Packaging is a vital element in building a consumer goods brand. Good packaging can make or break a product, and great packaging can turn a product into an icon. The limits of the form are severe - in most cases you have only a two or three words to convince a shopper to pick a product up. What's more, on toy packaging the character story is often a kid's first contact with a character they will come to idolize. As a writer for packaging, I've tried to make every item on which I've worked either iconic itself, or worthy of the icons I'm writing about.
Instructions too, can make or break a product. I pride myself on crafting a great fantasy that intrigues and delights on the outside the box while truly zeroing in on how to get a product assembled and working in the simplest, most direct manner. Any parent can tell you that toy assembly is fiendishly difficult. If great packaging can help turns kids into lifelong fans, great instructions can make parents happy (and, more importantly, happy to make another purchase).
