Fisher-Price Introduces "Grow to Pro" Hoop Displays

Fisher-Price scored a slam dunk this spring when it introduced a permanent display for its "Grow To Pro" children's basketball hoop. The goal was to provide initial promotional support for a major Toys "R" Us campaign and then provide a permanent display piece that fit into the regular in-line racking.The large toy retailer created a special promotion with Fisher-Price in the spring that combined many of the East Aurora, N.Y.-based toymaker's key products, explains Robert Wainberg, manager of corporate promotions. "This 'shop within a shop' was a big effort for us," he says. "It drew a lot of attention during a key promotional period, and we wanted to be sure this new product had a strong presence."The display's key design goal was to illustrate the basketball hoop's ability to "grow" with the child via a back support that can be raised from 3 feet to 6 feet. "The item has such potential for us that we wanted to give it a strong promotional push now and also give it a permanent home," he explains. "We wanted to amortize our display dollars for the piece over the entire year and create something that would be both promotional and permanent."The display, designed by the company's in-house designers, was engineered and produced by Henschel-Steinau Inc., Englewood, N.J. It consists of a styrene backwall screen printed on two sides with different images. The backwall fits beneath the hoop on a sample unit and over the stand at its base. The display's front features a four-color litho label showing the product being stored away easily, plus two die-cut "popout" pieces that add a dimensional look.During the promotion, several couponing programs were conducted to spotlight the product, including an in-store program by Toys "R" Us. That combination resulted in a "terrific" introduction for the product, Wainberg says. "There's no question in my mind that the P-O-P helped the consumers understand the product quickly and allowed the retailer to give the product a much more prominent spot in the promotion."The company is now looking to expand the use of the display to other retailers.

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