Finding the Joy of ‘Toy’2 Nov, 2010 By: John Latchem
Toy Story 3 dominated retailers upon its debut on DVD and Blu-ray Nov. 2. The top box office earner of 2010 inspired stores to set up huge displays of “Toy Story” merchandise that went beyond just putting the discs on shelves.
Target, for example, devoted two whole pages of its weekly ad circular to herald the arrival of Toy Story 3. In addition to its exclusive combo-pack edition that comes in a Buzz Lightyear toy, Target heavily promoted “Toy Story” dolls, shirts, games and more on sale.
Walmart pursued a similar strategy, going the extra step of setting up Toy Story 3 DVD displays in the toy aisle next to the “Toy Story” section (to get the Blu-ray, however, customers still needed to go to the electronics section). Walmart’s special deluxe-edition DVD of Toy Story 3 includes a digital copy, six Pixar shorts and the “Cars” toon Tokyo Mater.
Even Best Buy got into the toy mood, selling a plush pack of Toy Story 3 characters at $17.99, but with a $5 savings when purchased with a copy of the Toy Story 3 Blu-ray.