Every character from the worlds of toy and entertainment has a story; the ones that have engaging backstories and compelling, ongoing sagas create avid fans. The best of these brands transcend cultures and generations and have legions of fans around the world. So why isn’t it easy to make licensed consumer products bearing their images a success?
Licensed properties, like countless consumer product brands in every category, have intense competition in the marketplace, and all are clamoring for the customer’s attention. Making them stand out from everything else takes vision and marketing strategy. It takes knowing the fan base intimately in order to understand what is relevant to them to keep them engaged with the property. A well-conceived, well-executed licensing program style guide and licensed product packaging program lead to compelling consumer product and package design. They ensure a property will have a strong retail presence and drive connections with consumers. That’s why we can boldly assert: “Design adds value to brands.”