Family Dollar Brings Back the Toy Book

After a two-year hiatus, Family Dollar again used a "Toy Book" to kick off its holiday marketing.The retailer's 24-page catalog was distributed online and in stores beginning Oct. 27. As in 2009 and 2010, the catalog spotlights toys priced at $5 or less. (See Related Articles.) Featured brands include Mattel Inc.'s Monster High and Barbie, MGA Entertainment's Lalaloopsy, Hasbro Inc.'s Playskool, and Original Appalachian Artworks' Cabbage Patch Kids. Banners and shelf signs promote the SKUs in stores. A Nov. 10 circular feature supported.The guide also spotlights third-party gift cards; licensed wrapping paper from Walt Disney Co.; confectionery from Mars Inc., Hershey Co., Russel Stover Candies and Ferrero USA; and small electronics from RCA, Polaroid Corp. and Digital Products International. Featured prices remain steady through Dec. 24. Multiple email ads and a Nov. 13 Facebook update link to the guide online.In related activity, a front-page feature in the Nov. 3 circular and a home page carousel ad on familydollar.com presented a "Buy One, Get One 50% Off" deal on all toys priced at $5 or more. Shelf signs tout the promotion in stores.The seasonal P-O-P program also encompasses in-line headers for holiday decor and shelf-trays merchandising seasonal needs. Gondolas and rack headers promote "great gifts starting at $5." National seasonal displays from manufacturers including Procter & Gamble, Mars Inc., SC Johnson, Georgia-Pacific and Reckitt Benckiser are getting prominent placement in stores. Shelf talkers with tearpads from Clorox Co.'s Hidden Valley offer a coupon for a free ranch dry dip with purchase of any Tyson Foods chicken product.In other activity, a home page carousel ad on the retailer's website uses an "Amazing Deals This Thanksgiving" message to link to a page containing a "green bean casserole" recipe from Campbell Soup Co.'s Campbell's, Reckitt Benckiser's French's and Del Monte Corp.'s flagship brand. (See Related Promotional Activity.) The page also spotlights seasonal products from private label Family Gourmet along with Campbell's, General Mills' Betty Crocker and the flagship brands of Welch Foods and Bruce Foods.A 12-page "More Savings for the Season" in-store circular promotes those brands along with products from private label Family Chef, Hormel Foods' Spam, General Mills' Fiber One and the flagships of Sun-Maid Growers of California, Dole Food Co. and McCormick & Co.The dollar store chain also joined with Coca-Cola Co. to offer two free holiday plates decked out with the manfucturer's polar bear mascot with purchase of two 12-packs from Oct. 25 through Dec. 31. Display ads throughout familydollar.com link to a rebate form, which redeemers mail in along with the store receipt. (The partners ran a similar promotion in 2012. See "Family Dollar Sticks …") On Nov. 3, eight and 12-packs priced at $2.88 were featured as the "Item of the Week."

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