Marketing The marketing and merchandise plan’s main mission was to sell Sammy as a loveable character, since they are the main character of the story. The advertising and collateral would be marketed towards parents, while the merchandise would be marketed towards kids. Everything from bookmarks, sticker sheets, bedding, even to packaging for tie-in food products were conceptualized, inspired by memories of the Pokemon merchandise from Kimberly’s youth. Kids could bring a Sammy backpack to school with them, or cuddle up with a Sammy blanket for bedtime, or have a bowl of Sammy macaroni and cheese for dinner after a long day at school. Without a main character that children can get excited about, there’s not much to Sammy & Friends. Positive memories with Sammy in their childhood might help an LGBT child be more comfortable with their orientation or gender in the future. A straight child might think twice before judging LGBT children if they remind them of Sammy. The advertising is marketed towards adults because they’re the ones with the money and will be more likely to be making the decision to purchase the book. 34
35 Publizr Home