The children’s toys industry is incredibly competitive and selling your product can be extremely challenging. Having the right packaging design agency can help give your product the best chance of success. Toy packaging will effect whether your product is the next Harry Potter, or next flop.
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While the packaging of your toy product is considered at a later stage from when you first develop your product, it’s certainly not a step to take lightly. Your packaging not only transforms the look of your product but it also tells people what your product is about. The way your product is packaged can influence your product’s demand and sales along with people’s brand loyalty to make a purchase from you again. Working alongside a PR agency is wise, as the packaging does communicate the brand, and your toy brand is linked intrinsically to your overall marketing strategy.
Many companies do not have the marketing clout of Mattel or other leading toy brands. So your toy packaging does need to help market and sell your toy.
Packaging design for children’s toys isn’t easy and packaging designers will consider a number of things such as:
Appeal from both parents and children – While its children who get to choose the toys they want, parents won’t be willing to make a purchase unless they are convinced that the toy is engaging, age appropriate and easy to operate. Unless your toy has had TV advertising, toy packaging needs to sell the toy.
Uniqueness – The children’s toy market is extremely competitive and it’s important that the packaging is impactful enough to stand out from the crowd. Your toy packaging should also be unique in the sense that it reflects your individual brand. Without this, you may get some sales but are likely to suffer long-term without brand awareness and exposure.
Colour and shape – The shape that your packaging takes form in should be governed by the shape and size of the toy inside. Colours are also extremely important as kids are often attracted to colourful designs. However, adults are often more persuaded by what certain colours trigger. A product completely in red and black could seem evoke feelings of danger and it’s important to consider the psychological process of a consumer.
Material and functionality – Factors like hygiene, sustainability and environmentally friendly toy packaging are extremely important. Many government initiatives are urging brands to reduce their carbon impact and if the outer material of your toy doesn’t look safe, parents will assume this for the toy inside.