Retailer Offers Contest for Violent Toys

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Toy retailer Zany Brainy Inc. this week plans to lure customers to stores with the Violent Toy Turn-In portion of its Zany Brainy Across the Nation promotion.


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.

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