OUTSIDE THE BOX
cream, matte, and metallic finishes. It is the packaging for these lipsticks that shakes up everything else within the category. Each shade has a unique package design featuring an image of a place, experience, or object that is reminiscent of that shade of lipstick. It’s cool, it’s art, and it’s made of biodegradable cardboard, too. While high-end in appearance, the product sells for a cool $8. This is branding that hits on all cylinders for kids and young adults. In an interview with beautypackaging.com, Beth Hayes, vice president for Sephora Collection says, “We created Sephora Collection #LIPSTORIES, a new inspirational collection … that encourages our one-of-a-kind clientele to tell their unique story, as inspired by the colorful shade range and unique packaging.” Is it any wonder that Sephora is connecting with young consumers, or that it’s redefining the cosmetics business? TOYING AROUND What are the things that appeal most to kids? Toys that are funny, ugly, and gross. If you don’t believe me, look at the proliferation of hot toys in the marketplace these days, many of which touch on one or all of these attributes. Hasbro’s game, Don’t Step in It, is a great example. So are toys such as Mattel’s Monster High dolls, Skyrocket’s Grumblies, and Cra-Z-Art’s make-your-own Nickelodeon slime kits. There’s also a proliferation of plush introductions in the marketplace. Some of the hottest brands are funny, ugly, and gross—but also cuddly! It’s a conundrum, sure, but it makes perfect sense to kids. For example, Spin Master recently acquired the rights to UK property Fuggler, a unique line
of collectible plush dolls. A company press release from last July about the acquisition reads: “Having originated in the UK, the funny, ugly Fuggler monsters began to gain a cult following due to their quirky and off-beat nature. Each character features a unique toothy smile or grimace, eyes, and a signature butt-onhole. Their imperfectly perfect look and mischievous expressions are irresistible ... There are more than 50 unique Fuggler characters to collect, available in 9- or 12-inch sizes. Rare characters can be discovered by checking for glow-in-the dark teeth and eyes.” Speaking of eyes, there are Fugglers with shiny, glass eyes and Fugglers with kooky, mostly mismatched button eyes. Their mouths and other facial features have a handsewn appearance. These plush characters are reminiscent of sock puppets in many ways, but they’re contemporized versions for a new generation of kids ages 4 and up. Actually, I can envision this toy appealing to tweens, teens, and even adults who enjoy quirky pop culture products. In a wise move, Spin Master chose to package Fugglers in the most basic, brown packaging. Or is it basic? Consumers can see the Fuggler’s unique face peering out at the world through the die-cut window
surrounded by monster bite marks. Since the package design is purposely minimalistic, the total focus is on the monster with a toothy, slightly malicious grin. The brand identity, a black cartouche, also features bite marks on its upper left-hand corner. Bite marks also appear on the letter “F” and the letter “R” in the Fuggler logo, which allows the same brown carton color to show through its holding shape. Underneath the logo is a simple three-word descriptor of the toy— “Funny Ugly Monster.” The only other verbal brand communication on-pack features a “warning,” posted within a box in the lower right-hand corner. It tells kids to “Adopt at your own risk,” and advises them to sleep with their mouths closed and one eye open. This leverages “kid speak” in a highly relevant manner for children. In fact, it makes the brand irresistible. What Spin Master began on-pack, it fleshed out further on the Fugglers brand website, with storytelling that has the right tone, a bit of irreverence, and a whole lot of audacity that promises to create another pop culture following. You might observe that Fugglers are toys, and so, of course they “kid speak.” Let’s remember that a great deal of plush in the marketplace is cute and cuddly, so there’s an opportunity to go counter-culture to great effect. The packaging, as well as the product and its positioning, heightens the brand’s appeal to kids. Whether a brand is born of a heritage company or of a new one, developing unique visual and verbal language properly rooted in “kid speak” will be the determining factor in its success. Nothing matters more than its interpretation on pack, since that is where the brand meets the consumer in person. »
Ted Mininni is president and creative director at Design Force Inc., a package and licensing program design consultancy to the consumer product and entertainment industries. The goal of Design Force is to establish strong emotional connections with consumers and create powerful visual brand experiences that engage, excite, entertain, inspire, and influence consumers’ decision to buy. Mininni can be reached at (856) 810-2277. Visit designforceinc.com for more information.
toybook.com | FEBRUARY 2019 | THE TOY BOOK
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