Toy "R" Us

Client: Fisher-Price, East Aurora, NY
Distribution: Retailers including Toys "R" Us, Target, Kohl's, Kmart and Wal-Mart
Number of Displays: 2000+
Date of Introduction: April 2004
Producers: Eric Mower & Associates, Buffalo, NY (design); various printers
Comments: This display and accompanying guidebook were used to create a consistent brand message across all Fisher-Price retail partners.

Client: LEGO Systems Inc., Enfield, Conn.
Distribution: Toys "R" Us stores
Introduction: January 2005
Size of run: More than 500
Producers: Frank Mayer & Associates Inc., Grafton, Wis. (endcap topper); Rand Display International, Teaneck, N.J. (power wings)
Comments: At the heart of LEGO's new in-store program are illuminated cases that contain models made from new product lines. The cases will be updated to support new product launches this spring.

Client: Lego Systems, Enfield, CT
Product(s) Promoted: Lego models
Distribution: Toys "R" Us
Number of Stores: 500
Production Run Quantity: 500
Introduction: December 2006
Intended Duration: Three years
Dimensions (H x W x D): 18" x 48" x 15"
Weight: 8 lbs.
Budget Category (U.S.): $301 - $350
Producer: Rand Diversified Inc., Teaneck, NJ

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Design of the Times 2007 Contest Declaration

What were the marketing objectives for this entry?

Client: LEGO Systems Inc., Enfield, Conn.
Distribution: Toys "R" Us stores
Introduction: January 2005
Size of run: More than 500
Producer: Rand Display International, Teaneck, N.J.
Comments: At the heart of LEGO's new in-store program are illuminated cases that contain models made from new product lines. The cases will be updated to support new product launches this spring.

Retailer: Albertsons
Location: Denver

Client: Nintendo of America, Redmond, WA
Introduction: November 26, 2004
Size of Run: 10,630
Dimensions (H x W x D): 18" x 8" x 8"
Weight: 8 lb.
Producer: Cormark, Des Plaines, Ill.
Comments: The in-line displays for Nintendo's DS system install with brackets that were customized for specific retailers, including Wal-Mart, Target, Toys "R" Us, Best Buy and Circuit City. Shown here is the Dual In-Line Interactive Display.

Client: Hasbro, East Longmeadow, CT
Dimensions (H x W x D): 48" x 40" x 48"
Weight: 120 pounds
Producer: TimBar Packaging & Display, New Oxford, PA

Specialized retailers look for interactive displays so they can continue to compete with mass merchants.

Client: Duracell, Boston, MA
Introduction: February 1, 2004
Size of Run: 690
Distribution: Toys "R" Us stores
Dimensions (H x W x D): 60" x 147" x 20.75"
Weight: 222 lb.
Producer: New Dimensions Research Corp., Melville, NY