LEGO Transforms TRU Toy Aisle With Real Toy Models

Enfield, Conn. -- A common marketing tactic in the toy category is to roll out demonstration displays that let kids see how a toy works. That's what LEGO Systems Inc. did for its new in-store merchandising plan, which outfits 36 feet of space in each of 514 participating Toys "R" Us stores starting last fall. Millions of LEGO components were used to assemble examples of the company's new product introductions: Knights Kingdom, Alpha Team, Star Wars, Make-N-Create and Dora. The models were then placed in illuminated cases for retail display."We created the model cases to help consumers understand our product line because everything we do is three-dimensional," says Dale Chasse, model shop department manager within LEGO's marketing communications department. There is no difference between the pieces used to build the models and those that consumers will find in a product box.Because some people in the company expressed concern about displacing product with the model cases, LEGO conducted a five-store test in April in Arizona. "Everyone was very excited after that, because we had some really strong double-digit sales increases," Chasse says. "We knew then that putting model cases in was the right thing to do." The program is expected to remain in stores for two years.To build models for five cases per store, Chasse says LEGO's model shop team used 3,813,366 pieces and worked for approximately 17,000 hours. "These models are built the same way our consumers build them -- we stack 'em one at a time, one on top of the other," he says. "We don't have a machine that does this work." For additional integrity, the team glued the pieces together and inserted metal rod supports."The logistics behind a project like this were very challenging," Chasse adds. LEGO shipped its assembled models to Rand Display International, Teaneck, N.J., which manufactured the injection-molded cases. Rand inserted the models and graphics into the cases, and its sister company, Rand Direct, then handled fulfillment. TRU personnel installed the units. Chasse says store employees simply had to lift the case out of a carton, secure it to the panel with a hardware bracket, plug it in and turn it on. "The time-consuming work had been done already."Frank Mayer & Associates Inc., Grafton, Wis., produced the endcap topper, which features injection-molded LEGO characters and a large LEGO block with logo. The topper, 3 feet wide, 4 feet tall and 18 inches deep, was created so consumers can see the LEGO section from a distance. It signals the entrance to the LEGO and toy construction section.The endcap also features the first model case, a 3-foot-wide, 18-inch-tall, 16-inch-deep unit. Starting this month, it will house six new Bionicle characters. Above and below the case are all of the boxed products that correspond to the line. On either side of the endcap are vacuum-formed power wings (also produced by Rand Display) that have both pegwall and shelves. Beyond the power wings and down the aisle are four more sections -- and so four more model cases -- designated for the other product lines. New products will be inserted into the cases as they are introduced.The exterior of each case is generically branded with LEGO logos and 3-D "studs" that resemble those on LEGO blocks. On the upper right-hand corner of the case is a button that triggers battery-operated audio explaining the toy's storyline. The interior graphics will be removed and replaced when LEGO wants to update, which Chasse predicts will happen a couple of times a year.

LEGO Transforms TRU Toy Aisle With Real Toy Models

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