 | Starry new idea: The Shining Stars characters enable you to register and name a star with the International Star Registry |
UK. Russ Berrie has partnered with the International Star Registry in a new Shining Stars programme for travel retailers.
The concept has been listed by Virgin, Flybe, Monarch, Easy Jet, XL, My Travel, Aldeasa and Dufry and will be the focus of the company’s stand at TFWA World Exhibition (Stand number: Blue Village D3).
It is based on a plush Shining Stars toy, identified with a crystal-like star icon and embroidered Shining Stars logo on the paw pad, and entitles you to own your own star.
Once purchased, the owner can log on to the Shining Stars website and, using the exclusive identification number found inside the tamper-resistant hangtag, register and name a star with the International Star Registry.
The name is recorded in book form with the United States Copyright office and the website shows an image and coordinates of the owner’s star. This is printed on a certificate that verifies the star’s location in the cosmos.
Additionally, the website offers children the chance to play customised games aimed at different age groups, send e-cards, and take part in other activities.
The growing collection of 24 characters includes a Monkey, Horse, Panda, Tiger, Unicorn, Elephant and Dragon. They are priced at £10 (US$20) each in travel retail.
If two plush toys are purchased, the stars can be linked, allowing collectors to build their own constellation.
Said Russ Berrie Director Duty Free Sales Paul Widdop: “Shining Stars is a very exciting concept for us, quite unique in travel retail, truly offering added value.”
He added: “Shining Stars was introduced to selected domestic markets earlier this year and has already proved very successful. An advertising campaign running in the UK will further support our push of this line into travel retail.”
Visitors to the TFWA stand will be able to see how the concept works via images on a plasma television. They will also have the chance to take home their own Shining Stars plush as Russ will be holding a daily draw (Monday-Thursday) for three pieces.
New additions to the Li’l Peepers range
Other new lines on the Russ Berrie stand will include a new Shelly Turtle concept, featuring Shelly, Shecky and Squirtle characters from the Li’l Peepers range. The collection has been extended with three sizes of plush, keyrings, pens, purses, rucksacks and other gifts, all of which can be merchandised via a stand-alone display. Retail prices will range from £2.99 to £19.99 (US$6.00 and US$40.00).
Additionally, visitors can see new additions to the Yomiko Classics collection of realistically styled animals; the recently introduced plush Prehistoric Pets line; Footnotes bears which allow children to play their ipods or MP3 players through speakers in the feet; and additions to the Peepers range.
“Our flexibility and adaptability means we are able to meet the specific needs of the retailer with exclusive versions of many of our standard items,” said Widdop.
For details, contact Paul Widdop Director of Duty Free Sales, Russ Berrie (UK), tel: +44 2380 622111, fax: +44 2380 622002. Visit www.russberrie.com
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