PowerA is a digital accessory brand focused on licensing and video games. An aggressive leadership team pushed for a large collection of products. The challenges were delivering great product, creating effective packaging, maintaining standards, working efficiently, and organizing assets.
PowerA's licensing opportunities were unparalleled. With access to such great brands, the marketing and creative teams were always busy.
Securing the licenses meant pitching the licensors. The team often blasted out dozens of stunning product concepts, retail merchandising plans, and and effective pitch decks in a matter of days to prepare for the meetings.
Brand owners loved PowerA because its product executions were always fresh and innovative. The keys to success were understanding the the brands, researching their fans, and delivering products that delighted consumers.
We developed hundreds of package designs all across the pricing spectrum. The Fusion Controller (above) was an excellent product sold at a premium price. The team delivered packaging with a high-end feel while still including the licensor-required graphic elements.
With dozens of product types and hundreds of features, it grew important to standardize naming conventions. Internal style guides ensured naming was consistent over time and in different media like web, marketing, and packaging.
Product features were designed with marketability in mind. PowerA sub brands like the FunPlay HideAway series built consumer love for product feature sets. Packaging for licensed products complied with seasonal changes in the licensor's graphic trade dress.
Licensors required the specific placement of graphic elements. Retailers required specific package sizes for their planograms. Consumers required standardized information to make buying decisions. A set of well-maintained templates allowed for quick and efficient work.
Each license carried dozens of products and scores of ever changing of assets. An internally developed marketing asset database kept it all straight.
We worked closely with retail partners including Walmart, Target, GameStop, Best Buy, and toys are US to create POS retail displays that drove sales at during key sales seasons and launch events.
PowerA products generated more than $50M per year and enjoyed placement at all of the big box retailers including Target, Walmart, and BestBuy. Many went on to win awards and become the top sellers in their categories.