These days, you can argue packaging plays less of a role in a consumer’s purchasing decisions. The toy industry can be a notable exception. I’ve helped develop award-winning packaging that marries aesthetics and information.
Thomas & Friends™ Wood
When we relaunched and rebranded Thomas & Friends™ Wood toys, I saw an opportunity to inject life and quirkiness into a brand voice that had been very traditional. I also humanized the characters with more relatable personality descriptions, positioning them as a group of friends instead of anthropomorphic vehicles.
Thomas & Friends™ TrackMaster™
TrackMaster™ toys are marketed towards older Thomas fans, so the copy is kid-focused (as opposed to parent-focused) with a brand voice that conjures adventure and excitement. Since the trains are motorized, the verbiage should invoke motion, making the words as dynamic as the toys.
