Toys and Games Stand out on Shelf with Specialty Packaging
Unique packaging can help brands build loyalty.
CROWN Speciality Packaging North America, a business unit of Crown Holdings Inc., is helping game and toy companies stand out in the entertainment industry with enhanced metal packaging. With the growth of the global games market, which stood at $78 billion in 20111 and is expected to reach the $100 billion mark2 by 2015, brands are looking for support in creating innovative package designs. Analysts attribute the industry’s growth to the combination of a higher standard of living and the increased perception of the importance of pursuing leisurely activities.3 Crown combines its knowledge of metal packaging with a collaborative approach from initial concept development through to the product launch to help maximize success.
“There are traditionally two types of game and toy consumers — those who primarily like to actually play with the item, and those who see their purchase as a collectible,” says Sheila Heath, marketing manager, CROWN Speciality Packaging North America. “In both cases, consumers are increasingly recognizing the value of premium packaged goods. This, coupled with the growth of the market in general has led to decorated metal tins often being utilized as the primary container, rather than PVC or cardboard.”