Toys. The buttons and dial encouraged kids to emulate their parents on the phone and to develop speech. Today’s version is made of plastic rather than its original wood, but it has been re-released in its classic packaging by Basic Fun. Cut-outs on the top, front, and sides of the package encourage kids to “try me.” The original Fisher-Price brand identity and signature red canopy across the top and sides of the plain brown box are very retro, as is the bright blue band across the bottom of the packaging with the simple brand communication: “Fisher-Price Classic Toys.” A red starburst on the lower left-hand side of the packaging states:
SEPTEMBER/OCTOBER 2014
“Yesterday’s classics—for kids of today” as a nod to the toy’s history. Regardless of how sophisticated today’s kids are from the youngest age, the interactive nature of the Chatter Telephone resonates. Parents and grandparents will smile and endorse this classic toy in its retro package. Cabbage Patch Kids, a 1980s classic, have been making a comeback. In a smart marketing move, the brand launched Cabbage Patch Celebration Kids last year to mark the brand’s 30th anniversary. It’s clever to leverage a birthday party celebration—something that kids clearly love. Festive packaging depicts colorful streamers and confetti to make the point. The most important piece of brand communication is the brand identity with the “Celebrating 30 Years” banner, in the center lower front of the packaging. In the lower righthand corner, a special “Celebration Kids” logo further extends the theme of these special-edition dolls with packaging as important as the toys. As for the Cabbage Patch Kids, each is still slightly unique and one-of-a-kind—“just like you,” the packaging proclaims, leveraging its cornerstone brand value. Each doll still comes with a birth certificate and adoption papers, as well as a festive cupcake comb for the girl dolls and hip glasses for the boy dolls. All of them are still branded with the signature baby powder scent they have always had. Yet, these plush babies are now contemporary with color-streaked hair and clad in trendy party clothes. This is proof that product and packaging can leverage classic values and cues, while being contemporized to appeal to a new generation and bring back fond memories for parents. When classic brands consider designing retro packaging, they must define their objectives and reasons for doing so beforehand. They must also consider how “retro” to go: Will heritage packaging benefit from tweaking to contemporize it a bit or is it better to recreate the original? Remember that there should be appeal for multiple generations. If these criteria are not met, retro package design may not be the best idea. ■
Ted Mininni is president of Design Force Inc., the leading package and licensing program design consultancy to the consumer product and entertainment industries. Mininni blogs about package and licensing program design at www.designforceinc.com. He can be reached at (856) 810-2277.
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