FEATURED PRODUCTS: Fisher- Price Smart Cycle
TM
MARKETING OBJECTIVE: A new product launch for Fall 2008, the Smart Cycle
TM was a truly innovative product for Fisher-Price®. The Smart Cycle
TM combined arcade-style learning games with an exercise component that offers multiple levels of active play for a range of ages. The primary objective was to create excitement surrounding the fitness attributes, communicate the interactive component and promote the arcade novelty at the point-of-purchase. The overall brand strategy for Smart Cycle
TM was to provide an entertaining, active experience in learning for preschoolers; merging something kids love (motion/games) with something parents want: active learning.
DESIGN & ENGINEERING: Key retailers had specific merchandising standards which led to the creation of three unique merchandising solutions:
- An A/C PoweredEnd-cap was designed to engage consumers in the total Smart CycleTM experience via a fully functional working model.
- The Interactive End-cap was an out-of-box “touch” Smart CycleTM produced to create awareness of the exercise platform and introduce parents to the physical and educational benefits.
- An LCD Technology In-Aisle provided interactive play & addressed the Smart CycleTM key features within the given merchandising parameters.
For all solutions, the supporting POS was designed to demonstrate the collaboration of the “fun” energetic play and fundamental learning experience. The POP’s were constructed to house the hardware & software elements together. Both the A/C Powered and Interactive end-cap units were designed using materials that have the ability to withstand heavy in-store usage and enabled shoppers to see the product’s actual size. A 5.6” LCD screen was incorporated into the A/C Powered and Interactive end-caps and was the basis of in-aisle unit. Blinking “Try-me” buttons, LED’s and/or a motion activated header were integrated to trigger an invitation for consumers to view a video.
SHOPPER ENGAGEMENT: The video content was produced to appeal to both children and adults and provided all the key features/benefits of the product. The video sizzle was intended to attract and sustain consumers’ interest. A demo mode was offered on the A/C Power end-cap and an opportunity to view children on the product was presented on the static end-cap and in-aisle. Each solution was created to appeal to one or more of the consumers’ senses – touch, observe & listen.
RETAIL EXPERIENCE: The role of the Smart Cycle
TM logo and vivid yellow graphics was to build brand equity for the Smart Cycle
TM name. The Smart Cycle
TM logo illustrates action and movement with its streaks and sleek styling. The predominantly yellow color scheme helped build a consistent image for Fisher-Price learning products, creating a “yellow wall” for a broad range of Fun-2-Learn toys and made an impression for Fisher Price within the learning aisle.
RESULTS: We were able to create awareness and demand among consumers and exceed desired sales objectives. The POP’s created a lot of buzz due to the integration & interactivity - children were waiting in line to play. The POP was carried forward for Spring at key retailers. The display roll-out strategy was seamless. Product was readily available when retailers set the plan-o-gram and end-caps. Product began moving immediately. Brand management, retail and sales were very pleased with the program.
- All retailers with POP sold thru product prior to the end of the Christmas shopping season.
- Several retailers thought that the POP was so impactful that they designated end-cap and shelf space to the Smart CycleTM post-season. The POP created a “draw” to their toy departments.
- The program delivered solid software to hardware sales ratios indicating that merchandising both together on the POP was effective.
Key success measure was the evolution of a new unit for 2009-2010. We were able to design a display that adapted to changes in the product and additions to the line offering. The latest version also has the ability to be re-purposed to reflect future introductions/product enhancements.