Interactive Toy Packaging Graphic Designers: Britta Moberg & Adrienne Michalakis Packaging Design Packaging Designers: Anna Valentine & Steph Lydon Advisors: Bill Wynkoop and Lorrie Frear
TABLE OF CONTENTS 21 2 Objectives Competition Images 10 Final Design Structure 10 13 Design Production 3 Competition Analysis 15 Production Considerations 4 Toy Research 16 Branding Ideation 5 Design Criteria 17 Branding Logo 6 Concept Sketching 18 Structure Mockup 7 Prototype Attempts 20 Final Package 9 Final Design Structure 26 Marketing Plan
OBJECTIVES 1 2 3 4 5 6 7 8 To design a limited edition toy package featuring interactivity Attract parents and children, primarily ages 7-10 Use paperboard as the primary packaging substrate Utilize unique features not found in competitor toys Promote the newest Disney s Cars movie release Allow the toy to be easily touched and felt in store Have packaging convert into a reusable interactive play structure Address sustainability goals of reducing its carbon-footprint in its packaging
COMPETITION IMAGES
COMPETITION ANALYSIS 1 Mobility 2 3 4 Customization Interactivity Sustainability (0 parts thrown away) McQueen s Garage HESS Trucks Hot Wheels LEGO Cars Tonka Trucks
TOY RESEARCH 1 2 3 4 5 6 Collectible toy sets are more appealing to children than individual toys Toys that are easily transported are played with more often Toys with a strong shelf presence get more attention Parents say they are more likely to buy a toy with additional features because their child will be excited about it longer Keeping a toy simple and not digital allows children to use their imagination and encourages brain development Toys are safer if they have no small parts and no battery compartment * data collected from http://www.nationwidechildrens.org/cirp-toy-safety
DESIGN CRITERIA 1 2 Appeal to both genders Have customizable and personalized aspects 3 4 5 Be cohesive with Disney s Cars brand Have unique features that differentiate toy and package from other current toys Include a mobile aspect so that the toy can be easily taken anywhere 6 Create a sustainable package with zero parts thrown away
CONCEPT SKETCHING
PROTOTYPE ATTEMPTS 1 Using cut paper mockups to visualize 3D layout of box 2 First attempt at cutting out package at real size with corrugated board
PROTOTYPE ATTEMPTS 3 Second attempt at cutting out the package. Added the garage door, car ramp, and cut out for viewing the car.
FINAL DESIGN STRUCTURE 1 Flap Closed 2 Flap Open
FINAL DIELINE STRUCTURE 1 Outer wrap 33 15 / 16 " 24 7 / 16 " Die Cut Score Glue
FINAL DIELINE STRUCTURE 2 Outer Door 12 3 / 4 6 15 / 16 3 /4 Die Cut Score Glue 5 3 7 / 8" Garage Handle Door 4 6 15 / 16 9" 7 1 / 2 Die Cut Score Glue Substrate: 18 point Solid Bleached Sulfate Die Cut Score Substrate: 18 point Solid Bleached Sulfate
FINAL DIELINE STRUCTURE 5 Ramp 5 /8 2 7 / 8 16 41 / 64 5 /8 8 45 / 64 1 1 / 2 2 35 / 64 6 15 / 16 1 1 / 2 Die Cut Score Glue
DESIGN PRODUCTION 1 Outer wrap Ramp Outer Door *scaled to 10%
DESIGN PRODUCTION 2 Door Handle *scaled to 10%
PRODUCTION CONSIDERATIONS 1 2 3 4 Incorporated radii into the design to be more kid-friendly and provide strength to the structure. The corners will not wear out as soon as they would if they were 90 degree angles. (radii in the handle, the door handle, and the corners of the fold down flap) Used velcro for fold down flap instead of magnets because magnets are a choking hazard if they fall off. Changed package design to remove some panels and reduce blank size and weight of the package, which will save money and be more sustainable. Used a flat top with fold down handle to allow for easily stackable shape
BRANDING IDEATION
BRANDING LOGO 1 Typeface Used 2 Primary Colors Used Aero Regular Black #000000 Light Gray #CECECE Bright Red #EC2326 Bright Yellow #FFC83E
STRUCTURE MOCKUP 1
STRUCTURE MOCKUP 2 3
FINAL PACKAGE
FINAL PACKAGE
FINAL PACKAGE
FINAL PACKAGE
Lightning McQueen s Garage has many aspects that allow it to stand out on a crowded toy shelf. It has easy access for customers to touch the car and view its actual size. The package is also well designed and not cluttered so that it is easy to recognize and read.
FINAL PACKAGE - User Testing During production, the garage prototype was tested by young children ages 7-12 who responded very favorably. The children loved the interactive component and wanted to keep the garage!
MARKETING PLAN Handle allows for mobility Open space for stickers Movable door Fold down velcro flap
MARKETING PLAN - Brand Extension 1 All 10 characters from the movie have their own personalized garage. They can all be collected and played with together in a set. This encourages buying more than one garage.
MARKETING PLAN - Accessories 2 Each garage comes with one set of reusable decal stickers to use for customizing the garage and the car. Additional sticker packs can be purchased in order to have more options. This allows the child to be creative and personalize the toy to their own personality each day.
MARKETING PLAN - Advertisements 3 Advertisements for the collectible car garages can be used in social media to highlight the new toy. Social media effects everyone including children and parents. The toy can be bought online by clicking the link for www.disneystore.com/cars Buy online at www.disneystore.com/cars
MARKETING PLAN - Online Store 4 The online Disney s Cars store allows customers to easily purchase toys.
MARKETING PLAN - Video 5 This instructional video can be used to show children and parents the many features of the package and experience the toy virtually. It can be displayed in store on a monitor or viewed by accessing the QR code on the back of each box. * QR code on the package prototype is for placement only - video was not made until after the package was finished. The QR code above is live and will actually link to the instructional video.
THANK YOU!