A lesson in fighting for the RIGHT packaging.

If you’ve ever launched a product into retail, you know this truth: once your item hits the shelf, it’s not entirely in your control anymore.

Retailers have planograms to follow, shelf constraints to navigate, and specific packaging requirements that may or may not align with what’s best for your product. And sometimes, complying with those requests can hurt more than help.

Here’s a story I’ve never forgotten — and a lesson I learned the hard way.

The PaciPal Packaging Shift

At BooginHead, we launched a product called the PaciPal Teether Blanket — a plush, comforting blanket with a built-in pacifier clip and teether attachment. It was soft, soothing, and quickly became a favorite in the baby aisle.

When we first introduced PaciPal into Target, it was merchandised hanging on a peg, fully visible. You could see the adorable animal face, feel the softness of the fabric, and immediately understand what it was. That packaging worked — sales were strong, and customers responded with glowing feedback.

Then came the packaging change.

The buyer required us to consolidate the packaging - significantly. To meet planogram restrictions and reduce the item’s footprint, we had to shrink everything down. That meant folding the product into a very small form that hid most of the design and removed the tactile experience entirely.

The result? Customers didn’t understand what the product was.

Sales dropped — fast. Despite being the same great item inside, the loss of visual and emotional connection on the shelf completely changed the purchase behavior. Within a year, the product was pulled from the planogram.

What I Wish I Had Done Differently

In hindsight, I should have pushed back.

I should have tested the new packaging with real consumers, even just a quick survey or shelf test, to show the drop in understanding. I should have brought that data to the buyer before agreeing to a change I knew in my gut wasn’t right.

But I didn’t. I complied, stayed quiet, and crossed my fingers.

And I lost that shelf space because of it.

As I often say, the data doesn’t lie. Had I invested a little time and money to collect it, I’m confident I could have made a stronger case — and kept the product on the shelf.

The Lesson: Protect the Story Your Packaging Tells

Retail buyers have their reasons, but you know your product best. If your packaging is a core part of how customers understand or experience your item, don’t compromise without a fight.

Bring test results. Show shopper insights. Explain how packaging ties to your velocity.

Because at the end of the day, if your product becomes unrecognizable, it becomes unsellable — and the retailer won’t give you a second chance.

Need Help Navigating Retail Packaging Requirements?

You don’t have to learn this lesson the hard way.

If you’re prepping for a retail pitch, reviewing packaging options, or facing pressure to reduce your footprint, let’s talk. I’ve been there. I can help you find a balance between what the retailer wants and what your customer needs.

👉 Reach out to avoid costly missteps — and keep your product where it belongs: in the cart.