What’s In A Name – Ask The Zhu Zhu Pets
What is the importance of the product name in an advertising and marketing campaign? It's not an easy question to answer, but based on one currently popular product it does seem to have a significant impact on sales figures.
At the moment the Zhu Zhu pets are occupying eight out of the top ten places in the Amazon Toys and Games bestseller list. Zhu Zhu pets are a collection of furry little robotic hamsters - along with various toys and accessories - and equipped with artificial intelligence so that they can interact with both kids and their surroundings.
In addition to the hamsters themselves, there are a number of different environments and toys which children can set up in a variety of arrangements for their electronic pets. It's easy to see why kids in the target age group (4 to 10 years old) are going nuts for these toys. They are small, cute and furry. They make cute little noises. They interact with external stimuli and their hamster environments - tube, tracks and toys, can be disassembled, "redesigned" and then put back together in a variety of combinations.
There are plenty of plus points looking at these hamsters from the parents viewpoint as well. There's no requirement to feed and water robo hamsters, and no need to clean out their cage either. They don't need a sitter if you're going away for the weekend. The most onerous task is replacing a couple of AAA batteries every now and again.
So it's not a huge surprise that, despite only being launched in August, the Zhu Zhu Pets are a huge hit with both kids and their parents. If they keep selling at anything like the current level then they may even be this year's number one Christmas toy.
However, on the other side of the Atlantic, it's a slightly different story. In the UK, Zhu Zhu pets are still being marketed under their old name of Go Go Hamsters. Even although the prices are very much lower, they aren't enjoying anything like the same level of sales as are currently being seen in the USA.
Cepia, the company who market the Zhu Zhu hamsters in the USA, have done a great job of rebranding and promoting these toys. After a successful local test launch in the Phoenix area, these toys have been flying off the shelves since their national launch in August. Prices are starting to edge upwards as demand outstrips supply. In fact, as long as stocks hold out, it really is difficult to imagine what toy might displace these for the coveted Christmas number one slot.
Harold Peterson - Find out all about the Zhu Zhu Hamsters and where you can still find them.
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