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Article | May 31, 2002
Packaging with the force
In order to appeal to kids of all ages, Star War’s collectable toy action figures from Pawtucket, RI-based Hasbro needed packaging that hit on themes from all five of the popular movies.
To achieve this umbrella look the company turned to The Sterling Group (New York NY). While the packages for the Star Wars figures used to change according to each movie Sterling’s new design captures the grandeur of the entire saga. Hasbro wanted to extend the appeal of the figures beyond committed fans to adults parents and children unfamiliar with the original films. Packaging for the Star Wars figurines includes a clamshell and backing card. Printed to the paperboard card directly behind the doll inside the clamshell is a scene from the movie that contains the particular character. The Star Wars logo is featured prominently at the top of the backing card. A space-like background is added to tie the entire design together. The name of the character and the movie it appears in also included at the base of the package.
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