Unprecedented Marketing Campaign Supports ‘Harry Potter’
Captivating displays visualizing Harry, Ron and Hermione are being used as part of Warner Home Video's most comprehensive marketing campaign ever supporting the release of “Harry Potter And The Sorcerer's Stone” on DVD and VHS.
The comprehensive advertising, merchandising and promotional campaign will include national broadcast, print, radio, in-school, and outdoor venues, generating over 12 billion impressions. Coca-Cola will also support the DVD and VHS release of Harry Potter And The Sorcerer's Stone when it is released in May. From behind-the-scenes interviews and additional scenes that have never been seen before, to a shopping excursion down Diagon Alley, audiences will become well acquainted with the characters and secrets of the wizard realm.
Merchandisers will be offered in a variety of sizes and configurations, and three-dimensional set-ups featuring nearly life-size characters, will ensure fun, traffic-stopping displays. Pre-street POP elements include “owl” street signs, tri-cards, floor graphics and window clings.
Consumers can receive a free movie ticket to see Harry Potter And The Chamber Of Secrets in theaters (November 2002) when they purchase Harry Potter And The Sorcerer's Stone plus any two best-selling WHV titles. This promotion will be supported by a “FREE Harry Potter And The Chamber Of Secrets MOVIE TICKET” merchandiser with tear-pads.
ILIO Entertainments Unveils ‘Sound Search’ Kiosk
ILIO Entertainments has unveiled its Sound Search interactive, freestanding demo station.
The Sound Search kiosk is designed to attract customers to sample CDs and CD-ROMs. It features two pairs of headphones, a MIDI keyboard for playing demo patches and a roller printer for making shopping lists. The kiosk features a touchscreen iMac computer and is attractively presented in a freestanding, small footprint clear Plexiglas frame.
“Customers will be able to walk into their favorite store, put on the headphones and audition ILIO’s award-winning collection of sample libraries by loading and playing patches with a MIDI keyboard, rather than having to listen to static demos or samples one at a time,” said Mark Hiskey of ILIO Entertainments.
The kiosk is also connected to a phone line in the retail outlet, enabling ILIO to keep the kiosk’s content current through remote updates. The kiosk was developed for ILIO by 1stKIOSK, of Valencia, CA.
Kodak Debuts Universal Store Fixture Program
Eastman Kodak is using this universal store fixture, which can be modified for a specific retailer. The program is being used to replace Kodak's wide range of custom designs with a more flexible format that allows for custom configurations while maintaining a consistent brand image.
The system is comprised of a modular steel frame, pegboard and decorative trim panels. There are 40 standard configurations available from the stock components. An added feature of the program is the ability to change the look of the units in the field. The units ship KD and assembly in the field is accomplished without tools.
The Kodak Universal Store Fixture Program was produced by Mechtronics, Inc., a p.o.p. display firm based in White Plains, NY.
LeapFrog Learning Center Offers One Stop Shop
LeapFrog has introduced a Learning Center designed as a one stop educational solution.
Located at major retail outlets, the Learning Center offers parents a convenient place to find LeapFrog’s extensive suite of interactive, educational products distinguished by age level and learning skills.
“Never before has there been one location at retail where parents could easily find products to address their children’s various learning needs from infancy to high school,” said Mike Wood, President of LeapFrog.
The LeapFrog Learning Center features key offerings from the company’s new 2002 product line, including a comprehensive phonics series and a new handheld device that helps kids study more effectively for middle school tests and SATs.
LEGO Features Harry Potter Sweepstakes Display
LEGO required a display that would promote its new LEGO Harry Potter product and draw consumer interest through a sweepstakes to win a limited edition LEGO Harry Potter model and case.
The eye appealing display, model and graphics surrounded the LEGO product on the shelf, and drew huge consumer interaction in the retail environment. The LEGO model was assembled and screwed to the display.
The display also functioned as a sweepstakes entry box and winners name display. The promotion was conducted exclusively through Toys "R" Us stores.
The display was produced by MBH Presentations, Inc., a Floral Park, NY-based p.o.p. display firm.
Duracell High Power Lithium Counter Displays
Duracell is using this counter display to help retailers drive sales in the rapidly expanding high power specialty battery category. The display helps consumers select batteries for digital cameras, MP3 players, and other new products that require high power batteries.
The display is designed to convey a high-tech, high power look. It prominently features the Duracell logo, both on the header and the sides of the display.
The unit holds 30 packages that retail for $10-$12 each, making it an excellent profit center for retailers.
In addition to its use on counter, the display is also engineered to be wall-mounted, providing retailers with great flexibility.
This display was created for Duracell by New Dimensions Research Corp., a Melville, NY-based p.o.p. display firm.
