Situation
In the face of rising competition and a sales volume plateau, Klutz had to redefine and defend their unique position as the pioneer and leading publisher of children’s “activity” books with over 25 years of market success. These books were frequently considered and purchased by customers when child development, learning and “hands-on” activities were primary considerations for promoting individualism, creativity and tactile sensory experiences. To address the market challenge and expand revenue opportunity for their retail channel, Klutz was introducing a new product line, Chicken Socks, designed to meet the special learning needs and developing skills of young children (age 4-8). The new activity books incorporated the Klutz heritage of high quality content, illustration, production, and integrated activity components that Klutz was know for. The new product line was to be launched prior to the critical holiday ordering season.

Objectives
Introduce new Chicken Socks activity books to both retail channel partners as well as parents and child care giver prospects. Highlight how this new line addresses the specialized needs of early age children. Create market acceptance and momentum with prospects and distribution channel. Drive inquiry and ordering through Klutz sales force and web site.

Strategy
For retailers, promote the opportunity for increased revenue and expanded relationships with new and existing customers. Educate book retailer management about the specific features and benefits of the Chicken Socks product line while reinforcing the core qualities that differentiate Klutz “activity books” from other publishers. Develop a disarming, spontaneous and slightly irreverent brand position and character that will translate into an integrated communications campaign for both the retail channel and child care giver prospects.

Results
First year sales exceeded projections by 35%. Over 2 million titles have shipped and the product line has consistently expanded for over 2 years. New mass merchant retailers were added to the channel including Target. The success of the launch increased interest in the brand and raised order frequency and volume with retailers.