Monster High goes freaky & fabulous at retail
By Fairy Dharawat | June 13, 2013
Mattel along with DMS Retail Solutions, the agency recently launched attractive and larger than life experience zones for the fashion doll series'Monster High' at retail.
The new range of dolls are inspired by monster movies, sci-fi horror, and thriller fiction therefore distinguishing them from most fashion dolls. And the dolls include Frankie Stein, Clawdeen Wolf, Draculaura, Cleo de Nile, Lagoona Blue and Ghoulia Yelps. The aim for the DMS Pvt ltd team was to attract the target group of teenagers and have them indulge and engage with the brand at the retail space provided. The budget shared was an all inclusive including implementation at various Hamley's and Landmark stores across India. The stores were spread across west , north and south zone with a total of 11 units deployed with 6 in Hamleys and 5 in landmark. The intent was to provide emphasis on display and experience zone so that the shopper can hang out in the area.
The experience zone consisted of two pillars canopy, photo op, coffin, diorama ( show case units) and bat lamp. The units are primarily made in, sunboard and graphics with acrylic diorama and lamp. The company faced challenges to fit such a huge set up with an experience touch in the given budget and to implement the experience zone across all the stores in three days flat.
Mahesh Shinde, DMS Retail Solutions Pvt Ltd, Director says, "This concept has been one of the best concepts created by DMS. Though some cues were taken from international references, the sheer product range itself pushed us to do more on the ideation and design front. Though a few innovative ideas were dropped owing to the budget, the output nevertheless garnered a lot of attention at retail.â€