You know, no one is a bigger fan of pop-up retail them I am. Long before it was hip & cool, I was running a company called Location Based Branding, where I worked with companies like the WWE, Sports Illustrated and Baywatch to help bring the power of the themed entertainment experience to corporate America. I started the Northeast chapter of the Themed Entertainment Association because I thought brands represented the next frontier for the creative folks who built theme parks. So I get the whole idea of creating pop-up experiences and I really believe that they will continue to help brands of all kinds engage their audiences.
But this one, I haven't really liked since I first heard about it. Not because I don't think the Teletubbies could be the basis for a cool experience, but because I didn't think they had the right strategy behind it. As I've written about before, Teletubbies just doesn't seem to have the cult status that other kids shows have (like SpongeBob) nor is it kitschy enough like the sing-along Sound of Music. In fact, while I know that it's wildly popular with its toddler audience, most adults I know can't stand it. Kinda' like Barney.
And I've thought that creating an experience for Teletubbies and aiming it at older folks just didn't seem to be right. Kids love them, so why not creating a really engaging experience for toddlers and let the parents be there for their kids. I've done children's theatre for years and I know you can create content for the kids that the adults will enjoy as well.
But this space didn't seem to really look appealing for either audience. It didn't seem to be a cool place for kids to play. I didn't really see any activities for kids at all. And, it didn't grab me as an adult either. And yea, I know that I'm way old. But I act a lot like a kid -- just ask my wife.
Now, I was there at 4:30 on a Thursday afternoon, but I didn't move people out of the way to take these pictures. Outside of three staff people, there was only one other person there, although she did make a purchase. I'll try to go back at least one more time to see if it picks up at all.
And, I do have to comment on the location. Sure, they probably had a good laugh thinking about it being in the West Village after Jerry Falwell complained about one of the Teletubbies being gay, but really, not the right location. I think it's too much of an inside joke, a little too wink, wink.
I thought the space looked great and the staff was excellent. I just think that they got too off target, trying to be all hip & cool. They should've really had faith in their ability to attract their real audience. I think it should've been on the West Side, where they have lots of kids just waiting to be entertained by the Teletubbies.
If anyone else has been to the store, let me know your thoughts. I'm especially interested in an opposing opinion, so please leave your comments.
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