"Packaging, Gymboree Play Products"
Gymboree

Marketing Parameters/ Creative Solution

This upscale retailer of children's clothing and goods has strong brand recognition and colorful packaging, but their copy did not communicate the "fun" and "educational value" of their play products division. I rewrote vast quantities of packaging copy to make the "why to buy" self-evident, the features much quicker to read, the benefits more interactive and warm, and the overall tone action-oriented. For each product, I also created an "activities" section to highlight ways for parents to use the toys, maximizing the child development aspects of the products to create a "value-added" benefit. (each suggestion was then critiqued and approved by qualified clinical/professional experts)

Full Text:

(Product Name:)
Comet Ball
Ages 3 years and up

(Product Snipe:)
Fling it. Fly it. Watch it soar!

(Features:)
Vivid colors & patterns streak across the sky
Easy-launch design makes for satisfying flights
Soft, durable fabric rolls up to compact size
Indoor/outdoor family fun for parties, picnics & more

(Benefits:)
Innovative design engages participants of all ages
Aerodynamic motion promotes action-packed play
Uniqueness inspires imaginative games and uses

(Activities:)
Pretend it's the Olympics--Wind up, spin, let loose, & score! Mark the landing spot with masking tape, try and beat the record
--Twirl it, fling it, fly it high as you can throw
--Race it, chase it, on your mark get set, go!

(Product Name:)
Fill and Spill Cups
Ages 18 months and up

(Product Snipe:)
Sand & water activity set

(Features:)
Nesting design for compact storage
Durable, chunky, easy-grasp handles
Ideal for park, pool, sand, surf & bathtub
Top rack dishwasher safe

(Benefits:)
Encourages experimentation with liquids: how to fill, transfer, pour
Promotes tactile exploration of elements in nature; water, dirt, sand, snow
Builds spatial awareness by pouring liquids and pushing solids through funnel and sifter
(Activities:)
"Bake" a mud pie by combining liquid & solid "ingredients" of various textures
Trickle-down trial: Stack the sifter & funnel atop the pitcher; pour in birdseed, pebbles, shells, stones, water, etc. to see what materials make it all the way through
"Sift" syrup, sugar, flour and other kitchen items to compare how fast they flow
Mold & moisten: Pack dirt or sand into cups, tip over to create towers

(Product Name:)
Curiosity Cups
Ages 12 months and up

(Product Snipe:)
A stack-n-sort nesting set for multi-purpose play

(Features:)
10 sturdy cups
Largest cup twists shut for storage, other cups nest neatly within
Bold colors favored by toddlers
Tactile, unique cup bottoms, each with playful imprinted design
Versatile, portable play indoors or out
Top rack dishwasher safe

(Benefits:)
Encourages child to sort and sequence by size and color
Stays in the play cycle through a variety of developmental stages
Promotes discovery of early spatial relationships via "nesting" & "tower" concepts
Endures multi-purposes: stacking, hauling, molding, sorting, nesting, & containing

(Activities:)
Play "Where's the toy?" hiding a trinket under one of the cups & shuffling at random
Build a castle of sand or snow & open up a wild, wet world of discovery
Show how the smallest cup fits in the biggest cup. Now try the next size
Help stack a tower the height of you or your child standing. Now compare with sitting
Outline cups of different sizes, try to match the cup to the picture
Roll out modeling dough and create innovative imprints with cup bottom designs

(Product Name:)
Bumpety Ball
Ages 12 months and up

(Product Snipe:)
Nubby, bumpy tactile toy

(Features:)
Durable, 6 inch diameter
Safe, chewable surface for teething exploration
Distinct, nubby texture prevents ball from rolling too far
Appealing vanilla scent
Bright, light, and easy to tote

(Benefits:)
Gratifies children through several developmental stages
Enables positive play since textured nubs are easier to toss, catch & hold
Handles rough kicks, pouncing, hurling, even standing on it, for long-lasting fun
Encourages participation from all ages due to intriguing, innovative design

(Activities:)
"Shoot hoops" in a laundry basket, porta-crib, or any wide container
Have a rolling race: See how the nubby ball compares to a smooth-surfaced ball
Watch designs & patterns form when the ball is rolled through modeling dough

(Product Name:)
Sand & Water Tower
Ages 12 months and up

(Product Snipe:)
Fun flows freely indoors or out!

