Genius Products, Inc. is a fast growing public company based in San Diego, California, which has established itself as a leading producer/publisher of classical, instrumental, and vocal CDs and videos for children in the $1 billion-a-year, zero-to-three toy category market under the Baby Genius® brand name.

Genius Products approached Bassett & Brush Design in July 2001 to redesign their children's audio and video packaging lines. They were a well established company and their "Baby Genius" brand line of products had won many awards for content quality. However, their existing packaging "was flat and unexciting, resulting in lackluster sales".

The challenge was to take the client's existing style guide elements and create a multi-dimensional package that communicated the message of quality and value. Through incorporating the many features that made the product exceptional, i.e., drawing attention to components of the product -- multiple CDs, quantity of music, etc., the design was kept clean enough to greatly improve shelf presence.

The results, as reported by Julie Ekelund, V.P. of Sales & Marketing at Genius Products: Sales of the redesigned product line have soared, exceeding retailers expectations exponentially. Genius Products continues to introduce line extensions that carry the same look and feel from product to product. Julie also noted that the initial project was completed on time and within budget.

Genius Products believes that this facelift ultimately helped close sales agreements with several major mass retailers and negotiate an important distribution arrangement with Warner Bros. Home Video division.