Shopper Marketing - August 2017 - 120
RICCI AT RETAIL
Lego Gets It Right
From 'Batman' to Lego City, brand offers
This island of "Batman" and Lego toys and accessories dominated the front end of a major
mass retailer. The color-coordinated corrugated displays (some on pallets, others on half-pallets) from the Lego Group fed shoppers from all directions and were impossible to miss. The
yellow core, the trademark Lego logo and graphics from Warner Bros.' "Batman the Movie"
made this a kid magnet. Notice the low shelf heights that play to the target age group and
also maximize product load. By locating this upfront in the main aisle, the retailer gave itself a
shot at the shopper coming and going.
y SHOPPER MARKETING AUGUST 2017