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2009’s Pet Rock

Zhu Zhu Pets – ever heard of them? No? Well you will.

Remember 1984 and the Cabbage Patch Kid? Or how about 1997’s Tickle Me Elmo craze? Consumer analysts are predicting the same type of hype this Christmas surrounding the new Zhu Zhu Pets hamsters (pronounced zoo-zoo for those of you not in the know). So how does one toy become the “elusive present” and another not? Simple – marketing, branding and creating a “buzz.”

One trip to the Zhu Zhu Pets Web site and you are told up-front, “Zhu Zhu Pets hamsters are among the most sought after toys this holiday season and are quickly selling upon arrival in stores.” Well, after reading that I know my child is going to want the most sought after gift, and I certainly want to win parent of the year.  So my children must wake up Christmas morning with a pet hamster underneath the Christmas tree!

Here is the first lesson in creating a buzz – make your toy the most sought after and then have only short supplies of it. Don’t be fooled, retailing giants use their considerable tools and resources to figure out what toys are going to be hot and then proceed to create a buzz around them. In fact, I spoke with a manager at Wal-Mart who stated that Zhu Zhu Pets were being shipped in limited supply until after Thanksgiving and that they were only being shipped to small town stores in order to make them more “elusive.” While this may be a bit deceitful – it can also be viewed as smart marketing.

Dan Fishback, CEO of DemandTec, a company that studies consumer behavior scientifically, said even the idea that a toy can be hard to get can stimulate demand. He adds, “It is less about the toy and more about how it is positioned.” Again – marketing. As for Zhu Zhu Pets, which has done little advertising to spur its big build-up, Fishback states, “I think it’s great marketing… They’re creating the buzz without spending any money on advertising.”

So what lessons can businesses learn from these little Zhu Zhu Pets? Word of mouth is one of the strongest allies a business can have. Especially today with all the social networking available, getting your name or product out there is easier than ever.

Also, don’t underestimate the power of perception. When you Google Zhu Zhu Pets you may find some strategically placed press releases about these “hot, must have” toys. You can be your own best advertiser by crafting messages that help shape people’s perception.

FYI – I have my three Zhu Zhu Pets and I am hoping for that Parent of the Year Award in my stocking! Happy Holidays.

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Posted by Laurie Meza on 11/24 at 08:32 AM
(1) Comments • Permalink

The funniest toy I ever saw was actually a bogus product, parody of tickle me elmo - the new tickle me emo smile I laughed for half an hour when I first saw it.

Posted by Hay Feeders  on  12/06  at  04:47 PM

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