| Today's markets are crowded with an ever more diverse assortment of toys, gadgets, advertisements, and products. Brands fight uphill battles to distinguish themselves from a slew of competitors. In order to gain the spotlight and reach consumer markets (particularly the 18 to 25 market), modern companies employ unique and oddball merchandising strategies. In the old days, it was enough for a company to merchandise by selling toys, books, and artwork. However, simple "associative" merchandising mechanisms are no longer that psychologically effective, considering that most companies use them already to negligible effect. The new industry buzzword is "synergy." Merchandise must be tied in with programming at every level of a large company. Merchandising can enhance the image of a company, associate a brand with positive attributes, and affiliate a brand with other parent-company products. On the flip side, "over exposing" a product or line of merchandise can actually ruin a brand's street value. Early adopters, who are constantly looking for countercultural ephemera, may disregard brands which are perceived to be "selling out" to major corporations. Thus, companies which aim their merchandise to youth markets must engage in complicated advertising acrobatics. On the one hand, they need to gain as much support from the countercultural street as possible. On the other hand, they need to appeal to mainstream audiences to make bulk sales. The good news for collectors is that, when taken care of, quality merchandise appreciates in value over time. |
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