Toy Industry Play Patterns Report (An Overview of Kids' Play Patterns With Toys and Games in Different Categories)
The Toy Industry Play Patterns Report provides insight into how kids play with toys and games in different categories. The Play Patterns Report is based on a compilation of information gathered over many years of conducting marketing research with kids (and their moms). It is a solid reference tool, that will be referred to over and over for toy development and developing marketing strategies and business plans. The report can be used for product development in existing or new categories, in addition to input for advertising, packaging, promotions, etc. With toy companies continually trying to grow by competing in new categories or expanding within their current categories, it is essential to understand the consumer and relevant play patterns to use as a springboard for product development.
While the report might be a refresher for some toy professionals, it is still a useful marketing tool to generate new ideas. For each category, the report includes play patterns, consumer needs fulfilled, examples of successful products, and some other relevant information. Product and marketing strategies could be developed to address and capitalize on play patterns and consumer needs.
·Action figures and accessories
·Die-cast vehicles and accessory sets
·Powered action vehicles
·Radio controlled vehicles
·Building and construction toys
6.INFANT AND PRESCHOOL CATEGORIES
Rings and rattles
·Crib, playpen, and car toys
·Educational audio-visual toys
·Activity learning toys
·Role playing toys
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Creative Guidelines For Toy Advertising Development
The Creative Guidelines For Toy Advertising Development has been developed from information obtained over a long period of time. They are based on findings learned from diagnostic communication tests on persuasive and non-persuasive commercials, as well as from play pattern research, qualitative research, product research, and judgment.
As everyone knows, developing advertising is more of an art than a science. The guidelines are not meant to be a formula for developing creative. Further, the guidelines should not restrict anyone from trying new creative techniques and approaches (within legal limits and guidelines). Nonetheless, these creative guidelines should be used for input during the creative process (along with other product and consumer information), at the onset of development and when concepts/storyboards are being evaluated. It is much easier and less expensive to make changes to concepts and storyboards, before commercials are produced.
The creative guidelines can provide input and direction that will help create advertising that optimizes product sales. With the high cost of producing commercials, it is critical that commercials are as effective and persuasive as possible.
Advertising needs to breakthrough the competitive clutter, be innovative, memorable, and create an image appropriate for the brand. Commercials must sell products to young kids and not just entertain them. The creative guidelines can help minimize the risks and maximize the potential sales response.
While these creative guidelines will be a review for many experienced marketers, it is a good idea to see them in writing, to be aware of them, to use them as often as possible, and to refer to them in the future. In addition, the guidelines are helpful for categories that are less familiar to marketers.
[27 Pages, including almost 200 guidelines--general and category-specific]
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The Toy Packaging Guidelines
The Toy Packaging Guidelines is a solid reference tool that is useful in developing packaging for toys and games, which will be referred to over and over.
The guidelines were developed on one basic premise: Product Packaging is one of the most important selling tools that influences consumers at retail (where many of the final decisions are made). Therefore, a well-designed toy package that makes an impact on the retail shelf can play an important role to influence the final purchase.
The Toy Packaging Guidelines include packaging guidelines for toys and games in general and many specific categories, in addition to insights related to visual design, verbal information, and physical/functionality issues.
The guidelines have been developed over time by conducting product and packaging research with consumers, as well as reviewing what elements successful packages have in common.
Applying these guidelines, along with using good judgment and creativity, should allow packaging designers and marketers to produce very effective packaging.
If the package development and approval process is given sufficient time and importance, these guidelines can be incorporated and reviewed to create effective packaging that moves products off the shelf (the ultimate goal).
1.GENERAL TOY PACKAGING GUIDELINES
2.VISUAL DESIGN GUIDELINES
3.VERBAL INFORMATION GUIDELINES
4.PHYSICAL AND FUNCTIONAL GUIDELINES
·Fifth Panel/Fold-Up Flaps
5.ADDITIONAL PACKAGING INFORMATION FOR SOME SPECIFIC CATEGORIES
·Dolls and Accessories
·Action Figures and Accessories
·Vehicles and Accessories
·Infant and Preschool Toys
[24 Pages, including over 100 general and category-specific guidelines]
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