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Once you start adding the layers of design and complexity to a toy—clothes, accessories, prerecorded sounds—you risk creating something that misses the mark with your target audience.
They never have to run the risk of being stuck with 10, astronaut bears the week after the latest Pirates of the Caribbean opens. There are two points to take from this. The second is that they are able to charge their customers a premium for the pleasure of assembling the final bear.
When I was a kid, my grandma would make me a cake from scratch every year. The cake cost maybe a dollar in commodity goods. When she passed away, my mom took over the job. Of course, the cake was more expensive because of the convenience factor of having pre-made cake mix. These days if you have young kids, a cake—either homemade or store-bought—no longer cuts it. Instead you are paying hundreds of dollars for a party in an ice-cream store.
Selling these products is about more than simple convenience. So cake mixes were altered to require a fresh egg as well, and the product took off. The Pillsbury Doughboy ads played on this same idea. Their sales pitch is less about the superior taste or ingredients than it is about allowing Mom the satisfaction of putting hand-baked rolls in front of her family.
Both of these brands allow their users to bypass any guilt they might feel at not being able to offer their family the full experience of a homemade meal.
The users get the pleasure of the last step: pulling something hot and fresh out of the oven and serving it to their family. Can you give them an opportunity to take ownership over the construction process? Look at ways in which you can add real value for your customer while simultaneously giving them a less-finished product that improves your bottom line or supply and manufacturing protocol.
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