The re-launched Hallmark Itty Bittys are working well as collectibles, licence targeted purchases and impulse purchases – yes, all three.
The new stand recently released by Hallmark helps us connect with all three opportunities. The licence branding is key to attracting attention. The small footprint helps us place the stand for maximum impulse opportunity engagement. The depth to the range gives people to aspire to purchasing in building a collection.
Understanding the multiple levels on which a product line works can help us as retailers to maximize an opportunity. It can also help us better position ourselves against other retailers with the same product.
Target, for example, has Itty Bittys. Their approach with the range is good but not a broad as the approach I have outlined.
We have found the keys to success have been: moving the stand every week, keeping it full, placing characters in their designated locations and being able to speak to the product to possible collectors. This last point involves understanding the release schedule.
We have has Itty Bittys on the lease line leading up to Easter and it’s terrific seeing kids drawn to the stand from outside the business.