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New design more helpful to customers

Mattel recently announced a new initiative involving packaging graphics that help consumers locate the right games for their specific needs.
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“Through our extensive consumer research we have discovered that consumers have a difficult time shopping for games because the games aisle can be overwhelming and difficult for them to determine what they want” says Phil Jackson vp marketing for Mattel Brands.

In addition to the company’s new Web site ( the company also began color coding the games’ packaging for release this spring. Color codes identify age group number of players duration of play and key game attributes and benefits.

“We saw an opportunity to simplify the shopping experience and our online and retail program helps consumers find the right game for the right time” Jackson says.


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