Design Force President on Children’s Licensed Packaging

Design Force, Inc. proudly announces that its president, Ted Mininni, shares his expertise on branding, packaging and licensing issues on a regular basis in POPSOP, an online branding publication. His latest article was published on November 14, 2011 on the e-magazine, titled: “How to Leverage Children’s Emotional Triggers in Licensed Product Packaging”.

In his article, Mr. Mininni discusses how a hot children’s property doesn’t necessarily translate into great selling consumer products unless there is a “fit” between it and the brand. It is in the uncovering of “the specific traits, values and stories” around the character that endears it to children, and the carrying that story forward on licensed product packaging that resonates.

As the article progresses, Mr. Mininni observes: “Finding out about the specific attributes children love about a character and making its story live; then connecting that story to the brand in a convincing manner is crucial. The brand then has the “endorsement” of the licensed property. When this kind of process occurs, children are not only going to recognize licensed products, they are going to connect to them on an emotional level”.

Mr. Mininni: “While all of this sounds easy to do, it’s harder to execute than many think. After all, there are plenty of hot properties that are licensed. Some are huge successes but many perform only moderately well and others fail. Why is that? Largely, because the character doesn’t come alive; the story isn’t brought forward. Or it’s out of sync with the brand and its attributes. Kids, like adults, respond on an emotional level by first recognizing and then responding to the attributes they love about certain products. In the case of children, favorite characters add a deeper dimension if executed well. If not, the product is like every other on the shelf.”

“Packaging makes the brand, licensed property and product come alive. It has great power to attract and draw kids in. For parents, the positive, wholesome assets of the character and the product must be leveraged so that they will see value for their children. When well executed, both licensed properties and brands benefit hugely. Why settle for good when results can be great?”