Mattel knows how to create a memorable unboxing experience

With 32% of toys in Europe bought on the internet, Elisa Pogliano, Mattel’s Digital and Omnichannel Director (EMEA), makes new rules for on-line marketing, packaging and shipping.

Instead of Jurassic World™ individual cars sold in stores from blister card displays, Mattel offers up unique package for e-commerce—all five cars bundled and held in a “dinosaur cage” complete with raptor claws printed graphics.
Instead of Jurassic World™ individual cars sold in stores from blister card displays, Mattel offers up unique package for e-commerce—all five cars bundled and held in a “dinosaur cage” complete with raptor claws printed graphics.

The linear path to purchase is the good old days, says Pogliano, and no longer exists. Fifteen years ago, you would see a TV commercial, go to the store and buy the toy off the shelf. The traditional “Moments of Truth” model for advertising, shelf display and purchase has become the “Zero Moment of Truth” during on-line shopping. And now, a new “Moment of Truth” has emerged—some buyer’s first engagement with a toy is when someone else shares their unboxing experience and toy review.

That’s why a memorable unboxing experience can be so powerful—not only for the new customer, but many other potential buyers who will be influenced by what they see and read.

Pogilano’s remarks came at E-Pack Europe 2019, the inaugural event for packaging e-commerce shipments hosted by Smithers-Pira in Berlin March 26-28.

One big implication is the e-commerce shopper might have zero interaction with the package until it arrives at home. Super colorful packages with transparent blisters to showcase the product, and cut-outs for “try me” button-pushing, do not play any role in e-commerce.

Instead, on-line marketing exists of multiple product shots of the toy being enjoyed (maybe even video). No packaging in sight.

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