For a lot of kids, toy packaging is their first introduction to the story behind a brand or character. Kids and adults alike will often decide to buy a toy or character they were otherwise indifferent towards because the story the packaging tells intrigues them, or reminds them of why they love the character. My goals when writing package copy targeted towards kids (and their parents) are: first, to clearly explain what the toy does as quickly as possible; and second to hook them with a unique, enjoyable story.
Indiana jones
marvel universe
yo-kai watch
Marvel Super Hero Squad
Packaging for young kids is an interesting challenge. The writer and designer must keep two audiences in mind, creating eye catching designs and simple stories that will appeal to a younger audience, while also evoking excitement in the parents who are actually making the purchasing decision. Super Hero Squad was a great opportunity to do both. We leveraged the love that adult fans feel for Marvel’s iconic characters, and gave parents a cute, simple, and fun way to introduce their young kids to comic book heroes.
