KidCo's New Packaging

<< Back KidCo's New Packaging Helps Expand Business Opportunities KidCo is a well recognized name in upscale baby products which include a complete line of child safety products. KidCo's president, Ken Kaiser, stated recently that back in 2002 their marketing department recognized a packaging problem that was impeding their market penetration. The boxed package at the time used beautiful 4-color photographs to illustrate the products installed. This was not enough for the end consumer that shopped at mass merchants and hardware retailers. They wanted to see the product. Of course there were many other challenges. 1.) A full-view, cost effective package was needed. Clamshells would be great but too expensive. Blister cards would not maintain the upscale image of the product line. 2.) Some of the items were fairly low volume and would not warrant individual tooling costs on their own. 3.) Existing point-of-sale merchandisers were already in place at hundreds of locations. New packages would need to be the same size so that the transition from old to new packaging would be seamless. 4.) Finally, KidCo wanted to postpone upfront capital expenditures on heat seal machinery until their volumes increased. KidCo met with several designers, printers and packaging experts and decided Algus Packaging was best qualified to achieve the goals set forth in the project. Algus engineers then went to work on the project. Executives from KidCo including Tom Fox, VP Operations, monitored the progress step by step. A mock clamshell design satisfied the upscale image and was less expensive than a clamshell. Products were grouped into three standardized blister shapes to achieve affordable minimum runs. The outer dimensions of each package remained the same as the old packaging in order to work with existing point-of-sale merchandisers. The packaging services division at Algus would be used to custom assemble KidCo's child safety product line until volumes warranted the purchase of heat seal machinery. Mr. Kaiser commented recently, “It doesn't seem like over a year could have passed. The huge project has now been achieved. Thanks again to the Algus team for a job well done.”