Walmart

Phoenix Display, a Company of International Paper
Lego Systems
Comments: The goal was to generate awareness at the front end of 2,500 Wal-Mart stores. Made of corrugated and litho, this standee boldly displays product and the Lego logo, generating heavy awareness during the promotion. On the first day of the event, Lego sales were up 57% in Wal-Mart stores. The following day, sales were up 35%. The displays were placed in every store that ordered them.

Client: Top Flight, Chattanooga, Tenn.
Product Promoted: School binders
Objective: To gain consumer support for Top Flight's NASCAR back-to-school binders.
Introduction: June 1998
Producer: U.S. Display Group Inc., Tullahoma, TN

Product: Lego toys
Number of displays: 2,500
P-O-P company: Promo Edge, Neenah, Wis.
Distribution: Wal-Mart stores and other mass merchants
Introduction: September 1998
Duration: Temporary
Construction: Polystyrene blades, vinyl shelf talkers and danglers, plastic shelf strips with paper inserts
Temporary signage and floor graphics define the Lego area while reinforcing brand identity and helping consumers locate age-appropriate toys.

Retail chain: Wal-Mart Stores Inc.
Marketer: Sharp International
P-O-P company: New Dimensions Research Corp., Melville, N.Y.
Purpose of display: As part of a tri-vendor program, this countertop display was made exclusively for Wal-Mart to showcase three different watch brands.

Retail chain: Wal-Mart Stores Inc.
Marketer: Rexall Sundown
P-O-P company: Henschel-Steinau Inc., Englewood, N.J.
Purpose of display: This four-sided, spinner floor display was designed to educate consumers about Wal-Mart's extensive selection of vitamin supplements and direct them to the pharmacy section of the store.

Retail chain: Wal-Mart Stores Inc.
Marketer: GT Interactive Software
P-O-P company: Inland Consumer Packaging and Displays, Indianapolis
Purpose of display: This pallet display was specially-designed to obtain better placement for GT Interactive's CD-ROM games in Wal-Mart stores.

Client: Duracell USA, Bethel, Conn.
Distribution: Wal-Mart stores
Size of Run: 3,300
Producer: Phoenix Display, West Deptford, N.J.
Division: Temporary, Film and Batteries
Objectives: To tie in to the release of the Godzilla blockbuster movie with special promotional offers. To gain valuable floorspace with a pre-pack merchandiser for batteries during the highly profitable fourth quarter.