Novelty Toys
So cute, so fun!
The Nylabone Novelty Toy line was created to fill a gap in the company’s product catalog. Before the launch of this line, Nylabone primarily focused on reliable bone shapes and realistic alternative products for consumers. My team and I felt that this was a space that we could be competitive in and have room to grow.
After a lot of research and testing, we pushed for novelty products with faces knowing that this would connect most with the consumer. It would also help Nylabone as a brand move into a more youthful lens and attract younger generations. To be true to the brand, we focused on safety, usability, durability, and likability for both the dog and the consumer.
During the ideation process for the Novelty Toy line, we gathered inspiration from different sources. Especially those in the human marketplace. This includes foods, gifts, everyday objects, plants, and products that bring nostalgia. Ultimately, we decided to land on food after much deliberation. To avoid confusing the customer, we worked with the kind of food dogs could eat, even if this product is not meant for consumption. Considering how a dog might interact with our designs, my team and I focused on shape, function, style, play patterns, and overall look to build a connection with the customer.
After some small focus group testing, we landed on a closed-eyes concept for the initial launch with simple facial features. This would give us a staple to build off for future launches.
Since the Nylabone brand has never used faces on its products before, we had to do a lot of exploration to find something that was not polarizing and would make the consumer happy when they see the product.
The packaging, held by a blister, intends to have each design partially suspended to let the buyer see and handle the toy.
Have fun with your furry friend!
