Congratulations – your marketing and packaging techniques make walking down a toy aisle a veritable delight and pleasure. With a large arrow and starburst pointing at every button and lever to activate the toys while still in the box, my toddler can’t resist pushing and pulling everyone of them. Matter of fact, your point-of-purchase techniques are so strong that they instill literal fits in my child if we pass the aisle and don’t put 1, if not 2 of your toys in the cart.
However, what is most impressive, above all, is the time, technique and patience required by the average consumer to actually remove your product from the box. I mean, in some cases it takes me a good 2 minutes of just turning the box over and over to even figure out where to start. But I think I am finally figuring out your techniques and have my toy-removing tool kit at hand whenever I need to successfully separate toy from packaging. Some handy items I have are scissors, x-acto knife, a pairing knife, tweezers, a file from my husband’s tool box, a Phillips head screw driver and even my teeth, most of which are all used at once to dissect a toy from its beautiful packaging. The screwdriver being the newest member of the kit, imagine my delight in ravaging through layers of tape and cardboard to find a mystery piece of plastic lodged in the underbelly of a box that required a screwdriver that one would use to repair eyeglasses. Oh what joy was had by me. Your consideration in making sure I get some fun before my child can is uncanny.
One point of note, in your focus groups on the packaging, I am impressed that the parents never reported that while this task is quite fun with every new purchase, there is one small side effect. That is the joy that I get to share with my child while I struggle (is that the right word, maybe discover is better here) to release the toy from no less than 12 pieces of industrial tape, she is also continuing said fit from the store while pulling on my legs and trying desperately claw at me to get the toy. Did you find these results to be common, perhaps we are the anomaly to your group.
In closing, ladies and gentlemen, can you please let me know what type of degree is required to develop and design these sheer armors of packaging that also display the best face of the toy. Is there a Fisher Price campus in the Ivy Leagues that I should start saving for in my child’s college fund? Clearly if ever there were a job to me as creative and non-customer focused as possible I think it is this one. Maybe my child will thrive, as your technology keeps getter better and better.
Keep up the good work!
Beth
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