Tuesday, July 21, 2009

Vintage Mego Ad from the pages of Starlog

click on the ad for a bigger view Click on the ad for a larger view

New to the MegoMuseum Ad Archive is this wonderful ad from Starlog Magazine circa 1985, over the years I've heard many folks mention this ad as being the thing that drew them back to Mego in their adult life. The company is no long called "Planet Earth" but they are still in business.
I ordered a Frankenstein from this ad, I had never seen one before and had to have it. The Spider-Man figures in this ad were actually the very rare Canadian Parkdale Novelty cards.

Check out the MegoMuseum Library for hours of Mego browsing.

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Wednesday, July 15, 2009

The Mego Superheroes Down Under

New to the MegoMuseum Ad Archive is this rare Australian Magazine Ad for Toltoys (the down under distributer) who took the 1973 Mego Superheroes Catalog page and made it their own! Click on the image to see a bigger version.
Many thanks to Catherine AKA "SlipperyLilSuckers" for bringing this to our attention!

Check out the MegoMuseum Library for hours of Mego browsing.

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Tuesday, July 07, 2009

Monkey Around With These.....

Terrific Mego Ad from Marvel's "Planet of the Apes Magazine" Issue #4. For more Mego Advertising and Articles, check out our Ad Archive at the Mego Library.

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Tuesday, July 15, 2008

1976 Mego TV Promotion Schedule!

Olmo Giovannini sent in this wonderful piece of Mego history today for the Megomuseum ad archive today, the advertising Budget.

As you can see the really big money was on the Mego Star Trek Line with almost five times the budget that than the World's Greatest Superheroes. I don't ever recall seeing a commerical for the One Million BC line however...

Eight point three million bought a lof quality airtime across the country in 1976.

It's a shame this doesn't list the cartoons Mego advertised on but the local markets is cool too. Click here to see a listing of cartoons with commercials from 1977.

World's Greatest Superheroes commercials ran year round according to this chart, whereas most of the other lines such as The Waltons would only see advertising in the fall/winter months..

You won't want to miss the Megomuseum this Friday, we'll be unveiling a really big thing. Trust me on this, it's very cool.

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Friday, April 25, 2008

Concentration Strategy Scores Gains for Mego

(February 1974) NEW YORK-A switch to a "concentration" television advertising strategy scored gains for Mego Corp. and its customers in 1973.

The change involved Mego's spending less for TV than the year before, but-achieving greater in-depth impact in selected key markets. As a result Mego returned to the black, three of its products appeared on the Toy Hit Parade during the year, and its customers are said to have had a highly successful year with the line.
The concentration strategy was developed with the aid of Ed Libov Associates, New York, a full service broadcast advertising agency that specializes in spot TV for consumer products and retail chains.

It involved cutting the number of markets on Mego's media schedule from 69 to the 23 that account for the "lion's share" of sales; shortening the campaign from 24 weeks to 16, and positioning each spot on the schedule in order to better reach the key target audience.

'You Can Control Position'
"There's a myth among spot TV advertisers that you can't control position if you get a bargain on the air time," says Libov. "The fact is, you can. And if your resources are limited, you must."
The key to positioning the Mego spots, he says, was to combine "early fringe" and "prime-access" time with children's A.M. time, heavily weighted toward "early fringe," when most school-age children are watching.
The target audience for Mego mer chandise, Libov notes, is the "plus five to nine-year-old, who's in school during most of the children's time. 'Early fringe' and 'prime-access' may appear to cost more, but the impression on the target audience actually is more effective. "
The schedule also used network TV time to reach those markets not covered by spots.

Sales-to-Ad Ratio Doubles The new approach led to increases in Mego's sales and profits, and its sales-to-advertising ratio nearly doubled, according to Neil B. Saul, vice president of marketing. Three Mego products, Dinah Mite, Lainie and World's Greatest Super Heroes, became best sellers.
Until 1971 Mego had largely been known as a supplier of imported toys and dolls in the 88 cents class, and its promotional strategy had been built around that fact. That year the company introduced Action Jackson, an action doll in the $2 to $3 class, and backed it-with a $2 million "shotgun" TV campaign. The following year Mego added many Action Jackson tie-in items, and planned to repeat the same kind of TV approach.
"We tried too many things at once," Saul concedes. "Too drastic a change in company identity, too many new products at once, and too much of the wrong kind of TV." Bearing him out was the company's track record for the year-a loss, a poor sales-to-advertising ratio and spotty retailer success.

Late in 1972, with Ed Libov's aid, Mego adopted a new strategy of extreme selectivity in marketing and new product introductions and concentration in its advertising. While the planning was begun in '72, it bore fruit in 1973.

"We began with the conclusion that Mego is Mego and not Mattel," Saul states. "The line, however good, was small, distribution was limited, and obviously so were the funds available for advertising."

"Rather than try to outgun the big names in the TV toy business," he continues, "we instead settled on the more modest, but more realistic, goal of supporting the customers we had with TV advertising, and making sure the line was profitable for us and our retailers. "

"We'll be advertising more in '74," Saul says, "but we'll retain the concentration strategy and possibly refine it still further.

Neal Saul left Mego for Azrak-Hamway/Remco in 1975. For more vintage mego articles please visit the MegoMuseum Ad Archive.

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Thursday, March 13, 2008

New! Captain America with Fly Away Action

Fly A Way Captain America

New to the Mego Museum Ad Archive is this 1980 Toy Fair Flier for the Mego 12" Captain America figure. No mention of the giant head though....

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Wednesday, February 27, 2008

Make Mine Marvel Mego

mego marvel merchandising click for a larger view

This new addition to the Mego Ad Archive is a 1980 advertisement for licensing Marvel comics characters the piece features examples from many toy companies including Milton bradley, Empire, funstuff, Remco and of course Mego World's Greatest Superheroes.

mego marvel merchandising click for a larger view

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Tuesday, February 26, 2008

Mego Star Trek for 1980

This new addition to the Mego Ad Archive from 1980 demonstrates just how much effort Mego Corp. put into merchandising Star Trek: The Motion Picture. Sadly the film's more adult themes didn't translate into toy sales with much of this line seeing little to no distribution in the United States.

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Tuesday, December 18, 2007

Circus World Store 1976

During the holiday season, it's not hard to remember the long gone retailers of yesterday and we've added a real memory jog to the Mego ad archive today. It's a mall Circus World store and if you look hard, you might see something familiar in the window.

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Friday, November 16, 2007

Get it at the Superhero Shop

mego superheroes

A bit of toy insider history today with this staged toy store shot from Licensing Corporation of America (LCA) who in 1977 handled the DC comics Superheroes. This four page ad, meant to entice toy manufacturers into licensing the heroes, shows the top licensors at the time which means lots of Mego product in the mix.

Check out the MegoMuseum Ad Archive for more toy insider information on the World's Greatest Toy Company and stay tuned to this blog for a big announcement!

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