Serving up information
We've got a new recipe to whet the heartiest appetite for news
Maria Weiskott, Editor-in-Chief -- Playthings, 4/1/2001
Several years ago, a well-known fast-food chain ran an advertising campaign promising consumers they could have it "their" way. "Have it your way!" the food chain invited on radio, on television and in print. The campaign even had a catchy tune and jingle for the benefit of radio listeners and television watchers.
By all yardsticks, the ad campaign could be considered a success. The jingle found its way into many conversations both during and after the campaign. The tune was randomly hummed and whistled by the masses well after the promotion was concluded.
And the chain is still around, which proves a few other things. One is that consumers like options. Moreover, basic ingredients can be served up in several different ways—even at a fast-food restaurant.
Now, while we may not yet be able to offer a catchy tune to hum or whistle, or a sticky jingle to work into a conversation, PLAYTHINGS can offer readers a new option this month: PLAYTHINGS EXTRA, a weekly e-newsletter.
With the addition of our e-newsletter, the PLAYTHINGS community now has several options for delivery and consumption of the ingredients that make up our industry, whether it's news, features, buzz, best sellers, new products or licensing information.
PLAYTHINGS EXTRA will be delivered straight to subscribers by e-mail every Wednesday and will contain breaking news as well as other original information in an abbreviated form. In addition, e-newsletter subscribers will also receive news bulletins of an urgent nature by e-mail.
Readers may subscribe to PLAYTHINGS EXTRA at playthings.com, using the registration box located in the left hand column on the site.
Of course, PLAYTHINGS magazine will continue to bring readers the best in news and features about products and retailing every month. And our newly designed Web site, playthings.com, will continue to offer industry news, events, buzz, new product information and more—all updated daily.
And speaking of options, this month's cover story discusses merchandising dolls, a category that is experiencing a growth spurt and an incredible evolution as well. Today's dolls run the gamut from exact to eclectic to electronic. You can even get one to sing "Happy Birthday to You!"
It is, indeed, all about options and choices, no matter the business.
