Packaging is a vital element in building a toy brand. Good packaging can make or break a product. 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 kid to pick your product out from dozens or hundreds of other toys. 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 try to make every item on which I've worked either iconic itself, or worthy of the icons I'm writing about.
