Richard Gottlieb

Wal-Mart and the Hispanic Market
December 18, 2007

Those of you who read my column in Playthings and my blog know that I have, for some time, been calling for the toy industry to embrace the Hispanic community and its holidays (see my article: “Happier holidays, for new gift-giving opportunities look south,” Playthings, December 1, 2006).  In particular, I have asked for retailers and manufacturers to celebrate and promote the Hispanic holidays, “Three Kings Day” and “Children’s Day.” 

I want the industry to embrace these holidays for practical and sentimental reasons.  The practical reason is that these are two additional gift giving holidays (January 6 for “Three Kings Day” and April for “Children’s Day”) that will generate badly needed additional revenue.  The sentimental reason is that I think every group that comes to America should see their traditions reflected back to them in the mosaic of American life.  It makes them feel a part of the American family and that benefits all of us.

It was therefore with some surprise and pleasure that I read the following headline on the Hispanic PR Wire:  “Hispanic Traditions Come Alive at Wal-Mart for Three Kings Day Holiday Season.” According to the article: "…Santa Claus won’t be the only special visitor posing for pictures with children at Wal-Mart. The Three Kings will also be making appearances in select Wal-Mart stores during the holiday season to help celebrate Three Kings Day.”

What is more interesting is that along with the celebration, Wal-Mart is promoting the "Abuelita Doll".  This doll has been a sensation within the Hispanic community and Wal-Mart has wisely added it to its mix in stores with heavy Hispanic populations.

Wal-Mart has wisely coupled the sentimental with the practical.  No wonder they are the biggest retailer in the world.  It’s because they’re smart.

Posted by Richard Gottlieb on December 18, 2007 | Comments (0)