Richardson Brands, Surge Entertainment Team Up

Street Sharks have gone Bonkers, thanks to a team-up between Richardson Brands candies and Jericho, N.Y.-based Surge Entertainment Inc.Translated out of kidspeak, that means packs of Richardson's Bonkers candy now include free stickers and a baseball cap offer touting Surge's popular "Street Sharks" characters, which are featured on a syndicated cartoon show and a line of action figures. A key ingredient in the promotion is a colorful corrugated display that helps introduce Bonkers new Crazy Core candy to the market."'Street Sharks' is a hot new property that's very popular with kids," explains Rebecca L. Decker, art director at South Miami, Fla.-based Richardson. "We thought it made a natural fit for us."The display, created by Phoenix Display & Packaging Corp., West Deptford, N.J., features a framing element that wraps around all four sides of the central product case. It pictures a bright blue shark wearing in-line skates. His head is above the product case and his arms hang down the sides. A bright yellow background helps the image pop out even more. No logos or words are used on the piece, focusing attention directly on the Shark character and the colorful candy packs in the case.The display is 26 inches wide by 50 inches high by 20 inches deep. The 144-count product case measures 10 inches wide at its center, 19 inches high and 15 inches deep. The merchandiser features three-color printing directly onto 200-pound B-flute, mottled-white Domtar board. Approximately 2,000 displays have been produced for distribution to supermarkets, Decker says, in a campaign that is scheduled to run throughout 1996.The shipper comes in two configurations. One contains the Bonkers assorted quantity, which includes two 24-count pouches of Assorted flavors, two of Strawberry and two of Blue Razberry. The second features all Crazy Core product, which offers an assortment of Lemon Lime, Strawberry Banana, Razberry Sour, and Orange Berry in each bag.Each bag contains a "Street Sharks" sticker plus information on obtaining a Sharks baseball cap with proofs of purchase. "We do a variety of premiums and special offers, so this one was easy to get into," says Decker. "It makes a great way to introduce the Crazy Core product to the market."

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