MCM Awards 2008

Children's Products

	GOLD: Print Channel

	Hanna Andersson, Winter 2007

It doesn't get more inviting than this,” said one judge of the cover of the Hanna Andersson Winter 2007 catalog. The two cute kids pictured are “having a blast in their Hanna longjohns!”

WHY IT WON A GOLD AWARD: The cataloger's signature line of colorful merchandise is showcased by the strong design. “The full-page and large-scale photos are powerful and reinforce the company's commitment to, and assurance of, quality,” said a panelist. What's more, a judge said, “images depicting multigenerational models easily lead to the cross-selling of apparel in all shapes and sizes.”

Hanna Andersson's copy is another strong point. “Straightforward yet fresh,” is how one judge described it. “Copy reinforces the apparel's clean and organic appeal.”

IDEA TO STEAL: Large photos may be important in selling apparel, but don't skimp on space for copy. “The space allotted for the copy is ample so that it can be both fully descriptive and ‘selling’ at the same time,” a judge noted. — PB

Director: Chris Moser

Designers: Chris Moser, Yvette Valesquez

Creative director: Mary Wilson

Marketing director: Alison Polenz

Print/production directors: Jody Palzer, Lee Beckman

Merchandiser: Jackie Ardrey

Copywriter: Elizabeth Gottfried

Photographer/illustrator: Ted & Debbie, Iridio

Printer: R.R. Donnelley

	GOLD: Print Channel

	L.L. Bean, Kids Spring 2007

Talk about happy campers: The front cover of the Spring 2007 edition of L.L. Bean Kids shows three children happily unpacking a duffle inside their tent, conveying the excitement of a family camping trip beautifully.

“Colorful and engaging, this cover heralds spring,” one judge said. “The cool blue background is the perfect palette for the colorful fleeces, and a welcome relief after winter's darkness. Fresh and crisp, the cover invites consumers to dive in.”

WHY IT WON THE GOLD AWARD: Great photography, well-written copy and simple design combine to make this catalog inviting, fun and easy to navigate.

“The straightforward copy — explicit and ‘non-salesy’ — works well with Bean's no-nonsense image,” one judge said. “The headlines are effective, answering parents' questions about apparel wear and function — before they even ask.”

There is a lot of play and action depicted throughout the catalog: “Kid models having great fun wearing Bean products,” a panelist said. “The use of ‘price tags’ throughout is clever. Good drivers to the Website incorporate well into the design.”

IDEA TO STEAL: L.L. Bean has one of the “gold standard” guarantees: Products can be returned at any time if the customer is not completely satisfied. This is stated on page two and on the order form, a judge said. “In addition, there is extensive size information as well as charts on the order form spread.” — PB

Senior vice presidents: Steve Fuller, Don Oakes

Designer: Vivian Page

Creative directors: Jim Hauptman, Marcia Minter

Print/production director: Jason Kendeigh

Merchandiser: Glenn Johnsson

Copywriter: Tom Tero

Photographer/illustrators: Elise Plakke, Elizabeth Fuller

Printer: Quebecor World

List manager/broker: Millard Group

	Children's Products

	www.onestepahead.com

	GOLD: Web Channel

One Step Ahead relaunched its Website in April 2007. Was it a success? You might say the new site is worth its weight in gold.

WHY IT WON A GOLD: The revamped Website is an online encyclopedia for novice and expert children's product buyers that gives customers the knowledge needed to make safe and smart buying decisions.

The use of video to sell product was impressive and authentic at the same time. “One Step Ahead did a great job with the use of kids using products in videos that show how products work,” a judge said. “It's obvious the videos weren't professional, which only increases One Step Ahead's credibility in the mind of the consumer.”

IDEA TO STEAL: One Step Ahead knows you can't just replicate catalog product shots for your Website. “Wherever possible, alternate shots of products should be used on a Website,” a judge said. “A little enhancing of photos for a Website will do wonders for product sales.” — TP

Marketing director: Rachel Gutierrez

Webmaster: Bill Baldwin

Website designers: Anna Sandoval, Beth Wernet

Copywriter: Julie Cramer

Photographer/illustrator: Summit Studio

Others: Dan Tussing, Alton Kusch, Ezra Oh