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Impulse and frequency at heart of nationwide program
PITTSFIELD, MASS. - Milk, eggs, Cheerios and Sugar Plum Princess Barbie does not read like a typical grocery list, but then again the success of K*B Toys' seasonal toy displays in more than 1,000 Safeway grocery stores this holiday hinges on impulse, rather than planned purchases.
The mall-based toy retailer has built its $1.8 billion business on creating enticing merchandising in a finite space. K*B Toys now can offer this small-box expertise to Safeway, said K*B Toys ceo Michael Glazer.
"Safeway's got foot traffic and legs in the fourth quarter, but it's not focused on toys," said Anton Rabie, president of Spin Master Toys, a Toronto-based manufacturer credited with reviving the Shrinky Dinks maker. "K*B Toys can take what it's good at and offer it to Safeway with the promise of nailing foot traffic and nailing volume."
While KsB Toys would not release details of this new partnership, Glazer did say the chain essentially acts as a supplier to the grocery store. And just as Toys "R" Us does through its online alliance with Amazon, K*B brings Safeway its merchandising expertise, vendor partnerships and understanding of the toy industry.
For both companies, the promotional in-andout strategy offers a growth opportunity and a much needed fourth quarter sales boost. During an October conference call, Safeway president and ceo Steve Burd told industry analysts it would inject non-traditional SKUs into the mix to drive revenue. "You will see items in our stores in...