Patent Application
20100106667
The marketing of goods and services can be critically important to the success of those goods and services. Various marketing systems exist, including radio, television, and interne advertising. One particularly effective method of marketing goods includes presenting the goods to the public with a package that stimulates the curiosity and interest of consumers, thus promoting the sale of goods.
One approach at stimulating consumer curiosity includes offering a line of products in packages that conceal the specific identity of the products within the packages. For example, baseball cards are often distributed in packaging that prevents a potential consumer from inspecting the cards before the cards are purchased and opened. In some cases, a common, less desirable one of the many cards in the same package will be visible, but the uncommon and rare cards that truly interest a consumer remain hidden.
The inventor herein has recognized that one problem with such an approach is that many consumers do not like to gamble, and therefore, may not make an initial purchase if the valuable part of a product remains hidden. Even if an initial purchase is made, such a consumer may easily become frustrated if they do not get any of the products that they desire. As such, baseball card marketing is not appropriate for many types of products or many types of consumers.
As such, a line of products is provided with different types of packaging, which are designed to stimulate the curiosity and interest of consumers. Some of the packages from the line of products obscure the identity of the package's contents. Other packages from the line of products reveal the identity of the package's contents. Because a potential consumer can only ascertain the contents of some of the packages, the consumer may become intrigued as to the contents of the other mystery packages. At the same time, a consumer that does not like to gamble can choose from a variety of products that are displayed in packaging that does not obscure the identity of those products. After such a consumer has collected some of the products that are offered in normal packaging, that consumer may grow very fond of the line of the products. As a result, that consumer may be enticed to try their luck with the mystery packaging so that they can collect more products from the line of products. In this way, a consumer that ordinarily would not gamble may select a mystery package. At the same time, consumers that like to gamble may choose the mystery packages first, and then move to the normal packaging in order to complete a collectible set.
Furthermore, the mere existence of a single product line that includes some mystery packaging and some normal packaging can make the line more appealing than a line that has only mystery packaging or only normal packaging. As a result, consumers may be more likely to make a first purchase from the line and may be more likely to remain interested in purchasing more products from the line as the consumer's collection expands. The variation in packaging types can also increase consumer awareness as to the intricacies involved with collecting a line of products, and such increased consumer awareness can lead to increased product sales.
The present application is directed to the packaging of a line of products. The line of products comprises a variety of distinguishable products having similar configurations that can be offered in similar packages for each product. Some packages may be configured to facilitate identification of a product held in the packages. For example, the product may be enclosed in a transparent window of the package. Some packages may be configured to obscure identification of a product held in the packages. Thus, the identity of the product remains unknown to a potential purchaser and a sense of mystery is introduced to the purchasing experience. The product held by the mystery package may be a rare or relatively valuable product or the product can be a common product. The mystery packaging can increase the curiosity of a potential consumer that desires to acquire rare products, collect an entire set of products, or merely enjoys the thrill of the unknown. Accordingly, a potential consumer may decide to purchase the mystery product even if the potential consumer does not desire to purchase one of the regular packages in which the purchaser knows exactly what is being purchased.
Holder 10 may include writing and/or other indicia that conveys information about the toy car. For example, at 30, writing may be presented to describe the manufacturer of the toy. In some embodiments, the writing may be part of a manufacturer's logo. At 22, writing specific to the toy line may be presented. At 32, the specific name of the toy (the name of model car for example) may be written. At 34, the package includes writing presenting information about the types of consumer for which the product is designed (e.g., the product is designed for children 3 years old or older: 3+). It should be understood that the illustrated writings are nonlimiting examples of the many different ways that information can be presented on packaging.
Some writings can apply to a specific product, while other writings are more general and apply to an entire line of toys, an entire range of consumers, and/or identify the maker or distributor of the products. For example, manufacturer's logo 30, toy-line name 22, and consumer information 34 apply to several different toy cars in the same line of toys. The specific name of the toy 32 and number in the line 24 apply to only the particular toy held by that package.
Holder 50 can be configured to be virtually identical to holder 10, except that holder 50 obscures the identity of the product that it holds. For example, holder 50 may be approximately the same size and shape as holder 10. In some embodiments, the shape of the holders may vary slightly to accommodate any differences in the shapes of the products that the packages hold. Because packages that are configured to allow identification of their contents are shaped slightly differently from one another, a package that is designed to obscure the identity of its contents may be given still a different shape, so as not to reveal its contents. A mystery package can also have a size and/or shape that is noticeably different than the packages used to deliver non-mystery products in the same line of toys. In this way, the differences in the size and/or shape of the different types of packaging can draw increased attention to the mystery packages.
