22nd February 2017
Global toy giant Hasbro will be explaining how it makes its products ‘sing’ in-store, at a case study session presented with supplier Displayplan at Retail Design Expo 2017.
Displayplan commercial director Lynda Locke and Hasbro European retail activation manager Irene Martinez will take conference delegates through a project to develop 2,500 retail displays in 24 countries, encouraging shoppers to try out the wide variety of product brands offered by Hasbro.
“Hasbro has really put an emphasis on making sure its products sing at retail. These are toys, right?” says Locke. Shoppers of all ages are keen to play, touch and trial the products, meaning the displays need to encourage interaction not just from children but also from parents and grandparents, and other adults who might be buying gifts. “It has such an interesting constituency,” says Locke.
Displays focus on individual product brands – such as Nerf, Play Doh, My Little Pony and Transformers – which have greater traction with customers than the parent brand. A multi-tiered display system allows displays to be tailored across a wide range of environments, from hypermarkets to specialist toy stores.
For a rollout on such a wide scale adaptability is vital. “It has to work across a lot of different fixture systems in a load of countries… you have to run all if the traps to make sure it will work in all the different slotted uprights, for example,” says Locke.
The system also has to cope with the very different nature of different product lines. Products such as My Little Pony, which is displayed in boxes, use digital screens to show appropriate content to illustrate play, while products such as Nerf – which shoots projectiles at targets – lets stores stage tournaments among shoppers.
The project is still ongoing, says Locke: “Of course, the pre-Christmas season is very big, but toys are on sale around the year. They need that level of stopping power to stand out.”
Strategic overview: why retail remains important to Hasbro will be staged in Design and Branding Theatre 1 at Retail Design Expo, at 11:40 on Monday 8 May
Displayplan will be exhibing in the Designer Pavilion
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