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Toy brand's dual appeal for collectors, kids

A trend to restage a 'heritage' brand is also playing out in the toy aisle.

Pw 7970 Johnny Lightning

A number of “heritage” brands have been restaged to become relevant to contemporary shoppers and to compete against a flurry of new products. While this trend is prominent in food and beverage aisles, it’s also playing out in the toy department.

Johnny Lightning, a brand of die-cast cars from RC2 Corp., Oak Brook, IL, got the jolt it needed by refreshing its brand identity and leveraging its considerable equity with longtime fans to become more relevant to young consumers. The company, working with Design Force (www.designforceinc.com), accomplished these objectives by researching what loyal fans enjoy most about the brand and then reflecting the “wow” factor through packaging and other visual communication that’s different for collectors and toy enthusiasts.

Research revealed that Johnny Lightning’s impeccable accuracy on 1:64 scale die-cast cars attracts both collectors and kids because of attention to detail, appealing colors, and low-friction wheels. The research, along with an audit of the die-cast car category, provided direction for a new, cohesive branded look and different packaging for both toy enthusiasts—they’re mostly young boys—and collectors.

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