KudosTraderJoe

I had thought that Trader Joe's check-out balloons were there to create a festive atmosphere. But Friday I witnessed the thrilled little girl who got to choose her favorite color to take home (you already know it). Her father's grateful pleasure and her shy joy sent a smile down the line. One happy child created contagious happiness.

I began to spot balloons bobbing on strollers in surrounding blocks.

So simple and visible. If I were a food manufacturer, I'd consider branding the helium tank or taking the idea to another retailer in return for balloon message-sharing.

Girls multiply sales

In last month's Shop-along, three girls (each with $20 to spend) made identical purchases including pens, St. Patrick's Day hats and Play-Doh. POP aimed at girls would do well to reflect and encourage that propensity.

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.