For more than 60 years, Elmer’s has been a trusted brand that fuels creativity, providing adhesive solutions that transform ideas into reality. With an eye constantly focusing on innovation, Elmer’s approached Big Red Rooster to add a new product to its arsenal of arts and crafts supplies. After a robust research effort, our team developed the Squeeze ‘n Brush line of paints and accessories to inspire mess-free creativity that appealed to both moms and kids.

To ensure the product design work was grounded in the wants and needs of the end user, our team executed a robust research engagement. Through a series of focus groups and one-on-one interviews, we talked to moms, dads, and other caregivers to understand the role of Elmer’s products in creative play and the unmet needs that existed in this experience. To address parents’ concerns, our team developed child-friendly paint pens that delivered a reliably even paint flow and eliminated mess.

Based on tremendous market demand, the concept platform developed for Squeeze ‘n Brush was extended to include Squeeze ‘n Stencil and Squeeze ‘n Glitter, giving parents and children additional crafting options. Our team developed companion stencils, as well as the structural packaging and packaging graphics, to support the new product introductions.

Winner of the Toy Test Award on NBC’s The Today Show, the new product line reinvigorated Elmer’s crafting line, providing increased sales and market momentum.