Special Report: Premiums and Incentives: Watch incentive was right on track for I Love Toy Trains video set

Astral Video wants customers to choose its children's video pack, I Love Toy Trains, and is using a premium to add value for consumers and merchants.Astral chose a child-oriented Loco Train watch, complete with lights and sounds, and shrink-wrapped it onto...

Astral Video wants customers to choose its children’s video pack, I Love Toy Trains, and is using a premium to add value for consumers and merchants.

Astral chose a child-oriented Loco Train watch, complete with lights and sounds, and shrink-wrapped it onto the package of three videos, each of which features footage of trains in action.

‘Added value is a big incentive when you’re talking about a $30 or $40 purchase,’ says Brad Pelman, director of sales and marketing for Astral Video.

Craig Morantz, president of Aware Group, the company that provided the premium, said that numerous train-related items were presented, but that the watch was an immediate hit because of its quality and child appeal.

The watch consists of a durable plastic classic locomotive sitting atop a rubber strap. When the back wheel is pressed, the clock portion pops out of the nose. The watch makes four different train noises at the touch of its smoke stack.

The tapes will be distributed across Canada through video stores, mass merchants, and some grocery and drugstore chains.

According to Pelman, having the watch attached to the tapes will facilitate getting the tapes into stores.

‘Merchants might not appreciate the novelty or appeal of toy trains to kids,’ he says.

‘But with an interesting premium attached, they will be much more inclined to bring it into their stores.’

Astral paid about $3,000 for the watches, plus additional artwork costs.

The release date for the videos is Aug. 22.