TRU's Deal in store
By Tina Benitez -- Gifts and Dec, 9/21/2006 8:50:00 AM
WAYNE, N.J.—Toys “R” Us will make a big deal over NBC's hit game show, Deal or No Deal, with a promotional campaign built around the show and its licensed games beginning October 1.
As part of the promotion, TRU is inviting cosumers to play licensed versions of the game in-store, including Pressman's board game, The Interactive DVD Game Show from Imagination, Irwin Toys' electronic and handheld games, and the card game from Cardinal Industries. The promotion will run from October 1 through October 28. The TV game show just launched its second season this week.
The show’s host, Howie Mandel, will make a personal appearance at Toys “R” Us Times Square on Thursday, September 28, to kick off the national promotion and officially open the chain's Deal or No Deal game boutique.
“Since airing late last year, Deal or No Deal has become an overnight sensation.Our campaign will leverage the same intrigue, which is sure to resonate with fans of the hit show,” says Greg Ahearn, senior vice president, marketing, Toys “R” Us, U.S. “Whether it’s an in-store discount or the chance to walk away with $1 million, the Deal or No Deal promotion is a great opportunity for us to translate the show’s popularity into the retail arena and create excitement in our stores before the holidays even begin.”
More than 140 million Toys “R” Us newspaper circulars will include a game piece featuring two briefcases: one for “Deal” and one for “No Deal.”Customers can bring their game pieces to any Toys “R” Us location each week and select either the “Deal”–an automatic 10 percent off any one item–or “No Deal” for a chance to win $1 million or other prizes, including an Xbox 360, MP3 players and Toys “R” Us gift cards. If the briefcase comes up empty, customers will still receive an in-store discount.
“Our partnership with Toys 'R' Us brings visibility for the Deal or No Deal property to a whole new level,” say David Goldberg, president, Endemol USA , the show’s producers.“It’s the perfect association for us, because our target demographic is families and kids and we are able to reach this audience in exciting new ways through this exclusive promotion with The World’s Greatest Toy Store.”
George Irwin, chairman and CEO of Toronto-based Irwin Toys, tells Playthings that the partnership with TRU will help give their tabletop and handheld versions of Deal or No Deal some extra recognition and also let fans of the show know that they can play a similar version of the show at home or take it on the road. “We see their commitment to Deal or No Deal as an important launch to making the game a success story at retail. Our games provide the customer with two different play patterns. The tabletop version is an electronic four-player replica of the TV game show that lets multiple players play at the same time and compete against the banker and each other. The handheld version is the electronic version of the show that you can play anywhere, at anytime in the palm of your hand.”
Irwin says there are no other plans to heavily promote the game elsewhere, but the company is working on developing Spanish versions of the electronic games for next year.
We would love your feedback!
-
Playing for Keeps
Mar 1, 2010 -
Time To Shine!
Feb 1, 2008 -
Next Stop: Toy Fair
Feb 1, 2007 -
Show biz: Fall Toy Show
Oct 26, 2006 -
Exclusively at www.playthings.com
Oct 1, 2006
VIEW ALL GALLERIES
