Packaging toys: speak to mom, dad and junior: retailers are watching them as they make their purchase decision. And foremost, you have to sell the retail store buyer.

Brand Packaging, July, 2003 by Makely, William

Retailers are increasingly "calling the shots" from the products. that go into their stores to the packaging the products come in. In some categories, this shift means that marketers must appeal to the store buyer, foremost. Toys is one category where this is happening. It has evolved into three different segments: basic "fun" toys, developmental toys and the large segment in between--fun toys that provide some educational value.

Why target the store buyer? This person is the gatekeeper for the store in an industry where the toy department at a mass merchandiser tends toward basic "fun" toys while a specialty toy store emphasizes learning. In order to decide what to stock, retail toy buyers are becoming closer attuned to how parents and their...