The Great British Card Company (GBCC) has totally overhauled its juvenile card collection, delving deep into what chimes with the youth of today.
“Over the past few years we have tweaked our juvenile line here and there, but after much discussion we made the decision to go for a complete overhaul,” explained Nick Adsett, group product director about the new collection, which comprises 114 designs covering 122 captions.
Revealing the approach to the overhaul, Nick said: “We did our research into the market, assessed competitor activity, reviewed developing trends and threw in a few curve balls of our own to stamp an indelible GBCC mark on proceedings.”
The collection, the first phase of designs of which is now available, includes new artwork from GBCC illustrators Simon Taylor-Kielty, Miki Rose, Jessica Johnson and Alex Gunn.
Commenting on the approach she took with her designs, illustrator Jessica Johnson, revealed: “When starting the large numbers juvenile project I looked at current kids trends that seem to be sticking around, such as unicorns, tropical, pattern/doodle styles, pirates, jungle and space. I also kept the colour palettes fresh and not overly saccharine.”
Meanwhile, fellow designer Miki Rose said she drew inspiration for her designs from the home and gift sector, evidenced in the inclusion of “mark making and geometric patterning” for older ages to give the range a “more trendy, sophisticated look”. Part of Miki’s more ‘sophisticated’ route was the colours used, including “limes within the female palette and more vintage blues with touches of copper foil for the boys.”
The new juvenile collection spans designs from price code GG (RRP £1.99) to code KK (RRP £2.99) and the cards include finishes, die-cuts and badges across 5”x7”, 6”x8” and square formats.
In the Nick of time…
PG Buzz asked GBCC’s Nick Adsett to share a few memories from his own childhood, growing up on the Isle of Wight.
What did you want to be when you were a lad?
“I wanted to be a journalist, but I was told by our French teacher, who doubled as our careers advisor, that I wasn’t bright enough so I promptly gave that idea up. He was obviously right or I would have said “Stuff you, I’ll persevere and prove you wrong”!!”
What was your best Christmas present as a youngster?
“My first pair of leather football boots. I went to the mainland with my Mum (big day out) and we bought them in Debenhams in Southampton. They were about three sizes too big (so I could grow into them) and she hid them under her bed but I used to creep in there at night and get them out, just so that I could smell the leather…Before that I had a burgundy plastic pair of George Best Matchmaker Stylos, bought with tokens from the back of the Typhoo tea packets!”
What was your fave tea as a boy?
“Corned beef hash with ketchup”
What were your fave TV programmes back then?
“Superstars, Top Of The Pops and Match Of The Day.”
