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Mighty Tonka Packaging 1964 - 1970
The first thing a consumer sees when selecting an item to be purchased is the packaging. What the eye sees, the eye buys. Before blister packs, at least for Tonka, a solid, corrugated single (box/carton), blocked the view of the potential buyer. Tonka graphics designers went through great lengths to convey an accurate image with artwork on the single that would invite mom or dad to take a closer look.
Mighty Tonka packaging followed a common artwork theme. That is to say that a single for a Mini Tonka series or a Regular Tonka series or a Mighty Tonka series truck, shared the same basic theme. A sense of "family resemblance" was important when competing for shelf space with the likes of Nylint, Structo and others. Tonka kept the totally enclosed single from 1964 through 1972 when a cutout was designed into the single that would allow the consumer an unobstructed view.
Below is an example of family resemblance in the artwork used on the singles for the 3 series available in 1968. All singles feature the color of the toy and a front, sides and top view of the toy in the box. The single background color is off white to white enhancing the colorful artwork.
 1968 Mini Tonka Packaging |
 1968 Regular Tonka Packaging |
 1968 Mighty Tonka Packaging |
For Tonka, packaging typically was one of the most expensive components in the cost of the commodity. The target date for a packaging changeover, for example, may have been planned for January 1st. But because Tonka had older packaging available lasting weeks into the new year, rather than trashing the old packaging, opted to use it up. And in another example, Tonka may have come up short of the planned changeover date and opted to use the newer packaging sooner. In either case, variations would be created.
 1964 Mighty Dump Packaging |
 Typical 1965-66 Mighty Packaging |
 Typical 1967 Mighty Packaging |
 Typical 1968 Mighty Packaging |
 1969 - 1970 Mighty Wrecker Packaging |
 Typical 1969 - 1970 Mighty Packaging |