Ashley gets a cat
Company ties promotions to new Garfield movie
By Larry Thomas -- Furniture Today, April 4, 2004
ARCADIA, Wis. — Ashley is teaming up with Garfield to help promote the fat, lazy cat's motion picture debut in June.
The furniture maker has signed a licensing agreement with movie studio 20th Century Fox that allows Ashley to link an array of promotions with the June 11 premiere.
Kerry Lebensburger, president of Ashley's upholstery division, said most of the promotions will be tied in with the company's recliner and youth furniture business, but other products could be used as well.
The effort will be highlighted by a consumer sweepstakes that gives the grand prize winner a trip to Hollywood to see the premiere. Similar trips also will be awarded to retail sales associates, Lebensburger said.
In addition, a number of retailers will conduct drawings for tickets to the movie premiere at their local theater.
"Dealer response to this has been absolutely incredible," Lebensburger said.
He said Ashley has developed an array of television spots, direct mail circulars and point-of-sale pieces to back the effort. In addition, participating dealers can order a promotional package that includes stuffed Garfield toys and other Garfield novelty items that can be used for in-store displays or as consumer giveaways.
The point-of-sale posters include a reproduction of a cartoon strip that Garfield creator Jim Davis drew especially for Ashley. In the strip, the cat tests an Ashley recliner and concludes that it has great value, style and comfort.
The live action movie features actor and comedian Bill Murray as the voice of Garfield. Breckin Meyer stars as Garfield's owner, Jon Arbuckle, and Jennifer Love Hewitt portrays Liz Wilson, Garfield's veterinarian.
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