Ted Mininni on Taking Wrap Rage out of Toy Packaging

Design Force, Inc. proudly announces that an article by its president, Ted Mininni, on toy packaging: “How About Taking the Wrap Rage out of Toy Packaging this Holiday Season?” was published on TheDieline.com October 24, 2012.

In his article, Mr. Mininni observes: “Often the object of wrap rage, removing toys from layers of packaging has been known to be hazardous! Parents who have borne cuts and scrapes during the process can attest to that. The largest toy makers, Mattel and Hasbro, aware of this, have been working to eliminate twist ties and excess packaging in a concerted manner. But some smaller, niche toy companies are doing extraordinary reduced package designs that deserve notice.”

As the article progresses, Mr. Mininni cites three examples of thoughtful toy packaging that focus on minimal, sustainable and reusable package design solutions. In a recent interview, he stated: “The packaging for HEXBUG robotic toys, Green Toys mini vehicles and B. Toys imaginative toys attract children. They’re colorful, whimsical and hold the promise of great fun. Parents can endorse these toys and feel good about packaging that isn’t going to be a challenge to open. For many adults, that trumps sustainability, as well. Minimizing packaging in a creative manner is one way to accomplish both goals.”

Mr. Mininni: “For the consumer product marketer and package designer, the challenge is to assess every square inch of real estate and determine how best to deliver brand and product assets in that space. Regardless, this doesn’t have to be a negative. There are ways to capitalize by making minimalist packaging a game changer. It forces everyone involved to be more creative and to make brand communication more focused and deliberate.”

“Toy packaging like this is innovative on many levels. What I like about it is that it fuels more creative thinking on the part of toy companies and package design professionals.”