Toy, Hobby, & Games

Marketing program includes displays offering DC Comics magazines

Product: Hand-held electronic games
Number of displays: 66
P-O-P company: Creative Displayworks, Concord, Ontario
Distribution: Toys "R" Us stores in Canada
Duration: Permanent
Construction: Tubular and perforated metal
Display set-up: Retail staff
Hasbro's floorstand for Canadian Toys "R" Us stores holds 300 electronic games and allows consumers to play with them in-store.

Client: Klutz, Palo Alto, Calif.
Product Promoted: Books with toys
Objective: To increase brand awareness through broader P-O-P presence.
Introduction: March 1999
Number of Displays: 2,383
Construction/Materials: Injection-molded shelves; wire grids; laser-cut, screened hardboard; vinyl-covered particle board
P-O-P Company: Santa Cruz Industries, Santa Cruz, Calif.

Client: Party Pals LLC, Minneapolis
Product Promoted: Halloween masks
Objective: The nesting feature of the packages enabled retailers to display many masks for maximum merchandising appeal. The detailed face features helped consumers visualize costume ideas.
Introduction: March 1999
Number of Displays: 145,000
Construction/Materials: PVC, paperboard, S-hips
P-O-P Company: Brookdale Plastics Inc., Plymouth, Minn.

Toy marketers serve several masters and face difficult issues when addressing P-O-P, such as building relationships with retailers and negotiating retail display allowances.

Client: Legos Systems, Enfield, Conn.
Distribution: Supermarkets and drugstores
Size of Run: 3,000
Producer: Triangle Display Group, Philadelphia
Division: Temporary, Toys
Objectives: To gain access into new, underdeveloped market segments and non-traditional toy retailers. This display aimed at providing retailers with a dynamic aisle display to attract consumers' attention.

Client: Schwarz Worldwide for McDonald's Corp., Oak Brook, Ill.
Distribution: McDonald's restaurants
Size of Run: 11,700
Producer: Rapid Displays, Chicago
Division: Temporary, Services
Objectives: The kiosk was designed to promote McDonald's tie-in with the popular movie "Toy Story 2" and is intended to serve as the primary in-store communication element in an integrated marketing program tied to the holiday season.

Client: Mattel, El Segundo, Calif.
Product Promoted: Kid's puzzles
Objective: To provide secondary placement during the holiday season and effectively display the puzzles.
Introduction: November 1999
Number of Displays: 1,500
Construction/Materials: Three-color Lusterprint on bleached white corrugated
P-O-P Company: Taurus Display Corp., Cherry Hill, N.J.

Product: "Backyard Football" CD-ROM game for kids
Number of displays: 2,000
P-O-P company: Graphic Finishers of America, St. Louis
Distribution: Mass merchants, specialty software retailers, toy stores and supermarkets
Introduction: November 1999
Duration: Temporary
Construction: Corrugated
Display set-up: In-house merchandising team and retail staff
This standee helped Humongous Entertainment penetrate the supermarket channel with its "Backyard Football" CD-ROM game for kids.