Mattel Revamps Toy Zone

Mattel Toys has made shopping for Barbie dolls, Hot Wheels and other popular toys easier with a revamped design for its Toy Zone floor display. Changes made by the El Segundo, Calif.-based company result in decreased bulk and increased stocking flexibility.The Toy Zone display's original design was a square, bulky unit that required a full pallet when shipped. The new design, which is based on a 360-degree radial arm construction, occupies slightly more than half a pallet, with the remaining space used to hold toys. "The previous design was a good display, but we felt we needed to freshen it up, draw attention and give our customers a reason to buy that much product," says Shelia Anderson, Mattel's manager of customized product.Anderson notes: "The design was changed to make it more inviting. We used a triangle shape that draws in customers from all sides. What's nice is that toy selection is easier; one person can be shopping one side of the display, with two others on different sides, without getting in each other's way."Made of corrugated printed with multiple colors, the display is shipped already assembled but folded into a rectangular shape. After removing it from the shipping carton, retailers simply unfold the display's three radial arms and fan them out to create the finished unit's triangular shape. When unfolded, it measures 56 inches wide by 85 inches high by 49 inches deep.The display's new design garners attention with a colorful, dimensional header that is die cut and features the company's name. Stocking flexibility is provided by a series of peghook holes on the end of each arm. Retailers position the pegs where needed and can move them later when restocking with different-sized products.According to Anderson, a planogram is provided with each display, and assembly and stocking take about 30 minutes. When fully stocked, the unit holds 384 items appropriate for all ages and both genders, with a combined value ranging from $1,500 to $1,700.Redesign of the display was provided by Jerry V. Johnson & Associates Inc. The Burbank, Calif.-based company also coordinated production of 1,000 units among several firms, including corrugated manufacturer General Container of Buena Park, Calif. The cost per unit was $125. Mattel introduced the displays in September at large supermarkets and drug stores, which received them at no charge with the purchase of a certain amount of product.Mattel's ongoing marketing strategy calls for the Toy Zone to be distributed in both the fall and the spring to meet seasonal demand. Stores receive an assortment of toys that includes brands advertised on television. Most retailers also run print ads to further boost sales.Although each display is intended to last only 90 days with a single stocking, Anderson says sales results have altered the company's strategy. "Retailers are telling us that product is just flying off the shelves of the redesigned fall display," she says. "So instead of having the Toy Zone taken down when the stock is depleted, we're restocking the units. We expect next season's sales to be good, too -- we already had orders for the spring display by Christmas."

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