Display Puts a Spin on Disney Interactive's Titles

To introduce its first spinner display, Disney Interactive relied on some familiar faces to attract consumers. The colorful display's header shows some classic characters -- Mickey and Minnie Mouse, Donald Duck, Goofy and Pluto -- standing on top of a large compact disk. The corrugated floor display holds 24 of Disney Interactive's CD-ROM titles for children and 24 mouse pads.Four copies each of six titles are included in six display trays. "The Lion King," "Pocahontas," and "Winnie the Pooh and the Honey Tree," designed for children between the ages of three and nine, are the three animated storybook titles included in the display. The two activity center titles in the group are "The Lion King" and "Aladdin." They are Disney "edutainment" (both entertaining and educational) titles designed for children ages five and older. Rounding out the group is an entertainment title aimed at older children -- "Gamebreak! Timon and Pumbaa's Jungle Games."Disney mousepads with graphics that match the header are included in the other two display trays. "Our promotion is a free mouse pad with each purchase," says Ken Guy, marketing manager in the edutainment group for Glendale, Calif.-based Disney Interactive. "The premium is packed right in the display for instant gratification."The spinner floor display, produced by The Dyment Co., Erlanger, Ky., is a compact 18 inches wide by 60 inches high by 18 inches deep. Its base and trays are corrugated and printed one color. Litho-laminated die-cut characters, including Timon and Winnie the Pooh, are attached via tabs into the base. The combination header is made of .018 SBS and 30-pound silver foil."We created this one from a new design," says Guy. "It's really designed to be an efficient use of space in-store. And it can be shopped from all 4 sides -- that's the spin."Beginning in February, distribution of 2,500 displays to computer software superstores, computer software specialty stores and mass merchants began. The trays are prepacked, and the minimal assembly required by the retailer includes assembling the base and attaching the trays, header and base characters.Since the display is laminated, Guy predicts that it will hold up longer than the estimated six to eight weeks. "We'd like to think it will last forever," he says.

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