Like holder 10, holder 50 may include writing and/or other indicia, such as manufacturer's logo 60, toy-line name 52, and consumer information 64. However, unlike holder 10, holder 50 is configured to obscure the identity of the particular toy car. In other words, while a consumer will know that the package holds a particular type of toy in a particular line of toys, the consumer will not know which of the several toys in that line the mystery package is holding. In the illustrated embodiment, window 56 is made of opaque material so that the toy is obscured to a potential buyer. In other embodiments, the window can be transparent, but the toy can be completely or partially covered with a wrapper so that the key details of the toy are not revealed to a potential buyer. It should be noted that any suitable method may be used to make the toy obscured to a potential buyer. Nonlimiting examples of opaque packaging includes a poly vinyl chloride coating that is painted on the interior side of a blister window, and a colored styrene coating.
Further, unlike holder 10, at 62 and 74 there are no writings that particularly describe the exact toy in holder 50. In some embodiments, random letters, unreadable codes, or other uninformative indicia may be displayed instead. In some embodiments, all writing and/or indicia specific to the toy in the package may be omitted from holder 50 altogether. In some embodiments, there may be a stripe or other marking that obscures the writing.
In some embodiments, a majority of toys are distributed in packages that reveal the identification of the toy, and only a minority of toys is distributed in packages that obscure the identification of the toy. For example, only 1 out of every 10 packages (1:10) may be a mystery package. Of course, other ratios can be used without departing from the scope of the present disclosure (e.g., 1:4, 1:5, 1:6, 1:8, 1:12, 1:20, or others).
Further, in some embodiments, a line of products may be configured so that a valuable or rare product is at least occasionally distributed in a mystery package. In some embodiments, such rare products will only be offered in mystery packaging, thus enticing collectors to purchase several mystery packages in an attempt to find the valuable prize. A small percentage of mystery packages may include a valuable or rare product. Such a product may be a toy car that is manufactured in limited numbers, thus making the car a valuable prize to collectors. For example, the mystery car may be a car with rare color or rare designs. In another embodiment, the specific car may be manufactured with a value greater than the toy cars delivered in other packages. For example, the car may be made of special materials or made with more manufacturing procedures. In yet another embodiment, a coupon may be included in the mystery packages. The coupon may enable the purchaser to buy one or more toys in the same line of products, or to redeem another prize. It should be appreciated that virtually any product and/or virtually any prize that targets the potential purchasers may be included in the mystery packaging.
In some embodiments, the mystery package can include the same cars that are usually delivered in the normal packaging. For example, the toy car in package 50 may be the same as the toy car in package 10 or the toy car in another package.
In some embodiments, a line of products, such as 144 collectible toy cars, may include a subset of products, such as 12 toy cars, that are only offered in mystery packaging. Within such a subset, different ones of the products may be more or less rare than other products in the subset. As a nonlimiting example, 1 car in the subset may be ultra-rare (e.g., 1:5000), 1 car may be rare (e.g., 1:1000), 4 cars may be uncommon (1:50-1:100), and 6 cars may be common (e.g., 1:4-1:8). The above mixes and levels of rarity are nonlimiting and can be selected to promote a diverse mix of products with initial purchases, while making it challenging to collect an entire set.
The unknown or mystery product in the packaging may stimulate a consumer's curiosity to buy the toy. For example, a toy package which conceals a toy can be eye catching when it is displayed side by side with similar packages with a transparent window showing toys. Further, since a potential purchaser of the product may be a collector of a line of collectable items, a mystery item can be a surprise and award to him/her.
The present disclosure has been provided with reference to a nonlimiting subset of the various embodiments and operational principles defined by the appended claims. It will be apparent to those skilled in the art that various changes in form and detail may be made without departing from the spirit and scope of the disclosure. Accordingly, the claims should not be interpreted as being limited to the particular embodiments disclosed herein, but rather, should be afforded a full breadth that embraces all alternatives, modifications, and variances allowed by the plain meaning of the claims. Where the disclosure or claims recite “a,” “a first,” or “another” element, or the equivalent thereof, they should be interpreted to include one or more such elements, neither requiring nor excluding two or more such elements.
This application is a divisional of U.S. patent application Ser. No. 11/418,686, entitled “Mystery Product Packaging,” filed May 4, 2006, Attorney Docket No. 1389.0096C, the disclosure of which is incorporated by reference herein in its entirety.
| Number | Date | Country | |
|---|---|---|---|
| Parent | 11418686 | May 2006 | US |
| Child | 12650656 | US |