(Features:)
Action-packed water wheel spins, tips, & whirls
Suction-cup backing adheres firmly to most tub tiles
Adjustable "gate" allows control of water flow
Eye-catching pinwheel spinners create optical illusions
Funnel can be filled with liquid or solids

(Benefits:)
Stimulates visual senses with brilliant colors and exciting motion
Rewards toddlers with engaging effects resulting from their own actions
Offers curious minds the opportunity to explore motion, direction & gravity

(Activities:)
Ask your child where the water or sand will go next!
Place a rock in the tilt tray and see how much water it takes to shift the weight back to the other side
Race against time: Clock how fast various liquids & solids travel
Give your child measuring spoons, funnels, or Gymboree's own Fill & Spill cups to enhance the play experience

(Product Name:)
Rolling Sensations
Ages 3 months and up

(Product Snipe:)
Baby's first multi-sensory touch-toy

(Features:)
Eye-catching bright, bold colors
Stimulating geometric patterns and textures
Gentle chime and squeak sounds, popular with infants
Lightweight, easy to grasp, soft & safe first ball
A diaper bag favorite: cleans & travels with ease
Links onto Gymboree Gymlinks; attaches to stroller, carseat, & highchair

(Benefits:)
Strengthens tiny hands as baby squeezes, grasps, tugs and explores
Rewards baby's probing through motion and sound
Builds floor play coordination as baby bats, pushes and reaches for ball
Offers rich sensory experiences: vivid colors, touchable textures, cheerful jingling, squeaking sounds

(Activities:)
Shake the ball out of visual range, and watch baby's eyes follow the sounds
Place the ball under a receiving blanket and watch baby explore this curious "lump"
Roll the ball to baby, encourage a return push back to you
Hide the ball with just a hint of color showing, baby may scoot or crawl to reveal it
Hang the ball using Gymlinks so baby can kick and bat it with hands & feet

(Product Name:)
Soft Soccer Ball
Ages 3 years and up
Add somewhere on pkg:
Caution: Do not use on rough surfaces which may damage fabric

(Product Snipe:)
Pre-school sized for indoor play

(Features:)
Appealing, colorful, lightweight design
Child-sized for pre-school age & above
Unique fabric designed to bounce indoors
Safe, soft, gentle bounce with even the heartiest kicks

(Benefits:)
Safe, lightweight design is perfect for first time tossing and kicking skills
Distinctive, touchable fabric offers sensory experience as well as practical use indoors Pre-school sized to practice safe soccer basics before playground encounters
Encourages newly formed cooperative play patterns and social skills
Develops and strengthens coordination and whole body awareness
Introduces the concept of a sport & engages child in active, lively, healthy play

(Activities:)
Skill drills: Practice kicking and running pointers with your preschooler
Team up with the family for soft soccer in a rumpus room
Create innovative relays: tuck the ball under a chin, hold it behind the head, etc.
Play "Simon says" with the ball, directing your child to place the ball in different positions. (bounce twice, spin once, hold it up, toss it over, place it next to…etc.)

(Product Name:)
Rainbow Fingers
Ages 3 years and up

(Product Snipe:)
Mix & blend finger paint magic for a rainbow of colors

(Features:)
3 reclosable tubs keep paint fresh
Thick, rich, quality spreads smoothly over surfaces
Washes easily from most surfaces and clothes
Safe, non-toxic

(Benefits:)
Enables cause and effect discovery of color-blending
Draws out creative self-expression, and develops imagination
Offers a squishy, tactile, sensory experience using fingers as an art tool
Excites and engages preschoolers for ongoing artistic exploration
Inspires countless hours of innovative fun

(Directions:) Wet any smooth finish paper with a sponge. Wet hands. Begin finger fun!

