 |
Add a Dash of FUN to Your Next Promotion!
By Marge Ryan-AtkinsonWith the recent infusion of young, technologically sophisticated Gen-Xers into the workplace, there’s been an increased emphasis on creating a more informal on-the-job environment. “There’s a big push to have fun at work,” says promotional consultant Rob Schulz. “It’s another way to drive creativity.”
Hank Arkin, another promo guru, agrees: “Toys are really becoming a mainstream of specialty advertising.”
Where The Toys Are
Toys are hot. They’re found on numerous desktops, right next to the pens, mousepads and clocks. Sometimes they’re kept in the drawer for when the mood hits, helping stimulate the imagination within otherwise sterile cubicles or offices. And like many other products, these days they usually have a logo on them.
Imprinted toys include the expected — balls, yo-yos, light-up sticks, paddle-balls, tops — as well as the unexpected, like musical instruments, illuminated headwear and jewelry, super-challenging puzzles, checkers/chess/backgammon and even bingo sets, and more.
Promotional counselor Pam Proctor has sold clients crystal coasters with tic-tac-toe boards, crystal checker-boards and “Lingo Bingo,” boards of corporate phrases; each time one is said, it’s covered with the included marker until someone gets Bingo. “We filled a huge order for a sales department that was getting ready for its general sales meeting,” she says.
Revving Up Sales
Those who remember, as a kid, rolling die-cast metal Matchbox cars along the kitchen floor or racing them down a makeshift ramp might be happy to know that the cars can now be imprinted – an interesting thought, considering the NASCAR boom of the past few years. The vehicles are 1/64th scale and include cars, trucks and ambulances. The size, naturally, presents somewhat of a challenge for imprinting, so production time can run a little longer. Still, the cars have gained visibility as ad-message tools.
“Matchbox cars are popular items in company stores,” says counselor Michael Raab. “College and hospital stores also sell them, imprinted with their institution’s name or logo.” Understanding that the cars are also attractive to children, however, Raab won’t accept orders promoting inappropriate adult themes or the use of alcohol or tobacco.
Companies can even create their own Matchbox limited-edition series, which often become highly sought after. Raab has seen some custom cars for which clients may have paid $6 on Internet auction sites for $25 to $150.
Mini versions of classic vehicles have also found a place in the promo world. Die cast motorcycles, trucks and cars are all popular, says promotional consultant George Sotir, and, he believes, much of this involves the play element. He’s sold Hummer and Volkswagen Beetle models with operational doors and pull-back rolling action. He feels the cars work well in many types of programs, such as auto-loan departments of banks, insurance companies and auto repair shops. They can also be tied in to a specific theme.
Some model cars just aren’t meant for play. Rather, they’re mounted on hardwood with an engraved plaque for award or recognition purposes – a different approach to the standard plaque or trophy. Examples might include a Shelby Cobra or ’57 Corvette.
Far From Puzzling
Throughout history, man has attempted to overcome obstacles and find solutions to problems. But it’s not only necessity that drives this; it’s the exhilarating feeling that comes with figuring something out and understanding how it works.
That’s one reason puzzles continue to fascinate. Two- or three-dimensional, made from materials like cardboard, wood, metal or acrylic, puzzles are popular promotional products, and can be imprinted with a variety of themed messages.
Puzzles can run the gamut from simple jigsaws to “peg-placers” to more advanced brain-teasers such as pyramids, cubes and Triax. Many are tough to put down. Desktop puzzles provide a release from high pressure at work, says counselor Ben Cheng, who has sold several office-geared puzzles, including a three-piece star and six-piece pyramid. High-tech and pharmaceutical firms like puzzles, he notes, because they become conversation pieces.
The apparent ease — then sudden challenge — are what reels in the puzzle recipient. “If it looks too difficult, people will be intimidated and not try it,” Cheng warns.
While not technically puzzles, magnetic sculptures also provide distraction and stimulate conversation. “They’re usually seen in a fun context, but are also seen as a frivolous and superficial activity,” admits Louis Gross, promotional consultant.
Still, this dichotomy may provide exactly the proper contrast to seriousness a firm wants a promotion to have. Magnetic sculptures come in designs targeting a variety of professions and themes, including medical, legal, construction, sports shapes, rods, cubes and blocks. One psychiatrist actually wrote a paper describing his use of the sculptures as therapy.
Schulz adds that he’s filled orders for wood puzzles with laser engraving, which ups the perceived value.
