Much of marketers efforts are spent trying to woo adults. However, while kids may not have massive paychecks, they do have significant purchasing power. That’s why smart marketers invest in creating packaging for kids.
Many Generation Z teens and kids have quite a bit of disposable income, either from family members or part-time jobs. Research shows that children’s spending volume has increased significantly since the 90s. In 1994, kids spent 17.1 billion on goods and services. Since then children’s spending has grown as more kids spend offline and online. In 2002, youth spent $40 billion, and in 2012, kids buying power skyrocketed to $1.2 trillion.
1. Create interactive packaging (eco-friendly and compact)
The kid’s bicycle brand Brum Brum has created a unique box for its bikes called the Brum Box. The Brum Box is a specially designed box made to be played with. The design is eco-friendly and compact, best of all it turns into a play work stations for the little ones, and a home for the bike when it’s not in use. By creating an eco-friendly box, the brand cemented its reputation as a leader in sustainability and innovation and earned widespread praise from consumers. “By using a simple box in box system Brum Brum wooden balance bikes packaging transforms into a garage with shelves for toys and cool drawings which can be colored by the little riders according to their vision of the world,” says the company.
The box keeps the bike neatly stored away as illustrated above.
The box is created using corrugated board, a highly recyclable material.
2. Create packaging that produces an emotional reaction.Designing packaging for kids is different than many other products because it must appeal to both parents and kids primal cues. For example, this packaging for baby food brand Bub’s Organic is playful and friendly. The newly redesigned packaging established the brand as a friendly but trusted source for baby foods. “Brand choice in the store is a far more intimate and emotional consideration than it is in many other categories, for obvious reasons,” said the brand’s creative agency in a statement. “The empathy, fun, and engagement we have instilled into how Bubs talks to their customers allows them to grow their brand, based on a solid foundation of trust.
3. Use simple, but distinct logos and designs
Children’s minds are like sponges; they easily absorb information. Research has shown that children can recognize brands based on their logos at as young as 6 months. And by 3-years-old some children can ask for items such as clothing, toys or food based on the item’s specific brand name. The brands below have done an excellent job at creating recognizable, kid-friendly packaging.
4. Make it easy to open
This Moana doll by Disney features, easy to open smart packaging. This packaging was designed with kids hands in mind and was a massive hit with both kids and parents
“We’ve conducted several focus groups with the new Moana doll box and found the response from parents to be very positive—they loved how easy it is to open the box and appreciated that Disney is doing its part to help conserve the environment, ” says Candela Montero, director, corporate citizenship, at Disney Consumer Products and Interactive Media.
The most exciting thing about this packaging is that the box could be used to build a boat for the doll, making it recyclable