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Article: UMBRELLA GIANT TAKES A SLIPPERY TUMBLE INTO KIDS' MARKET.
- Article from:
- PR News
- Article date:
- November 22, 1999
CopyrightCOPYRIGHT 1999 Access Intelligence, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Rule number one for communicators targeting the kids' market: the young 'uns don't care how big and powerful your company is. This was the hard lesson learned by Totes Isotoner Corp. when it made its first foray into toyland with its SplashFlash umbrella. The new product, designed to be "the bomb" nearly became a bomb.
The kids' market isn't all fun and games - particularly for outsiders who trying to make a grand entrance. Cliques dominate the scene, and retailers are quick to shun oddball product pitches that just don't fit in. Case in point: the SplashFlash umbrella faced delayed and shrunken distribution because the company went into uncharted territory ...