Ten years ago when the Rescue Heroes line was launched the teamwork concept had just started taking root and remains viable even in a society as individualistic as ours. Five years ago the term teamwork remained an effective marketing tool. Moreover, the types of occupations symbolized by the Rescue Heroes are team-oriented and do impart positive social values. Therefore, Fisher Price has successfully leveraged a key social value and used it to sell their products.
I would not change the Fisher Price approach. However, Fisher Price could expand the product line to include modular play stations. These play stations would allow for children to truly amass a team of Rescue Heroes and play with their friends. The Rescue Heroes should ideally include non-white and female models. Currently, all models are white males. Blatant gender and ethnic stereotyping hurts the product line and goes against the concept of teamwork the company is trying to...
These are solid categories with room for new models within each. Consumers who favor a certain category feel like the products "speak to them." Periodic updates to the product line has ensured renewed interest in the Action Hero products, reducing fatigue and inviting multiple purchases within the same line.
However successful the line has been, a Fisher Price marketing team should undertake periodic research to update its slogans and its core concepts. Each Action Hero should have its own voice and personality as well as its own name and occupation. Including non-white and female figures would help achieve this goal.
Works Cited
Fisher Price Toys: Rescue Heroes." Retrieved Mar 14, 2007 at http://www.fisher-price.com/us/rescueheroes/default_flash.asp
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