Taking Licensed Packaging to the Next Level

November 14, 2011 at 10:30 am by Ted Mininni

Kudos to Disney for doing it right when it comes to licensing its properties. Few characters are as admired as Winnie the Pooh by the youngest of consumers. Pooh and his pals epitomize innocence and wonderment. And parents happily endorse the values represented by Winnie the Pooh for their children.

So it’s not surprising that licensed products featuring Winnie the Pooh characters have broad appeal. Yet parents are careful about body care products they purchase for their infants. That’s why the co-branding of Daily Renewal Baby and Winnie the Pooh is so smart. It brings complementary assets and values together in a trustworthy manner for parents.

The line features baby wash, shampoo and lotion reassuringly made of all-natural ingredients. No potentially irritating or allergenic chemicals. There are three choices: powder fresh, lavender and fragrance free. A unique package structure features “pinched waist”, high density polyethylene (HDPE) bottles that are easy to grip without slipping. Closures are injection-molded polypropylene.

Clearly, this packaging is highly functional. It’s easy to hold and dispense in wet conditions while being able to hold onto and wash baby, as well. Also, the charming non-slip, in-mold labels that feature Winnie the Pooh keep babies entertained during the bathing process like an added “helper” for moms and dads.

When packaging licensed products for children from infancy to the teen years there are many considerations. Developing a package design system to specifically address structure, functionality and mutually shared values when co-branding is essential before coming to market. Taking the time to do the necessary evaluations makes the difference between executing good package design or great design. And every detail clearly matters.

When it comes to licensed kids’ brands, which package design systems are stand-outs in toy and game categories? Body care? Kids’ foods and beverages?
How can product and package specs be used to reinforce the wholesomeness and value of licensed kids’ brands?
How can licensed brands transcend popular culture and global cultures to have universal appeal?

Licensed product packaging presents a unique set of challenges but limitless opportunities in the hands of package design experts. Please feel free to share your insights or ideas with us on this important topic.

Categories:

Licensing, Package Design, Structure Design, Consumer Products, Market Research

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