September 27, 2009

Selling Toys with Razor Blades

Let’s say you’re in charge of Play-Doh’s marketing account. The good news is that everyone knows what Play-Doh is. The bad news is that there’s a whole new generation of young parents who might think their kids are too cool to play with something that is so mainstream.

How can you get through to these hip, possibly tattooed parental units? By using reverse psychology! You market your totally safe, non-toxic toy in a way that makes it seem edgy and dangerous.

And so here it is: The only toy ad campaign I’ve ever seen that uses meat cleavers, and pills (!) to appeal to a demographic.

See, the idea is that kids can MAKE dangerous things that AREN'T actually dangerous. Ooh, it's a double-edged razor!

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