The Core follows WH Smith rules

Hull consultancy The Core has revamped the packaging for WH Smith’s 30-strong range of own-brand board games, rolling out in stores nationwide from November.

The work comes as the stationery-to-books chain moves to strengthen brand differentiation and grow sales in the lead-up to Christmas.

The new packaging veers sharply from the ‘standard American family playing dominoes’, says The Core managing director Peter Melling.

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