How can a 43-year-old toy company get noticed? By sending its products to TV sportscasters - who usually act like big kids anyway - and having them play with the toys on the air.
How can a 43-year-old toy company get noticed? By sending its
products to TV sportscasters - who usually act like big kids anyway -
and having them play with the toys on the air.
This tactic worked for Rahway, NJ-based Kiddesigns, whose 10-inch-high
’Tough Talking’ NFL players spout out niceties like ’It’s time to eat
turf’ and ’I’m goin’ to mow you down.’
’The product’s been out for a year, but it’s been a sleeper,’ said
Sandra Hart, head of Kiddesigns’ PR partner The Hart Group. Rather than
try for attention in the mainstream media, Hart targeted sportscasters,
sending the toys to 90 of them in 10 NFL cities and at some national TV
football shows.
The results have been impressive. A Pittsburgh sportscaster keeps his
toy close by and makes it speak during broadcasts, while Fox’s Terry
Bradshaw is expected to give his play during the network’s pre-game
broadcasts.
The next product from Kiddesigns’ parent company, SDI Technologies, is a
Zenith-branded aroma and sound therapy radio. Wonder who they’ll send
those to?
