Spielwarenmesse: Humanizing toy packaging

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Humanizing toy packaging

from Maria Costa

Consumers are valuing people's stories behind the products. In a technology-driven, fast moving, individualized society, consumers are actually appreciating "signs of humanity" in products. That means, the ones related to the creation of a brand, the ones behind the invention of a specific toy, and even the stories of other buyers. Emotional design of the packaging has an effect on both, convincing customers and humanizing the toy company producing the toys.

People behind the toy

There is no better way to move consumers than by letting them know they are not just buying a toy, they are supporting the dream of an amazing person or team. Some companies are realizing the value of presenting the story of their founders, explaining how it all began. Others are giving information about the professionals working on the product. In both cases, the strategy helps them to be seen as an approachable business that cares about their history and even promotes the efforts of their employees.

There are great examples of products that have been including images and short stories in their packaging. Creativity for Kids, a company owned by Faber-Castell, have the photos of their two founders in their product’s boxes. There is an inspirational narration in their website of how two women who believed in the importance of creativity in children’s lives started it all.

Creativity for Kids von Faber-Castell
Creativity for kids, Faber-Castell
Tikiri Toys
Tikiri Toys

The company Tikiri attaches to its toys a booklet with information about how the product was conceived by a Sri Lanka woman, adding to the written information a photography of the actual person behind it.

Automoblox is another great example. On the back of their box you can see a photo of the creator of the wooden cars and the message “It all started with a dream”. From reading the text you get that he started the company partnering with his wife and his cousin, a family business, a touching story.

Automoblox
Automoblox

This is an approach that is being used in different industries at the moment. Just this morning, when I was pouring a glass of milk I realized Pascual (one of the most important milk companies in Spain) has changed its graphics. Now, it shows the image of its founder and a message with the values that he had, ideals that the company is still following. With this, consumers are not only reminded about the long trajectory of the brand, but also about the unique story of the entrepreneur behind it.

People using the toy

In the era of social media, in which sharing personal views is a daily matter, consumers are used to look for opinions from other buyers to make purchasing decisions. They mainly go on-line to get this information, but that might not be the only way they can get it. On some occasions they can find people’s commentaries in companies’ catalogs or on their packaging. Comments by parents excited about their kids involvement in the product, or wonderful children’s remarks such as “Being published feels great”, appear on the back of games like Write Brain Books or My Comic Book by Lulu Jr.

Write Brain Books
Write Brain Books
My Comic Book, Lulu Jr.
My Comic Book, Lulu Jr.

Convince your customers with emotional design

There are different ways of humanizing products. Being a more “human” brand is about showing the people who built it and the professionals working on it every day. It is about incorporating the comments of real clients in your communication strategies. As consumers prefer brands with strong values and companies they can relate and care about, showing more humanity is a relevant strategy nowadays.


The opinions expressed in this article are those of the author and do not necessarily reflect the views of Spielwarenmesse eG.

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Author of this article:

Maria Costa, AIJU

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