derstand why. Do a simple test: Recall a favorite brand, such as Apple. No doubt, this has recalled a visual image in your mind first and then brand-related word associations, such as “innovation,” “high-tech ground breakers,” and “new category makers.” Well-designed products will enjoy strong sales if presented in well-designed packaging. Poorly designed—or even average—packaging will slow the sales of the hottest branded products, or worse. It cheapens and damages the image of the brand itself. Packaging must align with the brand in every respect and deliver the brand in a credible, authentic, and transparent manner. It’s obvious that kids’ favorite brands do exactly that when it comes to packaging. Hot out of the Marvel The Avengers movie is the Iron Man Mark VII 18-inch action figure in 1:4 scale, from NECA. The manufacturer pulled out all of the stops on both the figure and the packaging. The well-articulated, authentically crafted Iron Man figure features four LED lights in the eyes, chest, and both hands. What really makes the figure stand out is the packaging. A terrific structure and package design architecture mimics Iron Man’s powerful breastplate and the light on his chest panel. A cut-out shows almost the entire figure inside superimposed with high-tech graphics that point to the LED lights embedded in Iron Man’s body. The signature brand colors of red and gold pop out on the retail shelf. The Marvel Avengers brand identity appears toward the bottom of the front panel alone, without any other unnecessesary wording. The back panel of the package depicts the back of Iron Man’s suit. His updated story appears there for his fans, both young and old. This is collectible packaging worth keeping and adds significant value to the Iron Man figure. It matches the quality of the product and the classic brand. So what resonates about this Iron Man collectible with a suggested retail price of $99.99 that’s bringing in much more on Internet auction sites? Authenticity, a high level of engagement, and high-tech design. It is a stand-out in the action figure category, it’s buzzworthy, and it delivers pleasure. Kids (and adult fans) love this. Buzz continues to grow about a new toy that debuted at this year’s American International Toy Fair. Many analysts
MAY/JUNE 2014
Iron Man Mark VII Battle Damaged 18-inch action figure in 1:4 scale, from NECA
predicted that Robo Fish would be a blockbuster for the holiday season, positioned for kids ages 3 and up. The high-tech toy uses basic batteries and is activated when placed in water and swims and moves like a real fish, fin action and all. It comes with its own fish bowl, too. How terrific is it for kids to have pet fish that require no care? There are eight colorful fish available, encouraging kids to add more pet fish to their collection as they go along. To be deactivated, the fish are just taken out of the water and dried off. The colorful packaging tells the story by using visual cues supplemented by limited brand communication. Seeing two excited kids, a boy and a girl, tells consumers at a glance that the toy is gender neutral. A bright clownfish swims in its fish bowl and additional colorful fish are shown on the package. This packaging demonstrates the power of basic toys presented in a highly interactive manner thanks to robotic technology. Robo Fish is cool, original, and delivers surprise and pleasure. It boasts engaging and unique design, and lets kids choose varieties and make their own brand experiences. Both the product and the packaging deliver the brand well. For kids, and all consumers, packaging should authenticate the brand and support it with the right visual and verbal communication. It should make the product and brand a stand-out, engage consumer emotions, and create memorable experiences. Most of all, it should be authentic and unique. If it delivers these things, then it’s a cool brand. The ■ coolest part: It’ll give you the edge on competitors. 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.
THE TOY BOOK • 119