Give me back my rocking horse
Toys I SFLB has placed an unsentimental Christmas movie for Franz Carl Weber under the tree.
Spielzeug I SFLB has put an unsentimental Christmas film under the tree for Franz Carl Weber For generations of children, the excitement of Christmas was heralded when the postman brought the catalog in the first dark days of November. Not just any catalog - but the special one that came directly from the Christ Child for the kids back then. However, they didn't say "kids" back then - and so this catalog didn't have to be so cool and mega modern. Times have changed. The catalogs from the Christkind have become brochures from the DM specialists. And Spillmann (nomen est omen), Felser and Leo Burnett have turned the kitschy catalog into a kid-friendly animated commercial.
This new positioning is also necessary because Franz Carl Weber's former 50 stores have dwindled to just nine children's stores. When Denner tried to save the chain, the flagship store on Zurich's Bahnhofstrasse was renamed Kids Town. Even this did not bring the chain in line with the modern child. Sales have plummeted.
It was with real regret - "emotionally, the sale hurts me a lot" - that Denner boss Philippe Gaydoul sold his toy, which was no longer loved by others, to the French Lutendo Group on September 1, 2006.
Now the rocking horse is to be seen more again in Switzerland. Lutendo is the European market leader in the specialist toy trade with annual sales of 350 million euros and wants to revive the flagging Franz Carl Weber brand. The store network in Switzerland is to be doubled to 40 by 2010, and the retail space is to be increased from 400 to 1500 square meters.
New image with a techno songThere was a nostalgic anniversary catalog this year to mark the 125th anniversary of Franz Carl Weber. In it, the beautiful Christmas carol is sung: Franz Carl Weber Zurich is paradise for children and all those who have remained so. Nowhere else in Switzerland is there a greater selection of toys.
Spillmann, Felser, Leo Burnett set this song to music in a slightly cooler way. The modern arrangement of the song "Ihr Kinderlein kommet" is sung by the toys themselves in a cheeky and absolutely contemporary TV commercial for the agency. Each toy provides a sound: the station bell, the xylophone, the cash register, a locomotive and a Tamagotchi, for example, provide the high notes, a squeaky duck, a frog or an Indian the low notes, a truck, an elephant or an ocean liner the low notes. The TV commercial has been running on Tele Züri since November 16.
The commercial is an advertisement for Franz Carl Weber. But it also makes it clear that toys have also changed. More and more toys are being bought from electronics discounters. In the traditional sector, Manor and Migros are the market leaders ahead of Franz Carl Weber. It will be interesting to see what Lutendo's offensive will change here.
Founded in 1977, Lutendo has been expanding abroad since 2002. There are to be 100 stores throughout Europe within five years. In France, there will be 400 toy stores and 100 baby stores.
Andreas Panzeri
This new positioning is also necessary because Franz Carl Weber's former 50 stores have dwindled to just nine children's stores. When Denner tried to save the chain, the flagship store on Zurich's Bahnhofstrasse was renamed Kids Town. Even this did not bring the chain in line with the modern child. Sales have plummeted.
It was with real regret - "emotionally, the sale hurts me a lot" - that Denner boss Philippe Gaydoul sold his toy, which was no longer loved by others, to the French Lutendo Group on September 1, 2006.
Now the rocking horse is to be seen more again in Switzerland. Lutendo is the European market leader in the specialist toy trade with annual sales of 350 million euros and wants to revive the flagging Franz Carl Weber brand. The store network in Switzerland is to be doubled to 40 by 2010, and the retail space is to be increased from 400 to 1500 square meters.
New image with a techno songThere was a nostalgic anniversary catalog this year to mark the 125th anniversary of Franz Carl Weber. In it, the beautiful Christmas carol is sung: Franz Carl Weber Zurich is paradise for children and all those who have remained so. Nowhere else in Switzerland is there a greater selection of toys.
Spillmann, Felser, Leo Burnett set this song to music in a slightly cooler way. The modern arrangement of the song "Ihr Kinderlein kommet" is sung by the toys themselves in a cheeky and absolutely contemporary TV commercial for the agency. Each toy provides a sound: the station bell, the xylophone, the cash register, a locomotive and a Tamagotchi, for example, provide the high notes, a squeaky duck, a frog or an Indian the low notes, a truck, an elephant or an ocean liner the low notes. The TV commercial has been running on Tele Züri since November 16.
The commercial is an advertisement for Franz Carl Weber. But it also makes it clear that toys have also changed. More and more toys are being bought from electronics discounters. In the traditional sector, Manor and Migros are the market leaders ahead of Franz Carl Weber. It will be interesting to see what Lutendo's offensive will change here.
Founded in 1977, Lutendo has been expanding abroad since 2002. There are to be 100 stores throughout Europe within five years. In France, there will be 400 toy stores and 100 baby stores.
Andreas Panzeri
