- (Photo: REUTERS/Mario Anzuoni)
Girl Scout Cookie boxes will be getting a complete makeover this fall for the first time in more than a decade, according to an announcement made by the organization on Friday.
The new design will look to promote five entrepreneurial skills that the Girl Scouts are looking to teach their members.
The USA Chief Executive of the $790 million business, Anna Maria Chávez, has said, "We have more than 50 million cookie customers across the country, and the cookie box is the most tangible and powerful way for us to communicate directly with consumers," according to Reuters.
The five skills being promoted by the Girl Scouts this fall are goal setting, decision making, money management, people skills, and business ethics, according to the group.
The new cookie box designs will boast some of the key activities the Girl Scouts have become associated with, including working in parks, kayaking, public speaking among numerous others.
The boxes will of course feature the Girl Scout's famous emblem, which will ensure their brand remains consistent through the brand makeover.
The last time the Girl Scouts cookie boxes were redesigned was 13 years ago, way back in 1999. The group has decided to undergo a brand renewal this year to refreshen its image and to celebrate its 100th birthday.
The famous Girl Scout cookies have been sold since 1917. The group encourages its members to try and sell as many cookies as possible. The record for the most cookie boxes sold by a single girl is 17,328 boxes by Jennifer Sharpe, who was 15 years old.
It is thought that the average number of Girl Scout cookie boxes sold each year are 175 million, generating an annual revenue of more than $650 million.
This year's Girl Scout cookie program officially starts in October and will run through May. Sales historically peak late January to early February, according to Reuters.