Hoyt Publishing Company | P-O-P Times | Articles -
[Cached Version]
Published on: 10/29/2002
Last Visited: 7/13/2003
"The Mad Voice Twister product is a small device, about 3 inches big," explains Nathan Keker, director of marketing for Wild Planet Toys.
...
This is the fourth time that Wild Planet Toys has worked with Kraft on a premium promotion, Keker says.The toy company did mail-in programs twice for Post and now twice with Kool-Aid, but the Mad Voice Twister is a more comprehensive campaign.
"It's bigger and better in the sense of exposure.I think it's helped them place a lot more racks in stores so that we have more branding in-store," Keker says.
...
"Generally, Kraft has its period of exclusivity and then later we bring the toy into the line once the promotion is over," Keker says.
...
"For this one, we started brainstorming different ideas really early in the process," Keker says."We pitched a lot of ideas.They did some testing, we did some testing and we sort of netted out at the Mad Voice Twister being the most popular."He adds that both companies work well together, which explains their history.