MarCom Agency Helps Connecticut Manufacturer
Take New 'Critter Crafts' into Lucrative Toy Market

Retailers Rush to Market Fun, Do-It-Yourself, Plush Animal Kits

(NEWTOWN, Conn. - July 10, 2002) - Leverage Marketing Group, a Newtown-based marketing communications firm integrating business-to-business and consumer disciplines, has recently completed its initial phases of an interesting new product launch for Fairfield Processing Corp., a manufacturer of high-quality polyester filler and filtration products for various home and industrial uses.

"As a company traditionally known for craft-making and upholstery materials, Fairfield knew they had a bit of a challenge entering the lucrative but highly competitive plush toy market," comments Leverage president Mike Casale. "We agreed the solution was to market and deliver their ready-to-stuff animals in distinctive packaging that offered extraordinary sales opportunities to the retailer and unique, added value to the consumer."

Fairfield partnered with Leverage to refine and execute the value-added strategy - which includes a compelling keep-sake box called a Critter Carrier, and a new, innovative shipper and storage carton that also serves as a colorful display system and Clubhouse giveaway item (see photo) - all to deliver "a uniquely fulfilling experience for the consumer, and encourage full-line sell-in and high-volume sell-through for the retailer," says Casale.

These features are also highlighted in all channel advertising and sales literature the agency produced for Fairfield. The result? The new consumer line, which was first tested in February at the Toy Fair in New York and officially introduced in April at the Retail Merchandiser Store-Specific Show in Orlando, already is winning extensive chain acceptance in several categories, including Pharmacies, Mass Merchant, Craft, Toy, and Grocery stores. The cuddly critters had their public debut last week at Stew Leonard's in Danbury, Conn.

The uniquely designed Critter Craft shipper box - conceived by the Leverage Marketing Group - also serves as a storage unit and display center, as well as an attractive Clubhouse giveaway item. The Clubhouse, the Critter Carrier artwork and all promotional materials were designed by the agency.

"Customers just love Critter Crafts," says Chuck Waimon, chief operating officer at Fairfield Processing, "and the store executives are very excited about the tremendous sales opportunities they represent."

Fairfield Processing Corp. is headquartered in Danbury, Conn., with additional manufacturing and shipping sites in Brookfield and Newtown, plus two other locations out of state. Its industrial product lines include applications for clothing, upholstery, filtration and sound absorption, while its Poly-Fil® and Poly-Pellets® are well known to the wholesale and retail crafts supplies market. The company employs over 250 in Connecticut, Utah and Georgia.

Leverage Marketing Group currently services over a dozen accounts, including Cendant Mobility, Coca-Cola, The Finn Commerce and Technology Center, Sealed Air Corporation, Shaws and Unilock.