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'Peanuts' and pumpkins team on promotion

In recent years, a bevy of commodity marketers have sought to reach kids by branding products with popular television and movie characters. In keeping with that trend, pumpkin marketer Hinkle Produce in Cissna Park, IL, will offer growers and retailers the opportunity to market pumpkins using characters from the "Peanuts" comic strip and animated series.

Dan Hinkle, president of Hinkle Produce, said that the idea for the promotion was generated when representatives of United Media, which owns the "Peanuts" brand and license, showed an interest in his Pumpkin Patch bins on display at the United Produce Show last May in Chicago. Discussions between Mr. Hinkle and United Media ensued, and a long-term deal for the promotion was signed July 27.

One of the more famous story lines for the "Peanuts" series is that of "The Great Pumpkin," a mythical character that was rumored to reward kids who awaited his appearance in a pumpkin patch. In the series' animated Halloween special, "Peanuts" character Linus would eschew trick-or-treating and wait in vain for the appearance of "The Great Pumpkin," accompanied by a doubtful but lovestruck Sally Brown. "The Great Pumpkin" story line celebrates its 40th anniversary this year, making it an appropriate time for the promotion.

Mr. Hinkle said that the response from retailers thus far has been "phenomenal."

"It has been proven that retailers can increase sales by targeting kids, who are the shoppers of tomorrow," he said. "This is a unique tool to help market pumpkins, and we have received almost 100 percent acceptance from retailers about this promotion."

Mr. Hinkle said that there is no cost to retailers or growers to participate. They simply need to buy the Pumpkin Patch bins and the "Peanuts" stickers. International Paper and Georgia-Pacific are manufacturing the bins, and Flamingo Labels will produce the stickers.

The promotion runs nationwide, and Mr. Hinkle expects 10 million pumpkins to move as a result of the effort.

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