In Partnership with our friends at Black Rock Marketing

The objective – “own and capture” an exclusive merchandising program

“Own and capture” an exclusive in-​store merchandising program that engages the target consumer for the 2010 Holiday season.

Maximize product allocation for pre-​holiday period and support frequent re-​stocking.

Make program scalable/​modular to fit variety of retail environments/​floor planograms.

The approach – easy to build, easy to customize

Introducing the Barbie Glam Jet.

Each pallet section is co-​packed and moved into position in between the nose (cockpit) and tail sections.

Nose, tail, wings (floor graphics) and lounge are assembled by the Mattel store representatives.

The design intent is to simplify the modularity of the display and allow a 12′ version to be placed in store or a full-​length 24′ version for stores that had the available space.

Designed with ease of execution in mind – to improve compliance.

The thinking – partner with a highly desirable brand

Creating an opportunity to partner with Mattel and be provided with a significant activation tool to increase traffic to the toy department of their store.

Allows the retailer to postion themselves as a premier Barbie destination during the holiday period.