Retailer Offers Contest for Violent Toys
To hype the campaign, a 16-page catalog was sent to 4 million customers on Zany Brainy's proprietary opt-in list. The list was compiled through in-store transactions and from postcards customers filled out in stores.
Catalog recipients were urged to bring their children into stores between Oct. 6 and Oct. 15 to take advantage of the Violent Toy Turn-In contest, which offered kids who turned in violent toys the opportunity to win a 90-second shopping spree.
The mailing also was designed to drive traffic to www.zanybrainy.com. The Web site launched an icon this month that linked to information about the Violent Toy Turn-In and urged online shoppers to go to retail stores to turn over their violent toys.