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Available on lease, to tie-in with the Christmastree Grove store promotion, is a series of lifesize cut-outs of the principal characters (illustrated above and below) in the radio story.
good, attention-getting theme for toy department, which should be called, naturally, Christmastree Grove; should have on display the characters in the radio drama; should dress the clerk who sells the magic whistles as Dolly or Wooden Soldier or Buffo the Clown, or any of the other characters heard and described in the radio drama.
Included with transcriptions is a supply of magic whistles. Program creators suggest you add 10 cents to cost of surprise package, thus covering cost of whistle, plus fair profit. (The whistle is a nine-inch long, gaily decorated slide trombone, which is a toy, musical instrument, and traffic-puller.)
Essential decorations for Christmastree Grove are inexpensive and require little space.
In addition to the transcribed show, Kasper-Gordon offers a complete, 15-minute puppet play, including music, dialogue, sound effects, to be staged in conjunction with radio program. The puppet show is optional.
Analysis : Because the magic whistle is so sturdily tied-in with every episode of the radio program story, entire series becomes one continuous exploitation for the toy department. The show lends itself to numerous store stunts, costumes, window displays, tie-ins with newspaper ads.
Where formerly Junior bought a ticket for 10, 15, or 25 cents for privilege of fishing out a surprise package, sponsor merely adds 10
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cents to purchase price, covering cost of whistle, and, on the word of the program creators, thus liquidates the price of the platters.
Whether program pays for itself in whistle purchases or not, though, Christmastree Grove has all the qualities to incite the imagination of youngsters, create in them a desire to visit your store, not only to see the characters he hears about on the air, but also to test the magic power of the whistle.
The program has all the elements of good showmanship, and more important yet, is a tested promotion. Of it, the Retail Review wrote: "Sponsors report that youngsters stormed the department for magic whistles (importantly featured in the radio serial) which were distributed in conjunction with a mystery surprise package for 35 cents. Stores report this radio series was unquestionably the strongest promotional campaign ever staged for their toy department."
AIR FAX: Number of Episodes: 15 quarter-hour shows, to be broadcast either three or five times weekly. For three-a-week basis, show starts Monday before Thanksgiving, ends just before last shopping day before Christmas.
Conditions of Sale: Use of broadcast is restricted to one store per city. Supply of whistles is included in initial cost of promotion. Decorations, radio page mats available at small extra cost. Puppet show figures also available.
Availability: For information regarding availability, audition records, rates, etc., write Kasper-Gordon, Ire, 140 Boylston Street, Boston, Mass.
NOVEMBER, 1940
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