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Maybe you are misunderstanding my meaning here a bit. I have ran several internet businesses over the years and when choosing where to advertise or where to showcase your product you have to first know your target audience. For example Mattel Retro Action figures and/or the Toys-R-Us Captain Action lines both failed in big main stream general market stores. Personally I think it's largely because of a mixed up focus: The style of figure and character choices were clearly meant for collectors but placed on the shelves next to general toy merchandise where they didn't sell. Collectors bought them, but largely the general market did not. It seemed as though the companies involved thought they could/would get general market sales by advertising and product placement, but they obviously didn't get enough.
One of the bands we worked for has a cult following and we were in talks with a music magazine to buy some advertisement space because the magazine has national distribution. The ads cost a fortune and when talking to the company on the phone they said something interesting, they asked is it the right place to advertise. It's exposure, but if nobody knows who you are and doesn't buy anything based on the ad.. is it worth the expense? You might be better off focusing on advertising and placing your product where your market is.
So in this case, who are you targeting with the new Mego line at Target? As you said kids are not going to want them, the common Target patron won't be interested. It's basically going to only be collectors. Who are the main people that frequent Target? Moms, kids, people buying clothes and house wares, etc. Most collectors frequent online shops, gaming, comic book and movie stores. That's a generalization, but it's true. Sure there are small collector isles at Walmart and Target, but it's not generally a collector's first choice of where to look for stuff. It's never been mine.
For this line to be successful you are going to have to have a lot of collectors buying them, you need the collectors. You can't count on the Moms, kids or the dude that might run across them. So the best place to advertise and place them would be where collectors go first. As it is now, collectors are going to have to go out of their way to track them down at a place they normally wouldn't look. Some will do it, and some won't bother.
One of the bands we worked for has a cult following and we were in talks with a music magazine to buy some advertisement space because the magazine has national distribution. The ads cost a fortune and when talking to the company on the phone they said something interesting, they asked is it the right place to advertise. It's exposure, but if nobody knows who you are and doesn't buy anything based on the ad.. is it worth the expense? You might be better off focusing on advertising and placing your product where your market is.
So in this case, who are you targeting with the new Mego line at Target? As you said kids are not going to want them, the common Target patron won't be interested. It's basically going to only be collectors. Who are the main people that frequent Target? Moms, kids, people buying clothes and house wares, etc. Most collectors frequent online shops, gaming, comic book and movie stores. That's a generalization, but it's true. Sure there are small collector isles at Walmart and Target, but it's not generally a collector's first choice of where to look for stuff. It's never been mine.
For this line to be successful you are going to have to have a lot of collectors buying them, you need the collectors. You can't count on the Moms, kids or the dude that might run across them. So the best place to advertise and place them would be where collectors go first. As it is now, collectors are going to have to go out of their way to track them down at a place they normally wouldn't look. Some will do it, and some won't bother.
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