Kid's Video Market Gets Colorful with Hallmark, Crayola Logos

Two well-known names in family fun -- Hallmark Home Entertainment Inc., Los Angeles, and Binney & Smith Inc., Easton, Pa., makers of Crayola brand products -- joined together to create and market two original children's sell-through home video series in September.Available in a 60- or 120-count display, with or without power wings packed with Crayola crayons, are Crayola Kids Adventures, a line of live-action films based on great adventure stories targeted to children ages six and up, and Crayola Presents Animated Tales films for children ages two and up. The new releases, targeted for the holiday gift-buying season, include three stories under each of the two labels.The corrugated display for the collectible clamshell video packages features Crayola's logo, brand colors and distinguishable green chevron prominently on its header, to "create an instant brand awareness that mothers will trust and kids will request," says Cathy Spindle, vice president of marketing for Hallmark Home Entertainment, distributor of the two labels."It is essential in the home video marketplace to have strong brand identification, since today's busy consumers have no time to assess the quality of each video title," says Spindle.The joint venture between the two companies represents Binney & Smith's first appearance in the kid's video marketplace. "Crayola is a great brand and Hallmark has a fabulous name in entertainment; the coupling of our companies' strongest points makes a solid statement in the family-oriented, home video marketplace," Spindle says. "In addition, both companies feel strongly about offering quality educational tools, such as the natural stepping stone to classic literature provided by our new videos."The versatile, adaptable display for the two distinct video lines "offers retailers the ability and freedom to bring in both lines, each in its own display, or to mix the two lines in a single display," Spindle says.The display measures 29 inches wide by 66 inches high by 15 inches deep. For either configuration, two power wings -- each containing 96 boxes of Crayola crayons - are available to help retailers create an additional profit center.To announce the label or labels being merchandised on the displays and the cross promotions included in each clamshell, retailers attach four-color, corrugated lug-ons on each side of the header.Ten thousand refillable displays, intended to last about three months, are being placed in mass merchants, supermarkets, drugstores and video store chains nationwide. The units were designed and manufactured by Chesapeake Display and Packaging Co., Winston Salem, N.C. The printing process entailed both litho sheets and flexo printing. The units are free with a minimum buy and arrive at retail prepacked, with assembly instructions.Both video labels include a mail-in offer to purchase a life-size corrugated playhouse with line art of several classic characters that children can color. Both labels also include more than $65 of money-saving coupons that feature instantly redeemable savings on Crayola products and other nationally branded products.Other cross promotional tie-ins for the two lines include 140 million on-pack advertisements on Mott's juice boxes; 50 million on-pack advertisements for Crayola Kids Adventures on Banquet pot pie packaging; 42 million national newspaper inserts promoting Crayola videos and Banquet pot pies; and over five million fliers promoting the videos inserted into boxes of Crayola markers.

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