Word: toye
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Dates: during 1960-1969
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Mattel gives much of the credit to saturation selling on TV. In 1955, Mattel, still a fledgling firm with annual sales of only $6,000,000, decided to move into toy burp guns. Anxious to give the new product a big advertising sendoff, the Handlers nervously agreed to sponsor Walt Disney's Mickey Mouse Club show for a year, at a cost of $500,000. Recalls Ralph Carson of Los Angeles' Carson-Roberts ad agency, which handles the Mattel account: "We were on the air six times and nothing happened. Then the Mattel people came back from...
Mattel's Mickey Mouse Club advertising, which plugged the Mattel name as hard as the burp gun, has revolutionized the $2-billion-a-year U.S. toy industry. Previously, toy companies spent most of their ad budget in the Christmas season and concentrated on selling individual items. Today, top companies advertise year-round on TV, and accent the brand name. Mattel, with a 1962 advertising budget of $5,700,000, still plugs harder than anybody else...
...they run out of Lowenbrau . . . order champagne''), the confusions of parenthood ("How Sears helps your daughter choose her first bra"), nostalgia ("Our beer is 50 years behind the times"), hypochondria ("Take Geritol to end tired blood"), and the competitiveness of childhood ("Every boy wants a Remco toy"). Inevitably, the most heavily used selling themes turn on three aspects of existence that particularly fascinate Americans: youth, sex and romance. Pepsi-Cola, once typed in the public mind as a sweet, cheap drink ("Twice as much for a nickel, too'',), almost certainly owes much of its upsurge...
...inside the human head-not to kill but to save. The unusual technical feat required even more unusual ammunition: a piece of hair only one two-hundredth of an inch in diameter and one-fourth of an inch long, which had to pierce something even less resistant than a toy balloon, and do it with such delicate force that it would not come out the other side...
Many businessmen are still reluctant to link up with a factor for fear of scaring off customers. Richard Reynolds, president of the Childhood Interests toy company, a Talcott client since 1957, said last week: "We had little idea of what factoring meant-beyond the notion that it was something to be avoided at all costs. But our bank channels had dried up, so we had no choice. Factoring has enabled us to double our business, and, everything considered, costs us less than other forms of financing...