Smurfs to promote furniture this summer
Clint Engel -- Furniture Today, April 15, 2013
NORCROSS, Ga. — Imagine Advertising and Sony Pictures Animation aim to liven up the back-to-school season for furniture retailers with a youth bedroom promotion tied to "The Smurfs 2" movie release this summer.
The promotion, called "Paint Your Town Blue This Summer," features television spots, print materials, gifts with purchase and online marketing materials. It will be offered first during the High Point Market to Ashley Furniture dealers carrying the iKidz Rooms line.
After market, the promotion will open up to other furniture retailers on a first-come basis if their markets are still available, said Flora Stopher, Imagine's owner.
The cost is $249 for a dealer's first and second store and then $90 per store after that. Participating retailers will be required to promote the event through print and television advertising and online.
"We think that the furniture industry is in need of some advertising that is new, exciting and fun, and this franchise is a proven winner with moms, kids and entire families," Stopher said in a release.
According to Imagine's marketing materials, the original "The Smurfs" movie was in the top 10 grossing films worldwide in 2011 with box office sales of $560 million.
Stopher said Imagine was looking for a big promotional idea for the back-to-school season - July 15 through Sept. 3 - and when she became aware "The Smurfs 2" was being released July 31, she reached out to Sony.
Sony is teaming with Imagine to co-produce two branded television spots, and Ashley will be featuring the promotion in its iKidz Rooms space within its International Home Furnishings Center showroom, H-900.
In its presentation, Imagine will be suggesting incentives ideas for retailers, including offering an extra 15% off a youth bedroom purchase to consumers who bring in two ticket stubs from the movie, and gift-with purchase items, including Smurf-themed lunch bags, plush toys and DVDs.