DKC to lead initiative for Fathead's Tradeables line

NEW YORK: Fathead, a manufacturer of life-sized wall graphics, is working with DKC on a brand awareness and media outreach campaign promoting the company's soon-to-be-released Tradeables collectible image line.

NEW YORK: Fathead, a manufacturer of life-sized wall graphics, is working with DKC on a brand awareness and media outreach campaign promoting the company's soon-to-be-released Tradeables collectible image line.

Set for distribution on August 1, Tradeables are five- by seven-inch versions of Fathead's life-size Real Big wall images, which feature star athletes, superheroes, and characters from Disney films and TV shows.

DKC, which was hired on July 1 as the company's first AOR, is promoting both products.

DKC has promoted Fathead products at events primarily focused on other DKC clients. It decorated the release party of the Warner Home Video DVD for the NBA champion Boston Celtics with Real Big versions of some of the team's stars. It
also adorned a July 8 wiffleball home-run derby in front of New Era's New York store with Fathead products, said DKC VP Phil Crimaldi.

DKC, which approached Fathead in February about working together, is targeting children and adults with a media outreach effort that will pursue placement in titles ranging from Women's Day to Maxim to Sports Illustrated for Kids, he added.

The target demographic, skewing 65% to 70% male, for Tradeables is ages 7 to 14, while the key demographic for Real Big is those 7- to 60-years-old, said Crimaldi, who did not disclose a budget for the six-month agreement other than to say it is five figures.

Fathead and DKC will meet in October to discuss possible extension of the deal, said Brian Stevenson, Fathead senior PR manager, who added that the company will boost efforts during the holiday season.

"The pitch for Tradeables is that they are the ultimate stocking stuffer," he said. "It's a very affordable product, and hopefully the kids keep asking [for it]."

Four staffers are working on the effort for DKC, added Crimaldi.

Camelot Ventures launched Fathead in September 2005 with a product line including NFL players and helmets.

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