Displays the key to collectables success, says Panini

The company believes a committed in-store display can provide "an invaluable incremental revenue stream for retailers".
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Panini believes a dedicated approach to in-store displays is key to making a success of collectables.

The firm believes shops that commit to a range of collectables can look forward to an “invaluable incremental revenue stream”.

“In-store displays are crucial to establishing revenues from collectables,” Jess Tadmor, Panini’s head of marketing, told ToyNews.

“Of retailers that index above the average, all will look at dedicated space in store, even if this is for a few weeks around the key launch period. Also ensuring the collection? is stocked for the full on sale period is beneficial.

“It’s worth mentioning the significant handling gains?we experience with a ‘hot collection’. Even if just a small number went on to establish a dedicated collectable range, this could offer an invaluable incremental revenue stream for retailers.”

With a big year of movies ahead, Panini says it has all the major releases covered, as well as properties like Frozen and some popular pre-school selections.

Tadmor added: “As a Disney licensee, we support both evergreen properties and theatrical film releases.

“We’re then placed to develop those properties that go on to become established, such as Frozen.

“We ensure we offer a wide range of collection for differing age groups, thereby moving away from just the traditional primary age range, by introducing a wide number of pre-school collections.

“All are designed to be educational and immersive for children.

“With pre-school collections we need to market to parents as opposed to children, which often requires investment in TV advertising to get our launch message across.”


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