The Toy Book - 2016 NY TOY FAIR EDITION

OUTSIDE THE BOX
toys at Toys “R” Us. A product image is on
the package, superimposed over a primordial
landscape, clearly appealing to the dino-loving
demographic, ranging from toddlers to
early tweens. Verbal brand communication
matters to the product’s success, with claims
that the T. rex “walks and stomps” and
“stands and roars.” Kids are invited to lift the
fifth panel so that they can see T. rex stand at
its full height of 2.5 feet. With LED-lit eyes,
spikes, and a chest that shoots boulders
as projectiles, this T. rex has all the special
effects that delight kids.
The packaging is highly functional
because it suggests that it should be
retained and used to store the Ultra T-Rex
and its small parts. But the ultimate value
of this packaging lies in the depiction of
the toy and its “special effects,” which
feed the story in children’s minds and
suggest new possibilities each time
kids take the toy out to play.
LICENSE, BUT
DON’T LOSE THE BRAND
IN THE PROCESS
Licensing a brand is not a small
undertaking and it demands a great
deal of expertise. While many property
owners dream about licensing,
many licensed brands minimize their
chances of being successful without
putting style guides for its licensing
program and package design system
in place. If these assets don’t exist,
or if they are not expertly designed,
licensed products have a high likelihood
of failure. Even if they don’t
fail, they will never maximize their
potential because the core brand
isn’t fully leveraged at retail.
OYO Sports has been successfully
licensing highly authentic products
for the National Football League
(NFL), Major League Baseball (MLB),
National Hockey League (NHL), Major League
Soccer (MLS), and National Collegiate
Athletic Association (NCAA) since 2011. But
because each league, and each team within
these leagues, has its own packaging requirements,
the licensed brand had no visual
cohesiveness or consistent representation at
retail.
When we began to refresh their licensed
product packaging program, our primary
goal was to create a single, common look for
all OYO Sports packaging—one that would
accommodate each league and its teams
while also emphasizing OYO Sports in a
consistent manner. It was important to create
a new package design system to reflect OYO
Sports’ brand values as well as selective
visual and verbal cues that meant the most
to sports fans. We knew that would establish
incredible value and equity for OYO Sports as
the brand began to consolidate its power in
the marketplace.
The company recently released its redesigned
NHL packaging
via its new hockey rink sets to acclaim from
kids and hockey players alike. The authentic
and realistic details of the new rink sets
presented in new packaging for the 30 NHL
franchises resonate with fans. They capture
the excitement of the sport and the genuine
appeal of its great star players. New
York Islanders winger Kyle Okposo made
an appearance at the NHL store in Manhattan
in mid-November when the products
launched, signing autographs and engaging
kids in hockey games. There was a “thumbs
up” from everyone who built the rinks and
participated.
There’s nothing more gratifying than
leveraging the licensed brand on packaging
by hitting the sweet spot with sports fans. It
comes from knowing and understanding each
sport intimately, and years of working with licensed
consumer products for sports brands.
It comes from being fans ourselves: what
thrills us thrills the audience for each sport.
As OYO Sports rolls out products for its
other licensed sports brands in the new package
design system, it will give full expression
to the values of each league and its teams, as
well as those of OYO Sports. By leveraging
emotive visual brand communication that
fans of various sports leagues and teams
respond to, and by using selective verbal
communication, we are confident that the refreshed
licensed product packaging program
hits the mark. More importantly, it gives the
OYO Sports brand a competitive
advantage, making
an impact that will ensure
the creation of legions of
dedicated, loyal fans.
THE BEST PART OF
INSIGHT OUT
PACKAGE DESIGN
Teams of designers have
the power to create meaningful,
enduring relationships
that have a lasting impact
between brands and consumers.
We can shape the
experiences that bind them
together in satisfying, emotive
interactions because we
share in these experiences.
We are people designing for
other people, and our deepest
joy comes from successfully
establishing a connection
between consumers and brands. When
we have a deep understanding and respect
for both, we can make magic happen. »
As president and creative director
of Design Force Inc., Ted Mininni
sets the standard for research and
design development for the consultancy,
while guiding his team to
achieve their clients’ goals through
expert creative strategies.
TOYBOOK.COM | FEBRUARY 2016 | THE TOY BOOK 241