“I hate mass marketing that’s geared to children. “My son really likes the Power Rangers.”īut some parents of 2- to 12-year-olds, DZ’s target market, don’t want products pitched to their kids at play. “That’s a really good way to market their birthday parties,” banker Terry Ruppe said as he watched son Tim, 5, bounce in the padded trampoline area of a Chicago Discovery Zone. Priced at $3 per child over the regular party fee, which averages $8 per child, the Power Ranger parties are selling well, Discovery Zone spokeswoman Debby Robinson said. Discovery Zone’s approximately 330 locations began offering birthday parties with a Power Ranger theme this spring. When Viacom took over, Discovery Zone had a deal in the works involving Saban Entertainment Inc.’s Mighty Morphin Power Rangers. “Certainly, the DZ name is a well-known brand name.” “I’m sure it could work both ways,” said Blockbuster spokesman Mike Caruso. The combination would give parents an incentive to keep coming back. It’s not hard to imagine Discovery Zone party packages featuring Nickelodeon’s popular Rugrats cartoon characters, or FunCenter admission discounts with Blockbuster video rentals. But the New York-based company has hinted at one strategy by mentioning plans to cross-market Discovery Zone with its other businesses, including Paramount Pictures and the Nickelodeon and Showtime cable channels. Viacom executives declined to be interviewed about plans for Discovery Zone.
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