Week of June 28, 1999
The Merchandising Force For Star Wars On Display
The merchandising effort for the blockbuster film "Star Wars" is being supported by a powerful in-store presence. Over 100 individual in-store elements were specially developed to recreate the excitement of the film.
The in-store program, known as ‘Destination Star Wars’ was a successful collaboration of toy maker Hasbro, movie-maker LucasFilm, Key retailers, and RTC Industries, a Chicago-headquartered point-of-purchase display firm. It was coordinated through RTC’s Team Star Wars at its Chicago Headquarters.
RTC Program Manager for Star Wars, Adam Gold, said: "Management of the Destination Star Wars program was a major undertaking which involved distribution. It was critical to time deliveries to the stores for the film’s opening, but not too early as to give the game away. Key to its success was the close co-operation and partnership we have with all the parties, LucasFilm, Hasbro and retailers like Toys R US".
Elements produced for stores include the Naboo fighter, a striking 6 foot replica of the attack fighter. Production of the Naboo fighters took on almost Boeing like proportions with 4,000 battleships assembled.
Other items include model Federation Fighters, banner graphics and 12,500 interactive displays which allow consumers to bring the action figures to life.
RTC’s worldwide capability enabled it to deliver program components to over 12,000 stores in 20 countries around the world, including the United Kingdom, Japan and Mexico.
Nintendo Introduces New Pokemon Games
Nintendo of America has introduced Pokemon Pinball for Game Boy Color. The first Nintendo game to have the rumble feature built into the Game Boy cartridge, Pokemon Pinball lets players shake up the action as they knock the Poke Ball around a screen teeming with Pokemon characters. Pokemon lovers will also get a chance to travel to the exotic Pokemon Island in a new 3-D adventure called Pokemon Snap, the first Pokemon title for the N64, launching in July.
Supplied with their own cameras, players will be charged with the task of photographing as many Pokemon as possible. This unique title crosses the boundary of all genres to offer a completely new and different type of game. This September, "Nintendo will introduce a new version of the best-selling Game Boy" title, Pokemon Yellow. The game play is similar to the Red and Blue versions, but in Yellow, Pikachu has a starring role along with characters from the TV show.
Players will also be able to print out their list of captured Pokemon using the Game Boy Printer. For a true Pokemon Trainer experience, fans will turn to Pokemon Stadium for the Nintendo 64. Players will be able to battle it out in full 3-D with all 150 Pokemon.
Yoo-Hoo Introduces 'Lite' Version Of Popular Chocolate Drink
Yoo-hoo Chocolate Beverage Corp. has introduced "Yoo-hoo Lite", which offers the same taste of regular Yoo-hoo with 50% fewer calories. "Yoo-hoo Lite" offers health conscious consumers a drink that can satisfy their chocolate cravings, said Kristin Krumpe, Director of Marketing for Yoo-hoo. Introducing "Yoo-hoo Lite" just seems to be a natural product extension. Similar to original "Yoo-hoo, Yoo-hoo Lite" contains a healthy dose of vitamins and minerals.
It is also 99% fat free, cholesterol free and 99% caffeine free. "Yoo-hoo Lite" is made with Sunett, a sweetener 200 times sweeter than sugar. It is now available in supermarkets and convenience stores nationwide.
Nickelodeon And Major League Baseball Forge Partnership For Rugrats Consumer Products Program
Nickelodeon will partner with Major League Baseball to create a joint merchandising and promotional campaign based on Rugrats. The product line, which integrates the program's characters with Major League Baseball's clubs, launches at mass market in spring 2000.
"Nickelodeon has tremendous brand equity with kids and Major League Baseball understands that children are critical to the future of baseball," said Tim Brosnan, Major League Baseball Properties Senior Vice President. "Our partnership with Nickelodeon is part of an overall marketing campaign to engage younger fans in baseball."
In addition, Nickelodeon and Nickelodeon GAS, Nickelodeon's new digital Games and Sports network, will have wide-ranging access to Major League Baseball games and activities. Included in the deal is access to players through cooperation of the Major League Baseball Players Association and game footage for ongoing production of interstitials.
Nickelodeon and Major League Baseball will also introduce the Rugrats consumer products line, which includes apparel and accessories, at retail in spring 2000.
Flair Communications Names M. Holzman, Director Of Digital Production
Flair Communications has promoted Matt Holzman to Director of Digital Production. One of his major responsibilities in the upcoming months, will be overseeing the digital production aspects of Flair's new 4-story multi-million dollar Artistry and Technological Network Center. The 40,000 square foot Center, scheduled for completion in late 2000, will house state-of-the-art equipment and enable Flair to build and expand on its current capabilities. Holzman has been with Flair since 1985, when he started as a Production Artist.
Draft's The Agency @ MCA Names S. O'Shea Managing Director
DraftWorldwide has appointed Stephen O'Shea to Managing Directorof its office in Westport, CT, The Agency @ MCA. In a related operational announcement, The Agency @ MCA will be aligned with Draft's New York office, with O'Shea reporting to NY Office President David Florence. In his new role, O'Shea will help build Draft New York's sales promotion, in-store communications and other marketing services capabilities. O'Shea joined The Agency @ MCA in 1997 as Executive Vice President, responsible for directing the office's work for clients ABC Television, The Coca-Cola Company and RJ Reynolds Company.
Domino's Pizza Names R. Fulmer Snr. VP Of Brand Management
Domino's Pizza has named Robert Fulmer to the newly-created position of Senior Vice President of Brand Management, a department that combines the Company's national and local marketing functions. Fulmer will oversee national branding strategy, advertising, market research and relationship marketing initiatives in addition to field marketing. He will report to Cheryl Bachelder, Executive Vice President of Marketing and Product Development. Fulmer most recently served as Vice President of Field Marketing for Domino's.
M. Matheny Promoted To Executive VP, International For Warner Bros. Consumer Products
Mark Matheny has been promoted to Executive Vice President, International Licensing and Studio Stores Franchise Operations, Warner Bros. Consumer Products. Under the new organizational structure, Matheny's responsibilities have been broadened to include overseeing Worldwide Publishing, Kids' WB! Music and Interactive Entertainment. Matheny continues to oversee the international licensing business, as well as franchisee relations and new business development for the international Warner Bros. "Studio Stores. He has been with Warner Bros. Consumer Products" since 1989.
Royal Promotion Group Opens West Coast Office
The Royal Promotion Group, a full service point-of-purchase display agency, is opening a west coast office in Menlo Park, CA, in a move to strengthen its growing domestic business as well as elevate the level of service it provides to its west coast clients. Kari Waters, a Senior Account Executive, will relocate from the New York City headquarters to service the Company's existing and future accounts in Northern and Southern California and other western states.
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