The present research uses toy packaging as an exploratory case study to test the research design. The case study is so selected since it involves merchandizes in conflict between the needs of children and the trust of guardians. It also engages the role of playing as a learning process promoting children’s imaginary and creativity thinking. Visual stimuli along with self-report questionnaires are used to test the perceptual response of both children and guardians on the aspects of attractiveness, safety, value and taste. The study found a number of contradictions on preferences between children and parents which demands design rethinking. Keywords: children’ visual perception, package design © 2017. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.