Why Retro Brands? Why Now?

July 9, 2012 at 1:34 pm by Ted Mininni

Trendwatching.com for July 2012 focused on the latest consumer trend, what they dub “Newism: why consumers crave the new”. Yet, at the tail end of the newsletter these words appear: “Last but not least, it does not mean all consumer attention will be focused on the new. There will still be endless value in heritage brands, known to deliver constant, trusted quality and provenance. There will be value in well-told, compelling stories. In comfort. In tradition.” Well put.

Many marketing articles discuss innovation and the need for a constant stream of shiny, new, aaaah-inspiring consumer products. You know, restless consumers demanding the latest, when they want it, and how they want it delivered. Do they want incremental improvements? Not so much. Exciting, stimulating, out-of-the-box items? Yes. So why the interest in retro among kids’ entertainment brands? After all, kids are interested in interactive technologies to play games and connect with their peers. How do retro brands fit the picture?

I’ve got some theories about this and they’re more than gut feelings since we’ve worked with kids’ brands for two decades now.

For all of their sophistication, kids are still kids. Translation: kids will love the same kinds of entertainment their parents did at the same age; as long as the cool aspects of the brands involved are leveraged. As long as they’re classic and modern at the same time. Oxymoron? Not in the least.
Story telling appeals to all consumers; kids most of all. Bringing retro properties’ stories forward for a new generation makes them fresh and new all over again.
Making sure to leverage the visual assets that make each brand unique and endearing in product and package design attracts children and reassures parents.

Hence the reemergence of Teenage Mutant Ninja Turtles, The Smurfs, Cabbage Patch Kids, Transformers and a host of other classic brands. Notice how their toy power has also led to blockbuster movies, digital games and licensed consumer products. They’re hot and happening. All over again.

Trust. Value. Quality. Heritage. A great story. Ever-important in a world where so many brands disappoint. Yet all of this isn’t enough. It takes great consumer product and package design to enchant and connect with kids. And that all starts with pulling comprehensive licensing program and packaging program style guides together for retro properties.

There’s nothing stodgy or dated about what we developed for the Teenage Mutant Ninja Turtles Retro licensing program style guide. Its design elements recall vintage assets in a manner that’s fun for today’s kids as well as their parents. There’s lots of latitude for licensees with imagery that can be used on products in every conceivable category, yet the look and feel is unmistakably true to the original TMNT franchise. Familiar character- and property-specific phrases combined with classic imagery that we all know and love establish authenticity and retro appeal for this licensing program.

The same is true for our approach to the Transformers Classic licensing program style guide. A variety of badge and pattern designs, and the design of the guide itself, were inspired by design and pop cultural trends from the 1970’s, American WWII propaganda and Japanese movie posters. There can be little doubt that that the design elements for this licensing program recall the Transformers’ vintage birth during the 1980’s, yet convey a cool, current vibe.

The development of a well-conceived and executed licensing program style guide ensures that retro brands will appeal to today’s kids and their Generation X parents. Knowing which visual assets speak to the heritage and strengths of these properties while adding a more modern sensibility help make that all important emotional connection.

Are there other reasons besides those expressed in this post as to why you feel retro brands are hot?
Which retro brands are hitting the right notes with todays’ kids based on the way they’re being marketed?
Which retro brands are reconnecting successfully with adults who embraced them as kids so that they’ll endorse them for their own children?

Categories:

Licensing, Branding, Package Design, Licensing Program Design, Consumer Products, Entertainment, Marketing to Kids

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