We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
. . . have sired some 100 items between them, from toy guns to toy "Things."
Puppets, sunglasses, lunchboxes, like these NBC-licensed items soon add up to a roomful, (sae top) as demonstrated by CBS-licensed products.
can sport a Com6«/-inspired field • jacket, replete with shoulder patches ■ or a Daniel Boone leather jerkin. (Frontiersmen seldom wore deerI skin shirts, as so often depicted, , because they got as soggy in an oldfashioned rainstorm as a chamois gets today in washing a car — and dried just as stiffly.)
While novelty hats remain very popular, they're not responsible for the biggest earnings, says CBS's Murray Benson, whose office has a pegged hatrack that's filled with I headgear. At least two problems hover over hats: Profitably, they should be wearable both by girls and boys. Few are. And, unfortunately, their sales depend more on gimmickry than on their performance as headcovering. Better sellers are products useful in their own right that have the television gimmick as an extra value.
Of course, some novelties prove ageless. To refute the adage that tv merchandise is effective only for the new crop of programs, Benson reports that his young daughter is wild about a red and yellow sweatshirt with a cape attached, immediately recognizable to tv regulars as the insignia (with proper colors) of Mighty Mouse. Interestingly, the program is older than the girl is.
In what was admittedly a farfetched invention by ABC's merchandisers, the name of Troy Donahue lent saleability to a line of teenager's cotton dresses because each bore a "Troy Donahue" tag that served to enter its owner in a date-Troy-Donahue contest. With less maneuvering, sweat socks bearing his name proved — to judge by teenage reaction — just plain sexy in their own right.
But the clothing trend includes
more than sweatshirts and socks. Pajamas are big this year and masquerade costumes and masks (thanks to the expected "Monster" craze) are expected to be. Even bliuses, pillows, towels, bandannas and cocktail napkins will be enlisted in promotional support of ABC-TV's Addams Family. In fact, one manufacturer is licensing fabric designs so that listeners can make whatever article of clothing they choose.
(3) While merchandisers have no intention of neglecting the toy and novelty fields, they've realized that publishing, too, offers a strong profit potential and has largely remained unplowed. This area is remunerative because, depending on the book, the network may get as much as 10 to 15 percent of the hardcover retail price, from 4 to 10 per cent on a paperback. Al
November 9, 1964
33
11