Kenwood's FreeTalk Display Holds Demo Units
Kenwood is using this FreeTalk display, which carries a lot of impact in a small footprint.
Not only does the display provide all the information needed, it also holds two demo units which encourage the consumer to become physically involved with the product.
The Kenwood FreeTalk Display was created by Santa Cruz Industries, a Santa Cruz, CA-based p.o.p. display firm.
United American Video Features Futuristic Display
United American Video Corp., Fort Mill, SC, is using this display to gain attention for its budget priced DVD’s in the mass marketplace.
The unique circular shape of the display and the high impact graphic convey a ‘high-tech’ futuristic look.
The 48-count prepacked display occupies a small footprint in the store (23” long x 15” wide x 59” high.) The display contains a large assortment of product, with 12 different DVD titles always visible to the consumer.
This display was created for United American Video Corp. by Smurfit Stone Display Group, a point-of-purchase display firm, headquartered in Richmond, VA.
Minolta’s Counter Display Helps Educate Consumers
Minolta wanted a small counter top display for placement in CVS drugstores. The display was required to be upscale, modern looking, attention grabbing and act as a silent sales person.
The small footprint, multi-level design allows Minolta to merchandise several different products, and the slide in info card on each shelf helps to educate the consumer leading them to a buying decision without the help of store personnel.
The display was created for Minolta by Lingo Manufacturing Company, a Florence, KY-based p.o.p. display firm.
Samsung Display Promotes New Satellite TV Receiver
This new display, created for Samsung, surrounds its new Satellite TV receiver with a glowing blue light to attract attention.
The display is designed to sit on the top of large screen TVs and has adjustable legs.
The display was produced for Samsung by Artistic Promotions Inc./Dan Lipman Associates, Inc., a point-of-purchase display manufacturer located in Locust Valley, NY.
Oregon Scientific Displays Sports & Fitness Products
Oregon Scientific Inc., Portland,, OR, has formed a new Sports and Fitness product division to market such products as Altimeter Watches, Heart Rate Monitors, Pedometers,, Compass Watches and Stopwatches. The products are targeted to all levels of fitness enthusiasts, from the most serious athletes to the leisure walker.
Oregon Scientific is using an array of counter displays and floor merchandisers to attract attention to and demonstrate the products.
Coca-Cola Joins With SONICblue To Produce Co-Branded Audio Players
Coca-Cola has signed an agreement with electronics company SONICblue Inc. for the design and sale of digital audio players in the United States. The audio players will be co-branded with the Coca-Cola trademark and SONICblue’s Rio brand.
The agreement with SONICblue will put the Coca-Cola name on the type of technology used by teenagers, a key soft drink demographic. SONICblue will use the products to open new distribution channels such as mass merchandisers.
DreamWorks’ Promotional Partners Tie Into “Spirit: Stallion of the Cimarron”
DreamWorks Consumer Products has retained Burger King Corp., Baskin-Robbins, Ralphs, Hewlett Packard, M&M and Veryfine as promotional partners in support of its animated feature film, “Spirit: Stallion of the Cimarron,” coming to theaters May, 2002. The Spirit: Stallion of the Cimarron promotional campaign will prominently feature Spirit in over 25,000 retail locations nationwide.
Burger King restaurants will offer a kids meal program featuring four Spirit: Stallion of the Cimarron collectible premiums at over 8,000 locations. Baskin-Robbins will showcase innovative Spirit-themed products including two new ice cream flavors of the month, supported with extensive in-store signage. Veryfine will kick off its eight-week promotion by wrapping over 50 million of its bottles with a dedicated panel on the label featuring a Spirit: Stallion of the Cimarron Sweepstakes in addition to distributing limited edition Spirit: Stallion of the Cimarron collector bottles in thousands of stores nationwide. An on-line sweepstakes gives consumers a chance to win a family vacation to the Grand Canyon.
Anne Globe, DreamWorks Consumer Products Marketing and Promotions Manager, said, “Spirit: Stallion of the Cimarron's brilliant color palette, dynamic characters, and exciting action-adventure storyline will be used to bring the movie to life beyond the theater experience.”
Seattle’s Best Coffee Cafes Open In Borders
Seattle’s Best Coffee, LLC has opened Seattle’s Best Coffee cafes in three Borders Books And Music Stores in Atlanta, GA. Borders and Seattle’s Best Coffee will cooperate in cross-marketing and joint promotions.
“We are pleased to begin developing Seattle’s Best Coffee cafes in Borders stores,” said Steve Schickler, President of Seattle Coffee Co. “It’s an ideal move to associate our top quality coffee with a leading global retailer of books, music and video.”
“This is a strategic alliance for Borders and Seattle’s Best Coffee in that we both are committed to creating an experience that will add value in our stores and ultimately to our customers,” said Steve Davis, Sr. V.P., Borders Store Operations.
