Fisher-Price Launches No-Hassle LCD Displays

East Aurora, NY -- Experimenting with the novel idea of P-O-P technology that doesn't burden the retailer, Fisher-Price is rolling out a display this month to promote three of its new learning toys. It features a 7-inch LCD screen with membrane touch technology that activates 30-second commercials for each product. Battery power allows this display to operate from any area of the store, freeing retail staff from dangling cords and restrictive placement. "We want to be the innovators in the aisle for P-O-P displays," says Jeni Burford, visual merchandising manager for Fisher-Price. "This is one of the first P-O-P displays that actually can run video clips from a battery. That's our challenge -- retailers don't typically have powered aisles because it's cost-prohibitive. We know the power of TV commercials and the power of video, so we did extensive research to determine how to create P-O-P with video capability that could run on a battery." Burford says, "Our commercials put our best foot forward in terms of conveying all the features and benefits of the toy in a short time. We know that our TV commercials are very effective in driving awareness and purchase interest, so we thought we'd try putting TV in-aisle in the P-O-P display." The display features three products aimed at kids ages 3 to 7: Learn Through Music Plus, an early learning system that helps teach through music; InteracTV. a DVD-based learning system that allows children to interact with characters from popular TV shows; and a new product resulting from a partnership between Fisher-Price and Scholastic Inc. called Read With Me DVD, a DVD-based system with interactive content that develops story comprehension and vocabulary. The three toys were grouped into one display to conserve space. "With retailers, space is king," says Burford. "We have to make sure that what we do doesn't take up a lot of space but still gets our message across. This learning kiosk is flexible enough to accommodate up to five pods. You press the button on any of these pods and there's a membrane switch that clicks on a 7-inch LCD screen with flash memory and it plays a 30-second clip of our marketing message." Because it incorporates video clips and is placed on lower shelves at a kid's eye-level, the display appeals directly to children. "Moms have to bend down to watch it with their kids, but we have found that with P-O-P displays in the learning aisle, mom will watch the child playing with the toy to see if they like it," says Burford.The 24-inch-wide by 14-inch-deep by 14.5-inch-tall, metal and molded plastic display can feature up to five products, allowing Fisher-Price to switch products easily without having to add additional P-O-P in-store. Field staff can change the video clips by inserting a new flash memory chip into the display. The unit's battery needs to be recharged every three months; batteries are checked regularly by Fisher-Price's retail service personnel. The display is also unique in that it features a battery life indicator on top of the unit that is green when fully charged, yellow when power runs low and red when the battery needs recharging.Fisher-Price's display is part of a larger marketing campaign for its learning toys, which will include TV advertising, public relations and in-store events. Roughly 5,000 isplays are rolling out to stores nationwide and will be featured in mass merchants such as Target and Wal-Mart. Designed for ease-of-use, the display is set up by store personnel, who ensure the battery is connected to the unit and mount the display on the shelf, setting up the products around the display. While it's meant for the fall 2005 season, Fisher-Price hopes the display will become a year-round fixture. "We've never done anything like this before, so we're excited and hope that it's a good avenue to pursue," says Burford. "This represents a significant investment, so we hope to keep it on shelves year-round so we can update it rather than build something new." While the display's success will ultimately be measured by sales of the three featured products, so far, retailers are responding positively."Retailers love the idea. This display educates and gives the consumer a little bit of fun," says Burford. "We know parents are concerned about teaching their child in a fun way. With this display, we're trying to educate mom that these toys are easy to use and something kids will enjoy."

Fisher-Price Launches No-Hassle LCD Displays

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