Toys R Us Cardboard Toy Pallet Display Rack
As we reach the end of 2021 and look forward to Christmas and New Year 2022, it's clear that the past year has been challenging for many due to the ongoing impact of COVID-19. Despite these challenges, WOW has experienced nearly 30% growth in the sales of our cardboard display racks, thanks to partnerships with Fortune 500 brands like Pringles, Coca-Cola, and Disney. These brands turned to WOW's cardboard display stands for high-impact marketing, achieving strong performance growth despite difficult market conditions.
One standout project from this period is the cardboard toy pallet display rack we created for Toys R Us, a classic collaboration between this traditional toy manufacturer and the WOW team.
The Project Background
Toys R Us sources toys from a factory in Dongguan, China, which is a major hub for toy manufacturing. They have an in-house design team but had struggled to find a toy display rack partner that could meet their high design and quality standards. After failed collaborations with other companies, Toys R Us discovered WOW via Google.
The initial project sketches were sent to WOW, and given the stature of the Toys R Us brand, we assembled a 3+1 team to handle the project. This team consisted of three experienced sales and design directors, each with at least five years of experience. After reviewing the design, we identified several key challenges.
Design Challenges
The cardboard toy pallet display rack was designed with three sides:
1. The front features a layer box structure to hold water polo toys.
2. The two side panels are designed with hooks for hanging lightweight products like sunglasses, rackets, and gloves.
While the toy shelf display for the layer box was straightforward, the hook design presented two major challenges:
1. Load-bearing Hook Design: Traditional plastic hooks can only support around 100g, but the customer required a hook capable of holding up to 500g. Iron hooks would work, but they would require a thicker backing, reducing the aesthetic appeal of the cardboard toy display stands, which was against Toys R Us's branding requirements.
2. Fulfillment Packaging: Toys R Us requested fulfillment packaging, meaning the toy display shelf would need to be assembled at the Dongguan factory, fully loaded with toys, and shipped directly to U.S. stores. This requirement was unusual for cardboard toy display racks due to concerns about load-bearing and transportation safety, especially with the hook components.
The WOW Solution
Our team brainstormed for three days to devise solutions for these challenges. Here's how we addressed them:
1. Custom Hook Design: After consulting with multiple hook suppliers, we developed a custom hook with a plastic link component to ensure stability without compromising the cardboard toy display stand. This design allowed the hook to support 500g without needing a bulky back panel.
2. Innovative Fulfillment Packaging: For the hook portion of the toy display rack, we designed a unique inner cardboard insert to provide support during transportation. We also added 5cm of extra space in the insert to protect the toys from movement during transit. This ensured both stability and safety while maintaining the aesthetic of the toy store shelves.
Successful Outcome
Toys R Us was impressed with our solution and requested a white sample for testing. After rapid production, the sample was delivered the next day. The toy display rack passed all transportation tests and received immediate approval. Toys R Us quickly placed an official order, and the project was successfully delivered.
Today, these cardboard toy pallet display racks are featured in Toys R Us stores across the United States, and the customer is extremely satisfied with the design and service provided by WOW. Our innovative solution, particularly for the hook component in fulfillment packaging, has set a new standard for the future design and shipment of toy display racks.
WOW's Expertise
WOW's success in this project is the result of over 11 years of experience in display rack design and production. Our team has handled numerous POS toy display rack and fulfillment packaging projects for a variety of brands. We are experts in creating custom toy display racks that not only meet functional requirements but also enhance brand visibility and consumer interaction.
If you have any needs for POP display racks, toy display stands, or display shelves, feel free to contact the professionals at Shenzhen WOW Packaging Display Co., Ltd.
Contact: Allen
Tel/WhatApp: +86 186 7564 6976
Email: info@wowpopdisplay.com
