Poke Marts at Sears latch onto hot trend

Cuneo, Alice Z.; Friedman, Wayne
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p62
Trade Publication
This article reports on the plan of Sears, Roebuck & Co. to open Poke Marts in all of its stores in the U.S. in time with the November 12, 1999 release of Pokemon: The First Movie. The 855 stores will sell video games, apparel and toys. As part of the two-week promotion, customers buying $25 or more in the children's department will qualify to purchase one of a series of Pokemon T-shirts packaged in a Pokeball for $7.99. Each of the four shirts feature a different set of Pokemon characters, ending with the newest character, Mew. Sears expects to sell 600,000 of the shirts. Two television spots backing the promotion show a Pokemon flying through a schoolyard, rounding up children and leading them to Sears. Targeted at children age 6 to 13, the spots will run on Kids WB, as well as cable networks such as Nickelodeon, the Cartoon Network and Family Channel. Print efforts in Sunday newspaper circulars and Sears direct mail pieces will also promote Poke Mart.


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