Entertainment Tie-ins / Licensing

Client: Oral-B Laboratories, Belmont, Calif.
Products Promoted: Nickelodeon brushes and paste
Objective: To establish the Oral-B name in the toothpaste category.
Introduction: March 1998
Construction/Materials: Flexo preprint on corrugate and vacuum-formed plastic
P-O-P Company: Henschel-Steinau Inc., Englewood, N.J.

Client: Helene Curtis, Chicago
P-O-P Company: McLean Packaging Corp., Pennsauken, N.J.
Division: Temporary, Personal Hygiene, Diapers and Baby Care Items
Size of Run: 10,000
Objective: To introduce two new product lines and a new package design. The series had six different headers to accommodate the various products. The display had to be versatile enough to hold ten varieties of deodorant if required. There is an opening at the top of each sleeve so a consumer can easily return the product to the display if necessary.

Publisher/Distributor: Random House/Childrens Publishing Group, New York
Products Promoted: Assortment of mixed titles and formats of the Dr. Seuss books license
Objective: To increase sales of the book line while celebrating the "Cat in the Hat"'s 40th birthday year. It creates an in-store celebration and anchors it by supporting events and promotional activity.
Distribution: Supermarkets, mass merchants, bookstores
Number of Displays: 3,800

Product: Deodorant, after shave and shaving products
Client: Gillette
Producer: Jaffe Artigos for Propaganda Ltd., Brazil

Client: Universal Pictures, Universal City, Calif.
Product Promoted: "The Lost World: Jurassic Park" movie
Marketing Objective: The graphics were used on floors in movie theater entrances and snack bars to promote the movie.
Producer: Trenmark, La Mirada, Calif.
Distribution: Movie theaters
Quantity: 2,600
Materials/Process: 3M floor graphics -- screen printed
Introduction: May 1997

Client: Toys "R" Us, Paramus, N.J.
P-O-P Company: RTC Industries Inc., Rolling Meadows, Ill.
Division: Permanent, Specialty Retailers/Others

Product: Toothbrushes and toothpaste
Number of displays: 30,000
P-O-P company: Henschel-Steinau Inc., Englewood, N.J.
Distribution: Mass merchants and supermarkets
Introduction: June 1997
Duration: Temporary
Construction: Corrugated
Oral-B's new Nickelodeon-themed display combines the company's toothbrushes and toothpaste for the first time. It has fold-down wings that require no assembly by the retailer.

Marketer: General Mills, Minneapolis
Objective: To effectively introduce this new product, General Mills executives believed the packaging had to stand out from other products on the shelf. The graphics were accentuated by the Composipac process, developed by Graphic Packaging Corp. In addition, boxes contained a voice-activated chip that allowed consumers to win prizes.
Introduced: May 1997
Producer: Graphic Packaging Corp., Wayne, Pa.

Client: Buena Vista Home Video
Producer: Phoenix West Display & Packaging, Sherman Oaks, Calif.
Category: Paperboard (Corrugated/Chipboard/Foamboard) - Media - CDs/Video Games/Print/Videos/Software/Movies
Intended Length of Use: 6 weeks
Production Run: 40,000