Your toy package should be the 24/7 salesman for your toy product. Is your packaging putting in the work? If you have ever wondered how to make your packaging communicate the value of your product, I’ve got a new episode that you just can't miss. As one of our guests today will attest, often toy packaging is an afterthought, but what if I told you it's one of your most powerful communication tools?

In this episode, I had the privilege of diving deep into the art of communication in packaging design with Brittany and Ivan Wesley, the masterminds behind Anchor Creative. With over two decades of experience in branding and packaging, they've turned the concept of packaging into a storytelling art form, with bits of “magic” worked in here and there. One fascinating insight they shared was the strategic use of awards and accreditations on packaging—how to showcase them effectively without overwhelming your audience. But that's just the tip of the iceberg; we also explored the nuances of communicating a toy's digital features and the secrets behind packaging that sells.

Brittany and Ivan opened up about their journey from the food and beverage industry to the vibrant world of toys, revealing surprising lessons about the underrated role of packaging in the toy industry. They walked us through their approach to a few key projects, demonstrating how packaging can communicate your toy's value, intrigue potential buyers, and convey the essence of your brand—all before the box is even opened.

Can't Miss Moments:

• The Art of Showcasing Awards [00:12:39] Discover how to elegantly highlight awards and accreditations on your toy packaging without cluttering the design. Brittany and Ivan share some clever strategies that intrigue rather than overwhelm the buyer.
• From Food to Toys [00:01:33] A Packaging Design Journey: Hear the surprising insights Brittany and Ivan gained by transitioning from the food and beverage industry to the toy sector. Their experiences shed light on the untapped potential within toy packaging design.
• Highlighting Digital Features with Flair [00:07:18]  How do you communicate a toy's digital components on its packaging effectively? The episode teases some innovative methods that go beyond traditional design approaches, making your product stand out on the shelves.
• Packaging as a Potent Marketing Tool [00:18:36] This conversation dives into the strategic use of packaging as a powerful marketing ally. Discover how the right design elements can transform your packaging into a silent salesman that draws consumers in and drives sales.

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About My NEW Podcast Art:
The podcast art for Season 6 of Making It In The Toy Industry features product illustrations of toys and games I helped guide in Toy Creators Academy and TCA Accelerator. Tap the brand name below to check them out!

Playcor by Courtney Smithee
9 to 5 Warriors by Brandon Braswell
Catoms by Kieche O'Connell
The Lunch Room by EAP Toys and Games founder, Chrissy Fagerholt