HEXBUG Packaging: a Perfect Specimen

February 13, 2012 at 9:16 am by Ted Mininni

As designers of toy packaging, we always need to visit the retail environment before taking on our next project. Much like “The Strip” in Las Vegas, the toy aisles are an over-stimulating environment, crammed with packaging in every possible size and configuration, screaming for our attention in bold colors and intense graphics. The problem with this scenario is: what stands out?

As we develop packaging, we can’t take the brand and its assets into consideration without taking a hard look at the entire category. After all, products don’t exist in a vacuum; they’re merchandised among a sea of competitive offerings. So, while we take a cue from the brand and we understand packaging must refer back to it in a convincing manner, we must also create visual contrast, because that’s what helps build category leaders.

This is what impresses me about Innovation First Labs, Inc.’s HEXBUG packaging. It literally showcases the colorful, micro-robotic, remote control operated toys in a uniquely appealing manner. The hexagon shaped package structure refers back to the brand, while allowing product to neatly interlock at retail. The thermoformed dome works in conjunction with the paperboard base to glorify and display each HEXBUG product. Perfect brand alignment.

Even better: there’s nothing else quite like it in the toy industry, so it stands out and stands alone. The packaging allows for 360 degree views with the product fully on display. When consumers are looking for cool, new toy products, will HEXBUG packaging grab their attention? YES!. And sales, too!

What’s the most memorable toy packaging you can recall seeing in recent years?
Was is the structure, the design approach, or the color palette that grabbed your attention?
Most importantly, did it motivate you to buy?

Categories:

Package Design, Structure Design, Consumer Products

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