Role: Senior Designer
Client: Hasbro’s Battleship, in collaboration with Hunter Public Relations
Description:
Specialty promotional packaging created to generate excitement for Hasbro's new line of Battleship toys, which were introduced alongside the new Battleship movie (2012). The box held promotional toys and swag for editors, bloggers, and other Hasbro enthusiasts. The outside surface of the mailer was custom-illustrated to resemble the exterior of a battleship, and featured marks of combat such as die-cut bullet holes. The interior of the mailer was illustrated to resemble a battleship cockpit. The side and front box panels acted as a control panel and the main interior lid acted as the main ship window. The receiver was able to click a "fire" button which ignited a missile blast sound chip hidden within the box.
Links/Press:
• IFC of AMC Networks: Hasbro delivers a boat-load of “Battleship” toys
As reviewed per IFC of AMC Networks Inc.:
“You have to hand it to Hasbro for knowing how to create a promotional package — and we’re not even talking about the contents of the box.
Made to look like it’s wrapped in metal plating, the “Battleship” box is riddled with faux bullet holes that are both painted on and actual holes in the cardboard (there’s another box inside that holds the products). The lid of the box flips up to display an interior illustration that makes it look like a HUD-style monitor, complete with fold-out sides (also illustrated with various radar screens and gauges), and a lenticular decal showing one of the alien ships from the film in its sights.
The remaining cardboard flap covering the contents of the box is made up to look like the control panel of the “Battleship” board game, and has a red “Fire” button. Pressing the button invokes the sound of a torpedo being launched at — and destroying — the alien ship.
And we haven’t even made it to the contents of the box yet…
(Confession: It took about 10 minutes for us to actually get to the contents of the box, as we spent an shameful amount of time repeatedly pressing the “Fire” button and giggling like a six-year-old. *shrug* It happens.)”
