viewmaster marketing

[P3D Gabriel Jacob <jacob@xxxxxxxxxxxxxx>]

Marvin Jones writes

>The cost and effort of distributing one product in an entirely different
>manner and to an entirely different audience than all of their other 
>products would be prohibitive, especially since the adult market 
>View-Master reels would probably not be too much larger than the active
>membership of this list.


A few people have commented that Tyco is a toy company and targeting
the adult market would require substantial resources. That is 
a problem, but its due to their shortsightedness that they are in 
poor financial shape and can't afford this marketing drive. They
have cut back on their European operations recently and are
restructering in the US. Its true that the V-M is only one "toy"
from their product line but I want to add one more reason why
they don't go after the adult line. I think they don't know
that it can be an adult toy. After all it is a toy company.
Also we know that it can be an adult product and the people 
that worked at GAF and other previous companies knew it, but
I think the people at Tyco don't know it! Yea sure they make
the occasional adult 3d reel but I would bet most of them were
made with outside companies or individuals approaching Tyco and
not the other way around and they view this as some adults playing
with children toys. We have to realize these people working on
the V-M line are not the same people that worked on it before.
So they don't realize the history of the V-M. I think most of us
have experienced dealing with companies and realized we know more
about their product than they do. I think its because for most 
people working at these companies, for them its just a job and 
not a love of the product as a hobbyist. Sure its true that we
are a bit biased as we all are 3d enthustiasts but its people 
like us that can see beyond and the potential of the V-M. So
I think we should educate Tyco at its possiblities.
So after we educate them on their product, the fincancial 
resourses to market the V-M as adult product (and still as
a childrens toy as Bob Stern states) should not be
a problem. They can form alliances with other companies or
film companies as John Bercovitz mentioned, and they are actually
doing this but not with the V-M yet :-(. If you check the Kodak
site at 
http://www.kodak.com/aboutKodak/corpInfo/pressReleases/pr950620-2.shtml
you will see that they are working together with them to produce a line
of children toys still, (hard to get Tyco off the child mentality) but
at least they are working with an "adult" company. Thats a start.

Here is an excerpt of one of the toys they are working together on.

>KODAK FOR KIDS Camera FX System

>The Kodak for Kids camera FX system allows children to create special 
>effects, similar to those captured by professional photographers. The
>set Kodak for Kids products includes an easy-to-load 110 camera designed
>by Kodak, as well as an attachment that produces special effects: a hex
>filter lens for multi-image effects, a star filter to produce starburst
>effects, a center spot lens for a "softening" effect around the central
>image and a triple image lens. The Kodak for Kids camera FX system comes
>complete with a roll of KODAK GOLD 110 film. The camera operates on two
>`AAA' batteries (not included) and will be available this fall for an
>approximate retail price of $25.00.

Now to me this looks interesting. Maybe it could be converted to take 3d! 

For anyone that is interested here is an excerpt from a web
site with their financial situation at Tyco. Check out the
site for the dollar figures.

>Tyco Toys reports 1995 results 
>
>MT. LAUREL, N.J. -- Feb. 8, 1996 -- Tyco Toys Inc. (NYSE: TTI) today 
>reported Net Sales of $709,109,000 for the year ended December 31, 1995,
>compared to $753,098,000 for 1994. The Net Loss for 1995 was $30,429,000
>($.87 per share) after restructuring charges of $8,900,000 compared to a
>Net Loss of $35,130,000 ($1.01 per share) after a $4,700,000 special 
>charge in 1994.  
>
>For the Fourth Quarter ended December 31, 1995, the Company reported Net
>Sales of $215,072,000 compared to $246,768,000 for the same period in 1994.
>The Net Loss for the Fourth Quarter was $18,089,000 ($.52 per share) after
>a $4,000,000 ($.12 per share) restructuring charge for closing certain
>International facilities compared to a Net Loss of $13,484,000 ($.39 per share)
>in 1994. 
>
>Gary Baughman, President and Chief Executive Officer, said "Modestly higher 
>Sales in the U.S. in the Fourth Quarter and Full Year were more than offset
>by sharply lower Sales in the Company's International and Preschool units. 
>Results were affected by the difficult retail climate worldwide, extensive
>restructuring, and the discontinuing of action figure toys and other 
>unprofitable product lines." 
>
>Mr. Baughman continued, "Net Sales and Operating Profit in the U.S. business
>unit benefitted in 1995 from strong sell-through at retail of core brands such
>as Radio Control and Matchbox(R) and the successful introduction of new 
>products such as Doodle Bear(TM) and Magna Doodle(R) 3-in-1 Play Center.
>In addition, our domestic operations were favorably impacted by streamlined
>operations and lower overhead. 
>
>Mr. Baughman noted, "While the aggressive restructuring of the Company's
>International and Preschool units negatively impacted sales and operating
>results in 1995, we expect these actions will generate substantial savings
>and improved results beginning in 1996." 
>
>Mr. Baughman also noted that despite the net loss for the year, the Company's
>positive cash flow from operations during 1995, partially attributable to
>lower inventories, resulted in a $17 million reduction in short-term debt. 
>
>Mr. Baughman added, "We are encouraged by the very positive reaction to our
>1996 product line at the recently concluded European Toy Fairs and anticipate
>similar strong reception to the line at next week's American International
>Toy Fair." 
>
>Tyco Toys, the third largest U.S. toy manufacturer, markets a broad range of
>products worldwide, including a wide variety of Sesame Street(R) preschool
>toys, Tyco(R) radio control vehicles, View-Master(R) 3-D viewers, Magna 
>Doodle(R) drawing toys and Matchbox(R) diecast vehicles and playsets.
>
>(They then include financial figures and lastly give a contact at Tyco)
>
>CONTACT: Tyco Toys Inc., Bruce Maguire, 609/840-1384

