UK Greetings (UKG) has renewed its focus on Juvenile cards having secured a number of leading licenses in this sector, including: Hot Wheels, Horrible Histories, Tinga Tales, Eric Carle, Guess How Much I Love You, The Very Hungry Caterpillar, Top Model and Glee.
By working closely with parent company American Greetings, UKG has also added some great sound and lenticular designs, new innovative pop-ups, keepsakes, games and other fun elements to their model line.
Ben Cybaniak, Creative Manager of Fun/Trendy told Gifts and Greetings Review that this category is not typically a trend-driven sector of the greetings card market, saying: “The winning formula for designs rarely changes and fun, bright, colourful and typically juvenile images are what prove popular. It is interesting as you have to design with the child in mind, but also with the understanding that ultimately an adult will be the purchaser.
“It is an area that demands new innovation and great value for money, the trick is to capture what children are ‘in to’, analysing and identifying gaps in the market and keeping up to speed with changing habits,” Ben explains, saying that at UKG they have to keep a close eye on what TV programme and film characters are popular amongst kids.” Recognition is an effective buying tool, not necessarily by children, but by Mums, Grandparents, Aunties etc. who all tend to be drawn to familiar characters, whom they associate with the young people in their lives.
Click on one of the images below to view the full card design