(Activities:)
Cut sponge-shaped animals, shapes, or letters, dip into paint & press on paper
Try "block-printing" by dipping objects into paint (raw potato cut in shapes, wrinkled leaves, old toothbrush, etc.) Press them onto the paper to create various textures
Use a paintbrush handle to stroke in squiggly lines, a fine-tooth comb for a repeat pattern, or a cheese grater for multiple textures
Add special effects like glitter, puff-paint, sequins, or confetti for added dimension

(Product Name:)
Sky Flyer Catch Disk
Ages 5 years and up

(Product Snipe:)
Safe & soft, indoors or out

(Features:)
Vibrant colors & geometric patterns
Lightweight, collapsible easy-tote design
Satisfying squeezable quality is safe indoors or out

(Benefits:)
Disk spins in a kaleidoscope of color, delighting visual senses
Easy-grasp rim makes play more rewarding
Promotes healthy, active, exuberant play with friends and family
Enhances coordination and body awareness

(Activities:)
Play catch, "frisbee football" or "keep away" with family & friends
Set up your own "track & field" event: Mark the distance of each "discus
throw" for solo competition or social play

(Product Name:)
Tambourine
Ages 2 years and up

(Product Snipe:)
Shake-n-jingle fun

(Features:)
Dual-handled design allows for easy-grasp, natural toddler hold
Designed for safety
Professionally designed, manufactured, and tuned
Complements Gymboree's Lollipop Drum

(Benefits:)
Develops sound & rhythm perception
Inspires instrument exploration
Promotes rhythm, movement, singing, dance, & creative musical play

(Activities:)
Tap out a beat on your knee and let your child echo the rhythm
Start a family "band" using kitchen spoons, pots-n-pans, & starring the tambourine
Listen or sing to some favorite songs, find the main rhythm to shake out the beat

(Product Name:)
Jumbo Washable Art Station
Ages 3 years and up

Art Station Includes:
10 jumbo easy-grip washable markers
10 jumbo washable crayons
8 brilliant washable watercolor cakes
1 fine bristle brush
1 sketch pad
Sturdy, wipe-clean artbox with handy drawers for storing supplies

(Benefits:)
Exploring color and texture through various mediums enhances creativity
Chubby, easy-to-hold art tools are designed for little hands
Washable rainbow colors wipe off most washable surfaces with ease
Free-form art creations inspire imaginations

(Activities:)
Create a "crayon resist" painting by applying a watercolor "wash" to the crayon drawing; then watch what happens when water and wax collide! Best papers to use: pastel, rice, matte, watercolor, or soft construction paper
Exhibit favorite "masterpieces" in your own "art gallery," with selections chosen by your child

(Product Name:)
Jumbo Washable Crayons
Ages 3 years and up

(Product Snipe:)
Creative tools for self-expression

(Alternative Snipes:)
1.) Easy-grasp art tools
2.) Easy-grasp art tools for creative expression
3.) Basic tools for artistic expression
4.) Colorful tools for creativity
5.) Colorful, cleanable art tools

(Features:)
10 easy-grip crayons
Chunky, child-sized design
Rainbow colors in deep, rich hues
Easily washes off most washable surfaces & clothing

(Benefits:)
Durable, high-quality chubs minimize breakage for long-lasting fun
Brilliant colors & easy-to-hold design enhance the pre-writing experience
Creative thinking sparks imagination from the very first scribbles & drawings
Self-esteem and accomplishment thrive from free-form expression

(Activities:)
Draw a picture of something that happened today
Peek inside the magic of a child's mind: simply ask about the picture itself
Invite your child to pick a crayon color representing a mood or feeling
View the world from a perspective of shapes: create triangle trees, circle bushes, etc.
Roll out a huge sheet of banner paper and create a room-sized mural
Experiment with different sizes and textures of paper

(Product Name:)
Puppet Bath Mitt
Ages 12 months and up

(Product Snipe:)
For soapy, sudsy fun in the tub

(Features:)
Parent-sized hand puppet, lined for easy removal when wet
Lathers well for sudsy fun
Soft, high quality fabric

(Benefits:)
Puppet's "personality" can make shampooing fun
Squirmy, slippery bodies are soothed & entertained by parent's voice
Child feels "special" having a washcloth all their own

(Activities:)
Play "scuba-do" as the puppet dives and washes fingers & toes
Use the edge of the tub as a stage for dancing & singing your child's favorite tunes
Have the puppet wash Mom's hair first, create a sudsy beard & funny features Children, toys, packaging, play, product, packaged goods, brand, retail, franchise, catalog, merchandising, why-to-buy, snipe

Design: In-house