John Bercovitz writes

>Of course V-M is limited somewhat by its small format and
>the resolution of current color transparency film.  Maybe 
>they should try to find a really high-resolution low-grain
>film to do their reels with.  In fact Realist format is a
>little limited by film.  You have to go clear up to medium
>format stereo to get away from film limitations.  

Don't worry, if Tyco doesn't wake up, Wrebbit will take care
of it with their 35mm panoramic 3Discover.
Incidentally Wrebbit sees an opportunity with 3d and the adult
market. Their promotional material targetted to dealers shows
a picture with an attractive floor display with different colorful
headers available. Each display contains 16 viewer packages and 60
cassettes in single packs. The dimensions of the floor display
is 21 1/4" wide by 14 1/4" depth by 72" height. They mention a 
counter display will also be available.

CLIFFORD L DAVIS writes

>I think the reason why Tyco's View Master is considered a toy is because
>of the color, packaging and design!
>If they changed the color back to the original color which was
>brown.......

How about also associating the V-M with the 90's virtual reality bandwagon.

CLIFFORD L DAVIS writes

>Have there ever been any adult, x rated reels for the View Master?
>From Tyco or otherwise?-Cliff

Yes there have been. I have never seen them personally but I don't think
they were from Tyco! The ones I remeber reading about were either Italian
or had Italian nudes in them. Other than that I have never heard of any others
but I must imagine there has to have been. 3rd parties have made reels on
almost an subject imaginable from children themes to technical presentations
for the scientific community.(hear that Tyco) So nudes yea sure that would
be one of the first things that would be thought of. But try finding them.
I did not have much luck. That brings to mind another way Tyco can bring
interest to the V-M. Make more 3d nudes. I know they would not want to
associate their name with adult material like that but they could start 
a subsidary like Disney did a few years back when they wanted to get 
into the adult market. Maybe they can team up with Playboy magazine and
help each other. Playboy could offer a free adult material reel in their
magazine each month. That would surely pick up sales in their magazine
circulation and help Tyco.

CLIFFORD L DAVIS writes

>Can somebody give me Tyco's  mailing address, e-mail address or phone #
>I've got to get in touch with them...

1 Tyco Toys Inc., Bruce Maguire, 609/840-1384
2 Tyco Toys...1990 S Bundy Dr...Los Angeles, CA 90025-5240
  Phone: (310)826-8633
3 Tyco Toys...2211 Corinth Ave...Los Angeles, CA 90064-1650
  Phone: (310)479-8899
4 Tyco Industries...3420 Norman Berry Dr...Hapeville, GA 30354-1324
  Phone: (404)763-0053
5 Tyco Industries...2050 N Stemmons Fwy...Dallas, TX 75258-9997
  Phone: (214)749-0140
6 Tyco Industries Inc...6000 Midlantic Dr...Mount Laurel, NJ 08054-1516
  Phone: (609)234-7400

Note I am not sure what division or relation the first 5 phone numbers are
but #6 is the phone number of the address on their V-M reels and projector.
 

Lastly I would like to mention there is a nice site on the web related to
viewmaster. They sell a few viewmaster reels and viewers but the nice
thing about this site is that they have a swap area where you can email
questions and trade V-M stuff thru the web. The site is located at
http://www.circa.com/viewmaster/index.html
I remeber reading it was associated with Tyco but checked recently but
cannot find it now. Maybe some of the more knowlegable viewmaster
collectors can verify this.

3der's do it stereoscopically
Gabriel
jacob@xxxxxxxxxxxxxx

 


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