Toy Industry Projects 6% Increase
In spite of major obstacles, traditional toy sales increased 1.7% in 2001, according to the Toy Industry Association (TIA). Retail sales reached $25.0 billion compared to $24.6 billion in 2000. The TIA predicts that the traditional U.S. toy market will grow by 6% this year.
Action Figures & Accessories represent the largest category increase, catapulting upward by 36.2%. Following the events of 9/11, children mirrored the nation’s interest in rescue workers by playing with such toys as Hasbro's GI Joe and Mattel’s Max Steel. Behind the strong leading toys in 2001 were powerful licensed properties, with four new titles among the top licensors, including Harry Potter, Bob The Builder, Monsters Inc. from Disney and Universal’s Jurassic Park. There was a 22% increase in Building & Construction toys. The most dominant new arrival in 2001 was LEGO’s Bionicle line. Infant and Preschool toys increased by 12.6% in 2001. Dolls & Accessories were another strong category, up 8%.
Z-Cardz Trading Cards Hit Specialty Retail Stores
California Creations has introduced Z-Cardz plastic trading cards featuring punch out pieces that, when put together, become small models. Cards currently feature airplanes, dinosaurs and motorcycles. Each micro-construction can be taken apart, and rebuilt again.
Gateway CyberSpot Kiosks Connect Fans
Olympic athletes in Salt Lake City for the 2002 Olympic Winter Games were able to keep in touch with fans, family and friends via video e-mails at Gateway CyberSpot kiosks located in Gateway stores nationwide.
The Gateway CyberSpots allowed anyone to record a video message and email it to an individual Olympian or an entire team, free of charge.
In each store, a listing of U.S. Olympic athletes was posted, with local athletes highlighted. Gateway representatives were on hand at all kiosks to help if needed.
McDonald’s & Toys “R” Announce Partnership
McDonald’s and Toys “R” Us have joined forces for their first Happy Meal partnership, showcasing eight mini plush toys. In selected Happy Meals, consumers also will receive more than $100 worth of Toys “R” Us coupons in the official Toys “R” Us Mini Big Toy Book available at McDonald’s for a limited time.
Karlin Linhart, Sr. Director, Youth Marketing at McDonald’s, said, “We’re thrilled to offer our youngest customers miniature plush versions of the incredibly popular Animal Alley characters, and parents will appreciate the savings from the coupon booklet.”
“We see the Toys “R” Us and McDonald’s partnership as a marriage between two great brands for kids and families,” said Warren Kornblum, Exec., V.P., Worldwide Marketing at Toys “R” Us. “The Animal Alley Happy Meal Promotion provides us with a great opportunity to get one of our key brands into the hands of millions of kids nationwide.”
McDonald’s Salutes 100 Years Of Disney
McDonald’s restaurants nationwide saluted the Walt Disney World “100 Years of Disney Magic” celebration with a promotion including a parade of 100 Disney character Happy Meal toys and a set of four special edition commemorative glasses. The promotion brought the nostalgic feel of 100 years of Walt Disney World memories to customers through a collection of historical Happy Meal toys, carry-out bags and in-restaurant décor and p.o.p. materials.
“We are delighted to bring the creation and imagination of a century of shared Disney memories into our restaurants and customers’ homes,” said Peter Sterling, V.P., McDonald's U.S. Marketing. “We are proud of our Disney/McDonald's alliance and salute this grand celebration of Walt Disney’s life.”
Dannon And Artisan Team For Promotion
Artisan Home Entertainment and Danone Waters of North America (DWNA) have partnered for a promotion coinciding with the release of “Get Fit Fast: ABS,” the latest Denise Austin fitness title.
The campaign enables consumers to receive an exclusive Denise Austin exercise video through a special mail-in offer. Eye-catching p.o.p displays, including case cards and shelf talkers offer details of the promotion.
Hosea Belcher, Sr. Vice President, Marketing, Artisan Home Entertainment, said, “The promotion will generate significant awareness on the video line within the supermarket arena by enabling us to reach millions of consumers.”
Jean-Philippe, Director of Marketing at DWNA said, “Denise Austin has been a prominent health and fitness expert for over 20 years. Her long-standing of healthy living has impacted millions of women nationwide, all of whom are in our key demographic.
Oxford Innovations, Division of Tim-Bar Corporation, New Oxford, PA, will be showing this QuickBooks 2002 Arrow Floor Display which Showcases the entire product line-up on a single side of the display. This year’s design delivered an innovative look and feel that definitely told the customer there was something dramatically new from QuickBooks. Retailers have been enthusiastic in their buy-in and support of the display. To learn more about this display, contact David C. Benfield at POP Marketplace, Booth 7419; or call 717-624-3500.
