When the elves at the Discovery Channel toy workshop dreamed up “Grow Toys,” they created educational toys that evolve and grow with children as they grow. The trick was, in doing so, they defined a new toy category altogether – which meant that the product packaging not only had to attract attention on the shelves, it had to clearly explain the complex new toy inside. It also had to help shoppers hurdle a high price tag.

We started with the shape, look and feel of the box itself. With strong lines framing a crisp blue base, the box is sharp and ready for gift-giving – a sort of Tiffany’s box for the crib-and-rattle set. Next came the logo, copy and graphics, which had to communicate in friendly, accessible terms that here was something different: a toy that would last for years, stay relevant to a child’s age, and actually help children grow developmentally. Weaving precisely-worded text throughout the design, we told a story of features, benefits, and fun that explained how the toy would grow with the child for each step of the developmental process.

Maximizing prime on-box real estate (and accounting for limited ad support for the product line), we also included a panel under the lid of each box that introduced buyers to all three members of the Grow Toys “family”: Phil Harmonic, who helps develop auditory skills; Will C. More, who aids in visual development; and Ann B. Dexterous, who teaches motor skills. A very smart package indeed!