Varied Applications
By their very nature, puzzles can encourage dialog between giver and recipient. On the back of the “Puzzler,” for example, is copy clearly spelling out the puzzle’s objective. The solution, however, is obtainable only to those who call a provided number or visit a provided Web site. The item can also be mailed as a pre-show promotion to trade-show attendees with the solution available at a certain booth.
In a way, trade shows and toys seem made for each other. Counselor Eric Levin says, “We’ve found over the last couple of years that one of the biggest places that companies spend their promotional products budget on is trade shows. Toys are a natural booth traffic-builder, encouraging people to stay and play. Other people see people with them and ask ‘Where did you get that?’”
Self-illuminated items are also good traffic-builders, offers Ron Gilley, a counselor. “People love glow. They’ll line up to get it,” he says.
Glow items work for other events, too. Light sticks, which are easily hot-stamped, can be used as drink stirrers or bracelets at parties, concerts and galas. Battery-operated light swords, headbands, buttons, and so on are also crowd-pleasers.
Across The Board
Something to keep in mind is that toys used in promotions should meet safety standards. “Whether or not the recipient is a child, you must use a product that meets the Consumer Product Safety Commission’s (CPSC) standards,” says Arkin, adding that often, safety testing is done at a professional lab when a promotion is specifically aimed at children.
And many items do appeal to all ages. Herb Stone, promotional consultant, says “loop-the-loop” straws have found a niche among adults. Radio stations have used them shaped into their call letters and taverns use them as stirrers for drinks.
Based on the resurgence of the Hula-Hoop trend of the 1950s and early ‘60s, imprinted hoops, in several sizes, have seen growing popularity among colleges and trendy companies.
Small musical instruments and related items, such as logoed harmonicas and guitar picks, have also entered the picture. Curiously, says counselor Brenda Lucy, most of the companies that want to use harmonicas today are software firms.
Even true basics – sand buckets and shovels, bounce-back balls, beach balls and crazy putty – have found their way into a variety of promotions. One human resources company used the putty to recruit young, playful talent. It was packaged in a plastic egg that bore the message, “Let us shape your future.”
Will toys continue to be a serious part of promotional products applications? If Levin (who’s an X-er himself) is right, yes. “When you use toys,” he says, “you’re promoting fun.”
Margaret Ryan-Atkinson is a freelance writer based in Langhorne, PA
STUFF IT
Call them stuffed animals, plush or soft sculptures, but those loveable, cuddly creatures are, by proper definition, toys. To that end, they can fit any number of ad campaigns.
Steven Smith, an East coast counselor, says, “There’s no particular market or age group that they appeal to.” He adds that fully 90% of what he’s sold in plush has been for adults. One situation involved several six-foot-high peacocks presented to NBC executives.
Counselor Cami Chandler says plush toys have helped supermarkets, food providers and other organizations gain name recognition. B&M Baked Beans and the KOA bear are two examples. There are also plush characters with taped voice messages, triggered when they’re squeezed or thrown on the floor.
One truly odd campaign Smith handled for a pharmaceutical firm involved soft sculptures shaped like different body organs, sent to physicians to describe the effects of a drug. The mailings were divided; a different part was sent with each one. “The doctors couldn’t wait for the next mailing to show up,” he remembers.
Plush versions of internal organs? Why not? It worked for this pharmaceutical promo. Ask for asi/87849
Whether with roll-back spring action, operational doors and hoods or both, die-cast vehicles are still hot. Also, note the Shelby, intended strictly for display. Ask for asi/91348
Mini-foot-, soccer and kick-balls can be rendered in almost any color combination and are relatively inexpensive. Ask for asi/68207
Stress balls are popular. So are yo-yos. Why not combine them? OK. Done. Ask for asi/56115
Etched crystal gameboards add a true touch of elegance to any toy-themed corporate. Ask for asi/68915
The “Skooter Head” does more than just decorate a scooter; it’s also a zippered storage bag. Ask for asi/62822
In addition to the classic solid-body, yo-yos are available in sound-and-light versions, too. Ask for asi/55525, 44888
Whether plastic (shaped or round) or the more traditional metal, spring toys have been a staple for almost 50 years. Ask for asi/56115
Now in different colors, crazy putty is still showing up in plastic eggs and still picking up newsprint. Ask for asi/56115
This three-piece wood star puzzle looks easy enough … until you take it apart. Ask for asi/66245
They never became a monster trend like Rubik’s cube, but hacky-sacks remain a draw for many ages. Ask for asi/55525
[ BACK ]
