Crown Speciality Packaging North America is providing metal packaging to game and toy companies to help their products stand out from other forms of entertainment.
Crown has applied its knowledge in metal happening to help the brands appear innovative and fresh.
Crown marketing manager Sheila Heath said that traditionally two types of game and toy consumers exist, one who primarily likes to play with the item, and one who sees their purchase as a collectible.
"In both cases, consumers are increasingly recognising the value of premium packaged goods. This, coupled with the growth of the market in general has led to decorated metal tins often being utilised as the primary container, rather than PVC or cardboard," she added.
High resolution printing and embossing can produce the impression of movement with the use of shadows, improving the look of the game's characters and designs.
The product can be partially viewed inside the package through innovative shaping or Crown's window technology.
Crown say that toy and game makers are also focusing on more sustainable packaging options. Metal is 100% recyclable and its resistance to wear and tear can prolong the lifespan of a toy. It can also be reused in the production of new packages without compromising the packaging quality.
The global games market has grown from $78bn in 2011, and is expected to reach $100bn by 2015.
Image: Crown's double box packaging. Photo: courtesy of Crown Holdings, Inc.