Sunday, July 29, 2007

Disguises in the Summertime

Yesterday, on my way to a farmers' market in Chicago, I encountered a flock of 4-year-old princesses--not presiding from thrones, but competing (with little regard for their long, voile skirts) in a game that required running around and throwing beanbags.

No sooner had I turned the corner when a small fairy walked by carrying peaches for her mother.

Halloween has slipped its moorings. Soon clothing stores will have permanent costume sections.

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Saturday, July 21, 2007

Colleen's tips for great kid POP

A trip to New York last week took me past the winning windows of FAO Schwartz where they masterfully use scale (giant animals), color, texture and "touch-me" appeal. How can you give your product that kind of power in a crowded store environment?

1. Get down on your knees, look at the store from a child's perspective. That will tell you where to concentrate your POP.

2. Remember young children can't read well. Emphasize visuals.

3. No need to be literal. Kids are happy to believe that elephants can fly. Tap into their vast imaginations.

4. Floor graphics work better for kids than for adults. They're closer.

5. Inflatables look like balloons, balloons are toys, ergo: inflatables communicate fun.

6. Consider an involvement device--kids love to touch everything. Can it spin, does it have a handle, could you include a button that makes a funny noise?

7. Empower them. Can you provide their own bag, bubble or basket to do their shopping with?

8. Think big. Could your product sponsor a play area in the front of the store? Cadbury does that in southeast Asia.

9. Everything that your mother tells you isn't tasteful is delightful to kids. Sparkles, flocking, holograms, neon colors...the more the merrier.

10. Put a prize in the package and kids will love you.

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Saturday, July 14, 2007

Apple dipping vs. Pizza eating

For our Kids Advisory Board Tuesday evening, our intern, Kristine Greiwe, made the snap decision to buy a big platter of Dominick's Foods dipping apples rather than to rely on the baby carrots that we usually offer.

We also served the favorite food of kids in our 9-13 age range: pizza, of course.

The kids dove for the apples! The older ones exclamed how much they looove caramel apples. Pizza-eating got put off. What a great example of McDonald's marketing power! First came Happy Meals' Apple Dippers--now its happy chatter about apple platters.

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Sunday, July 08, 2007

Op-art influenced backpack

I told you about the retro look in London fashion. Today, I saw it again in the featured JanSport backpack in the Target Circular. And, hey! The same backpack appears featured on eBags. Hats off to JanSport for jumping on a trend and adapting it to their products. The pattern's called "chocolate chip bubbles" and the color palette is spot on. Look for plenty of this pattern in schools come fall.

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