Children's Products

SILVER: Print Channel

L.L. Bean, Kids, Spring 2008

Go fly a kite” is the message on this L.L. Bean Kids catalog. Not in a bad way, of course, but as in, literally, fly a kite, have a ball, enjoy your spring in Bean's colorful, comfortable and durable clothing.

WHY IT WON A SILVER AWARD: First, there's the product assortment. “The merchandise is perfect for spring-into-summer activities for kids,” said one judge. “And it's displayed in active settings to show off comfort and fit.”

Then there's the creative: “High-energy images and colors add a lot to a kids book,” a judge said. “There's a nice mix of lifestyle shots with dense product placement,” added another panelist. “The density is well broken up with the lifestyle shots.”

And the copy “deftly combines fit hints and characteristics that result in long-wearing and practical clothing,” commented a judge.

WHY IT DIDN'T WIN A GOLD AWARD: The panel felt this book deserved better paper. “The paper the piece is printed on is a fairly dingy grade,” lamented a judge. — MD

Director: Don Oakes

Designer: Vivian Page

Creative directors: Jenna Klein Jonsson, Marcia Minter

Associate creative director: Christopher Seid

Marketing director: Nancy Dynan-Fischman,

Print/production director: Jason Kendeigh

Merchandiser: Amy Steenstra

Copywriter: Kristen Stewart

Art directors: Betty Fuller, Elise Plakke

Printer/color separator/prepress provider: Quad Graphics

List broker: Millard Group