Where does Disney Consumer Products get the inspiration for its packaging? Sheila Ullery, Health and Beauty Director, mentioned at the HBA Expo in September that Disney creates the image first and then builds products and packaging around it. This approach is in stark contrast to most consumer goods companies, which create the product first, then try to figure out an image to go with it.

Disney’s approach enables it to create lifestyle brands, especially for “tweens” and teen consumers. For packaging ideas to persuade very young consumers to purchase your product, Ullery suggests that brand managers “look at the new TV shows for 2007 and movies coming out in 2008 for trends for your brand. That’s where these consumers are looking for what’s hot.”