Park World - December 06/January 07 - (Page 55)
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PWDEC06JAN07p54-55.qxd 12/22/06 1:12 PM Page 2 Dr Jack Samuels, Ed D, MBA
is the... Fun Doctor Make merchandising more fun! What I called
“leisurised retailing” in the early 1980s and Disney called
“merchantainment” is alive and well inside Downtown Disney at
Florida’s Walt Disney World as part of a new Pirates of the Caribbean
themed merchandising display. Here we find a wonderfully merchandised and
engineered display of goodies to please both the young and the young at
heart. Included are customisable pirate bandannas and other special park
only items. My favourite single item for the kids, which my son Max
quickly took a liking to, was the Buccaneer’s Toy Gun. It had a light-up
trigger area and the ability to project a pirate’s skull and crossbones
on the wall. All for a mere $10! Even more popular with the kids was the
tantalising opportunity to fill a pirate’s chest or skull head with a
large selection of pirate goodies including spiders, plastic jewels,
compasses, special coins, tattoos and lots of other wonderful themed
choices. We were able to pack over 50 items into our skull head! Guests
were scoffing these items up for the price of $15.99 for the chest, or
alternatively $19.99 for the skull. Notice earlier I lead with the words
“engineered display.” I really mean it because the display in the
World of Disney Store at the Lake Buena Vista shopping complex includes an
audio-animatronic figure that tells the maties about the wonderful
treasures they can purchase. I think the audio-animatronic figure was
probably hauled out of the Pirates of the Caribbean ride when they
replaced some of the figures with mock-ups of Johnny Depp. People are
really fascinated with the talking pirate. This is a great use for surplus
animatronics.The merchandising scheme probably is making a large
contribution to paying for the ride’s renovation. The new Pirates of the
Caribbean retrofit, to tie-in with the runaway hit movies, is causing all
the momentum for the pirates merchandise. I actually liked the original
Pirates of the Caribbean ride better and hopefully someday it will be
back. I have written many times about changes in attractions to generate
new interest, but certainly the Pirates retrofit has been successful in
this regard as many were queing up to go on the ride during our recent
visit. The Pirate’s theme will be merchandised even more extensively at
Walt Disney World itself and will be joined with the very popular princess
theme for special Pirates and Princesses parties this Februar y. My son Max
alongside Disney’s animatronic-based Pirates of the Caribbean merchandise
display Dr Samuels provides diverse consulting services in general
marketing and market research, facility development, customer service,
safety, crowd, and event management and promotional activities
programming. He can be reached at: samuelsj@mail.montclair.edu Warning : Unknown : The session id contains invalid characters, valid
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http://www.robogeddon.com
http://www.magolini.net
Table of Contents for the Digital Edition of Park World - December 06/January 07
Park News
Park Hoppin’
Big Question
Spotlight
Networking in Atlanta
Launch Pad
Bob Rogers
Konge Parken
Mondial
WWA Symposium
Technofolies 2006
IAAPA Attractions Expo
Euro Attractions Show
Fun Doctor
Park World - December 06/January 07
https://www.nxtbookmedia.com