Sharper Image uses first TV ads to push own 'toys.'

Cuneo, Alice Z.
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p33
Trade Publication
This article reports on the launch of an advertising campaign created for the Sharper Image, the chain built on a toys-for-boys positioning, in the U.S. in 1999. Emboldened by a successful sales season in 1998 for its popular Weebots electronic pets, Sharper Image is following up with another in-house design, the Q Ball. When shaken, the Q Ball offers 140 different mystic answers in 20 voices to the person using it. Spending on the effort, which includes radio, is estimated at $5.5 million. Each television commercial will run on targeted programming. In one commercial, a group of teenagers pass the Q Ball around while dancing. In another, an executive pondering a decision on the phone at work shakes the Q Ball to get the answer. In the third execution, a Q Ball left on a kitchen counter is picked up by one family member after another seeking answers to everyday questions.


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