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Marketing Buzz 04/03

Promoting your toy store to singles; your outdoor advertising options

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This story appears in the April 2003 issue of Entrepreneur. Subscribe »

Toying With New Ideas

Sometimes, the tried and true doesn't work-just ask Edward Roberts, co-founder and CEO (chief excitement officer) of Zoinks!, a 7,700-square-foot toy store in Boston.

Instead of approaching traditional toy customers, Roberts, 34, and his partner, Thomas Brown, 35, decided to bring a new segment into their store: singles. Believing this market was underserved, the partners hosted a successful singles night during the 2002 Christmas season. It was promoted via a guerrilla campaign--students dressed in animal costumes on busy street corners. At the party, guests mingled amidst Lincoln Logs and trivia games-and they shopped.

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