Top 10 Design Tips

Today's economy has presented many of us in the toy industry with new challenges to deliver compelling yet lower-cost products to market. Now more than ever, we need to find new and innovative ways to design toys with economics in mind. To help spark your imagination, I've compiled my top 10 tips for ways to design toys in order to meet today's pressing need to deliver lower priced products to consumers.

1. Be creative. Dedicate plenty of time up front to brainstorm new ideas. It helps to get out and about to see what is popular with the public in general. By keeping an open mind, you can find many new and creative ways to adapt popular trends to your product designs.
2. Think like the fast food giants. Look at what other industries are doing successfully and take a lead from them. McDonald's and Subway, for example, offer a way for consumers to dine at a low price that nearly everyone can afford. Subway's $5 foot long sandwich gets customers into the store where they can then spend more money on drinks and other side items. McDonald's promotes its new line of fancy coffee drinks at a low price, taking away price sensitive-customers from the more expensive coffee chains and building new customers who are likely to also purchase additional food items at their restaurants.
3. Think innovation. Try to do things in a new way. Having a compelling concept is more important than ever when designing to a low price point. Think of new and innovative ways to design your concepts.
4. Design with a specific price point in mind. A low-priced product doesn't have to look cheap. Focus on the product cost you need to achieve in order to deliver the necessary price point and don't be afraid to think about inexpensive solutions. The public is very open to saving money in today's challenged economy. Today you can even take credit for the economic savings your product delivers.
5. Think small. Designing products that are small in size can be a great way to reduce costs and deliver a lower priced product. Small products can still be innovative and appealing. Mini sizes are currently popular for many types of products and can really help to cut down manufacturing costs.
6. Think collectible. Children love to collect. Rather than selling one expensive product at a high price point, consider breaking down your concept into several low-priced products instead. This drives the consumer to make multiple purchases. Beanie Babies are a successful example. Make sure to theme your collection and create strong ties between your line of products. You want to give the consumer a reason to collect them all.
7. Use new materials and old materials in new ways. Look for opportunities to use less expensive materials in new ways to make your product visually compelling. Look at materials such as paper and chip in a new way. Also think about innovative ways to use less material but still get your idea across. Keep materials simple, but compelling.
8. Leverage technology. Use technology by partnering it with unexpected products. Webkinz is a good example of this strategy. Look at other industries and think of ways you can apply existing technologies in new ways to your product.
9. Have a strong play pattern. Really think about how a child is going to play with your toys. Focus on the core play pattern and take out any unnecessary elements that do not enhance the play pattern. Focus only on the one or two main features that will really make your product unique.
10. Great packaging and branding. With a low price point product that is not advertised, you need to make sure your product stands out at retail. Great packaging design does not have to be expensive. Look for innovative shapes and styles of packaging that can provide cost-effective solutions. Have strong branding, clear communication and a great logo. Call out your product's key features and emphasize unique product attributes on the front of the packaging.