I have 9 New SKUs currently in Target!
Target’s newly reset craft planogram features nine projects which I developed and designed or art directed in the last 2 years for brands Faber-Castell, Creativity for Kids, Sequin Pets and Diamond Art.
The Craft Planogram Signage
What’s the best part? One of the projects is prominently featured as the Planogram’s signage.
During my time at FC, I introduced new product formats which would invite new consumers to engage in FC products, stencils, introductory how-to experiences, new packaging formats.
These projects were challenging because the required the development of new items at smaller landed costs to get lower price points. This watercolor art set was especially unique as we developed a customer mini watercolor palette - which offered a really great range of color and expanded the product experience for a novice user.
This kit introduces the use of watercolor pencils, watercolor pod palette, pen and ink use with stencils. The concept introduces success with watercolor for novice artists in a 20-minute time frame. The projects in the design guide were written for customer success. Everyone can do it if you follow the instructions.
I spent a great amount of time researching how consumers engage with watercolor, which makes for the best pigment composition for watercolor pods. I worked with a renowned watercolor artist and instructor during the development. These projects were also consumer tested.
Target Planogram Feature Project Image - Yay!
Sometimes as a Designer you have to wear your Sales hat! When I moved to Cleveland 5 years ago to lead Faber-Castell Creativity for Kids Product Development and Creativity Center, one of the first memberships I signed up for was Cleveland Museum of Art.
Upon visiting the gift shop, I discovered there was NOT ONE PRODUCT in the store from the Faber/Creativity house of brands. How could that be? I had a conversation with the manager and took her card, let her know that she was missing out on featuring some amazing products from brands in the museum’s back yard. I passed the sales manager’s business card along to the sales department at the company and asked why in the heck didn’t we have a relationship with the museum?
Last week I visited the museum store for the first time in a while during my visit to see the Georgia Okeefe exhibition to find several products from the company FINALLY! It’s about time! Glad to know that I helped to increase the visibility for the brand at this phenomenal Cleveland arts institution. #Craftivity #CreativityForKids #FaberCastell #Smithsonian #SparkLab #sales
Excerpt from Article: “ The tween scene is all about “in real life” crafting that’s cool, collectible and ready to share.” - By Pamela Brill
No matter whether your store carries toys or gifts, you know the challenges of catering to the tween demographic. Sometimes, it can feel like trying to sell a toy to any kid older than 8 is like trying to sell ice to an Eskimo.
Blame it on any number of factors: age compression (kids appearing to get older, younger), their constant desire to be digitally connected, fickle buying habits…did we mention too much screen time? It’s enough to make toy buyers and sellers throw their hands up in the air and cry mercy!
And just as important as who is buying the craft kit is who is receiving it; toy designers must tailor their tween selection to a more mature audience. “A tween girl doesn’t want her little sister’s crafts; she wants a much more sophisticated look, something that her little sister would not be interested in,” say Delanie West, vice president of product development, at Faber-Castell USA. “The experience is ‘graduated’ to more challenging techniques, more steps in the creative process and more of an open-ended feel in the projects to let their creative decisions flourish.”
The CRAFTIVITY Pretty Pendants Aroma Jewelry combines natural fragrance oils with beads to create scented jewelry. $20. Creativity for Kids/Faber-Castell USA. Craftivity.com
As craft kit manufacturers develop lines for tweens, they must determine what role, if any, the integration of technology will play in design or promotions. For Faber-Castell USA’s Creativity for Kids brand, the company looks to social media for inspiration for its product and packaging, specifically Instagram Top Down positioning that presents a bird’s eye view. “By presenting some product photography using that subtle photography angle, we are speaking to (tweens) in the way they engage with imagery on Instagram,” say West.