Our second place winner managed to get the most out of two very different display windows -- a smaller front-facing window, which contained an eye-catching Spider-Man display and a larger walk-in window that is on the customers left as they enter the store's recessed doorway. The folks at Bookery Fantasy made excellent use of POP materials from different industries (Dr. Pepper & Pepsi standees) and also managed to include a wide array of the best-selling Spider-Man and Star Wars products.
The Store
Located in Fairborn, Ohio, Bookery Fantasy is one of the largest specialty entertainment retailers in the Midwest, offering a wide selection of Modern, Bronze, Silver, and Golden Age comics, trade paperbacks, collection protection supplies, and low-priced back issues. Gamers love to browse our large assortment of RPGs, CCGs, dice, miniatures, and painting supplies, and play in one of our leagues or tournaments. Buyers looking for the latest DC Direct, Sideshow Toys, McFarlane figures, or imports like Zoids, are blown away by their prices and selection, but not as much as collectors seeking old Transformers, GI Joes, Star Trek and Star Wars toys.
The Display(s)
Two window displays were erected - one featuring a Spider-Man theme and the other dedicated to Star Wars: Episode II - Attack of the Clones. The central window is a highly visible area for making displays, though the small size (4' x 3' x 3') makes for a challenge. New employee Khalid Smith rose to the challenge, putting together a display starring his favorite friendly neighborhood wall-crawler. Incorporating action figures, comics, a Monopoly game, and Marvel HeroClix figures, Khalid focused on the basics: Spider-Man, standing tall on a rooftop; the hero versus his arch-nemesis, Green Goblin; webs; and more webs. The backdrop was patterned after Spidey's costume and symbol but, at the last minute, it was replaced with a large standee from a Dr. Pepper display. The large, walk-in window was a natural for the Star Wars: Episode II window display: it was the only space tall enough to display the Pepsi standees from Episode I! Utilizing books, toys, promotional materials, and even a rolling R2-D2 cooler, this display highlights Mace Windu and hints at things to come (Darth Vader peers out from behind one display, for instance). The autographed picture of an older Boba Fett (Jeremy Bullock) and connects Episode II continuity with the later Star Wars films. Note the Episode I hat on Mace Windu's head, and a Bookery Fantasy business card on R2's dome.
The Results
Like most of our window displays, we labor over getting just the right mix of products, organizing them in the most creative ways, and designing eye-catching (and sometimes humorous) arrangements. Invariably, within hours of finishing, someone requests something out of the display. Sales are up on all things Spider-Man and Star Wars, but it is doubtful our displays alone can account for this (isn't there a movie or two playing real soon?). Customers frequently comment on the windows, and visitors Saturday, May 4 (Free Comic Book Day) were very impressed by the displays, especially the Spider-Man exhibit.
Click here to see the First Prize Winner--Silver Snail in Toronto, Ontario.
Click here to see the Third Prize Winner--Wade's Comic Madness in Levittown, Pennsylvania.
Once again the staff here at ICv2 would like to thank all the retailers who participated in our contest, and our sponsors -- Topps, Wiz Kids, and Diamond, and prize sponsors Dark Horse and Ballantine Books.
This display contest is part of our big May Movie Moolah promotion. We're currently in May Movie Moolah Episode II. Click here to read all about it.
Click here for the first prize listing, worth over $2400.
Click here for the second prize listing, worth over $1,000.
hird prize listing, worth over $600.
We did a number of stories on merchandising movies as part of our promotion. Here's some of our coverage:
We talked to two retailers in different parts of the country about how they merchandised entertainment trading cards. Find out how they do it in 'Merchandising Entertainment Cards'
For an enlightening interview with Long Beach retailer Darin Erickson on how he successfully sells movie merchandise in spite of competition from a nearby discount store see 'Moving Movie Merchandise, Part I'
Len Katz of The Joker's Child in Fairlawn, New Jersey gave us his strategies for selling movie-based merchandise in 'Moving Movie Merchandise, Part II'
For an overview of the movie merchandising business see 'Navigating the Movie Merchandise Minefield.'
For a look at the 2002 movies, and which ones might be merchandising powerhouses see 'Best in Shows -- 2002'
For an overview of the entire May Movie Moolah promotion, see 'Retailers, It's May Movie Moolah!'