Heritage Sign & Display, Inc., Nesquehoning, PA, will be showing this Bose Electro Luminescent Sign which demonstrates the product's advantages by comparing the Bose Direct/Reflected speaker system to conventional speakers and live sound. This unit includes a versatile hanging system allowing it to be placed on a wall or a horizontal surface. A small footprint, combined with electro-luminescent graphics provides a high impression rate without monopolizing valuable retail space. To learn more about this display, contact Jason Amodea at POP Marketplace, Booth 8619, or call 570-645-8701.
Rapid Displays, Chicago, IL, will be showing this Motorola/Alltel Timeport 270C Motion Display which can serve as an in-store educational medium raising awareness and sales of the new Motorola 270C phone and Alltel wireless service. Batteries are included with the display when shipped which make the display last two months to meet the anticipated life of the promotion. A portion of the display uses Fome Cor which incorporates two varnishes and die-embossing to achieve a three-dimensional effect. To learn more about this display, contact Brian McCormick at POP Marketplace Booth 7814; or call 800-356-5775.
DURACELL EASY TAB COUNTER DISPLAYS. The consumer for this product has problems hearing and in many cases with vision as well. The display faced those challenges with bold graphics, aids for the visual-impaired and product demonstration graphics all melded into one on-counter display. The unit sets up in minutes and makes efficient use of prime counterspace, merchandising hundreds of dollars of product in a small footprint. Created by New Dimensions Research Corp., 260 Spagnoli Road, Melville, NY 11747.
DISPLAY PROGRAM FOR XBOX VIDEO GAME SYSTEM. These displays are spearheading Microsoft’s initial effort into the video game industry. Microsoft had to first develop a game system (the console), then software (the games). They then commissioned an interactive display program for retailers to showcase the new system, for in-store trial. Xbox has experienced dramatic sales increases and enthusiastic consumer acceptance of this display program. Created by Design Phase, Inc., 2840 Maria Avenue, Northbrook, Illinois 60062.
NEXTEL DISPLAY PROGRAM. These displays are custom designed with asymmetrical curves in the clear-finished plywood. Injection molded plastic pieces are engineered to be unique to this display as are laser-cut Nextel Logos. The program has 5 different components designed to make it easy for any cell phone retailer to use the attractive display. Created by Santa Cruz Industries, P.O. Box 37, Santa Cruz, CA 95063.
EIFFEL TOWER FLOOR DISPLAY. The display is a clear and recognizable representation of France’s Eiffel Tower and provides a unique and effective marketing vehicle for a new line of European travel books. Shoppable from four sides, book titles are visible having full front cover exposure due to clear plastic strips holding the books in the trays. Created by Oxford Innovations, Division of Tim-Bar Corporation, 201 South College Avenue, P.O. Box 189, New Oxford, PA 17350-0189.
BARNEY/HIT CANTILEVERED DISPLAY. This display design is a new way for Hit to promote its popular Barney video series. It features a cantilevered shelf design that adds both dimensionality and interest to the display. It features a “larger than life” sized Barney standee. The unit ships to stores prepacked and is assembled in minutes on the selling floor. Created by Taurus Display Corporation, 1111 Union Avenue, Cherry Hill, NJ 08002.
Tommy Boy Records Corrugated Floor Display
This corrugated floor display was custom printed for CD’s, DVD’s and Audio Cassettes. The base is printed 1 color K.O. with gloss varnish; tray 1 color with gloss varnish and the header 4-color with gloss varnish. The display is used as an “instant promotion” vehicle as the base is printed with generic brand I.D., a record label, while the header can be created within five working days for truly “instant” promotions. This display was used to promote the release of a new CD by the successful group “De La Soul.” The results were an increased awareness of the group’s newest release. The Tommy Boy Records Corrugated Floor Display was created by Alpak Manufacturing Corporation, 181 Boyd St., P. O. Box 339, Montgomery, NY 12549.
London Drugs Battery Centre
London Drugs is a Canadian drug chain that offers almost the same product mix as some mass merchandisers. The Centre is an elaborate display including lighting in the valance to create a dramatic retail presence. The display is the first time that high impulse battery items have been merchandised at the London Drugs' front end in a permanent, out-of-category secondary location. The display ships completely assembled and sets up in just 20 minutes. The London Drugs Battery Centre was created by New Dimensions Research Corp., 260 Spagnoli Road, Melville, NY 11747.
Red Cell Battery Display
The Battery Display for Red Cell features fire engine red graphics packing a powerful punch. It includes changeable information channels on three sides as well as the header. The wire and metal unit features an extend scanner bar that identifies product size and price. It rotates on its base and also contains hidden wheels. The Red Cell Battery Display was created by Display Creations, Inc., 1970 Industrial Park Road, Brooklyn, NY 11207.
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