Once considered a Pokemon-level fad, Lyrick Studios' Barney & Friends quietly turned into an evergreen property in the late 1990s. But such staples of the pre-school market face a constant flood of new competition from such heavyweight contenders as Walt Disney Co. and Nickelodeon. 

To distinguish its direct-to-video release of Barney's Let's Play School last summer, Richardson, TX-based Lyrick teamed with the nation's largest retailer, Wal-Mart. 

Barney doesn't need any introduction to children. The series launched in 1988 and has remained one of the top-rated pre-school shows - commercial or non-commercial - since its debut on PBS in 1992. Lyrick has sold more than 60 million Barney videos, 70 million books, and millions of other licensed products. Still, the brand was in need of a jolt, having been on the receiving end of a mostly adult-induced backlash in recent years. 

Timing the promotion with the back-to-school season, Lyrick scheduled the release of Barney's Let's Play School for late July 1999, with a "retailtainment" event that would run in nearly 2,300 Wal-Mart stores. (The sell-in gave Lyrick early indication of how things would go, since Wal-Mart let store managers decide whether or not to participate.) 

"Let's Play School Day" invited pre-schoolers to visit their local store and sing the ABC song with an interactive Barney plush toy. All participants received an autographed picture of Barney and a commemorative sippy cup. Parents were invited to enter their kids in a sweepstakes to win a trip to Los Angeles to see the Barney's Musical Castle touring stage show. 

Promotion agency US Concepts, New York City, was tapped to execute the events during the prime traffic hours of 10 a.m. to 2 p.m. Objectives of the campaign included promoting awareness and generating sales of the video and other licensed merchandise, driving traffic to the stores, and enhancing Lyrick's customer database via the sweeps. 

Wal-Mart restricted consumer advertising to vehicles that targeted Barney disciples. A full-page ad ran in the summer issue of Barney Magazine, and a postcard mailing was sent to members of the Barney Buddies Club, Lyrick's paid subscription fan club. Wal-Mart commissioned a corrugated yellow school bus display (created by Phoenix Display of West Deptford, NJ) that held 48 to 60 videos and other Lyrick products including cassettes, books, and plush toys. Lyrick secured space on the Wal-Mart Licensing Cart to facilitate sell-in of product from outside licensees. 

Events were supported by in-store radio and TV, header cards on the Licensing Cart, and shelf-talkers near Barney products in the toy and health and beauty departments. Wal-Mart managers were also able to create incremental display space for Barney-related merchandise for the chance to win a $200 prize. (Twenty-five prizes were awarded.) 

The live events drew more than 200,000 children, 63 percent of whom entered the sweepstakes. Sales of Let's Play School climbed 83 percent in what was the title's fourth week of release, while sales of other Barney videos jumped 116 percent, plush toys rose 55 percent, and other Barney merchandise increased 18 percent. 

"This campaign shows the power of retailtainment and in-store events," says Liz Wrenn-Adams, Lyrick's director of advertising and promotions. "We hope to capture that excitement in other categories." 

Positive feedback garnered in-store by Wal-Mart employees and via the Barney Consumer Hotline resulted in Wal-Mart inviting Lyrick to repeat the event in 2000. 

The campaign's success also has Lyrick planning to use Wal-Mart as a launching pad for other new products. "We just had a tremendous partnership with Wal-Mart," says Lisa Arlen, Lyrick's director of retail development and plush toys. "In 2000, we'll continue that partnership with three live events," including the introduction of the company's newest property, an Australian import called The Wiggles. 

Some fads don't fade.