Toy, Hobby, & Games

From toys to fruit, marketers keep finding new ways to involve consumers with packaging

"Sometimes I wonder if brand marketers' never-ending efforts to drive costs out of their merchandising vehicles don't ultimately backfire on them. Tonka, which makes excellent toys and would never scrimp on what goes into its products, missed the mark in several ways with this effort.
     The obvious flaw in this corrugated display is the collapsed base. Whether due to improper structural design, poor construction or improper assembly at retail, this now makes the unit look shabby, and it creates a safety concern.

Client: LeapFrog Industries, Emeryville, CA
Introduction: August 13, 2004
Size of Run: 870
Dimensions (H x W x D): 5' x 2' x 2'
Weight: 60 lb.
Duration: Permanent
Producer: United Displaycraft, Des Plaines, IL

Client: American Girl, Middleton, WI
Production Date: August 24, 2004
Size of Run: 1,000
Duration: Temporary
Producer: Great Northern Display Group, Racine, WI

Client: Microsoft Corp., Redmond, WA
Producer: Rapid Displays, Chicago and Union City, CA
Comments: The feeling of a believable city in this standee is created through the foreshortening of buildings and litho printing on foil, which gives the fire in the sky a shimmering, animated feel that resembles reflected flames. The Master Chief character is constructed of more than 25 pieces of multi-layered foamboard.

Client: Hasbro Inc., Pawtucket, NJ
Production Date: July 8, 2004
Size of Run: 4,000
Duration: Permanent
Distribution: Mass Merchants
Dimensions (H x W x D): 5' x 3' x 2'
Weight: 15 lb.
Producer: United Displaycraft, Des Plaines, IL
Comments: The functioning Video Now Jr. unit is secured to the display with wire.