This year’s toy sensation is the Zhu Zhu pet hamster, a furry electronic rodent that explores its world and makes endearing sounds along the way. But what makes Zhu Zhu so cool has more to do with how it came to market.
Cepia, a seven year old small St. Louis, MO. based toy design company with only 16 employees, envisioned creating an electronic pet toy. Then:
1. They narrowed the choice down to 3 animals – a fish, a dog, or a hamster. A live hamster was something that parents were least likely to get, so a substitute seemed to be a good fit.
2. This gut decision led to further research on YouTube where Cepia found tons of videos featuring hamsters. Add to that the hamster craze from TV shows and feature length movies, and Zhu Zhu sounded like a hit in the making.
3. They tested the little critters at ball games in Atlanta, Arizona, Philadelphia, Texas, Seattle and Washington, D.C.
4. Mom bloggers were also a target and Cepia sponsored some 250 hamster events. They shipped product to the moms, who invited 10 children and their parents to play with the toys. The results were astounding.
With 16 million dollars (US) invested, this tiny company did some gutsy and brilliant marketing!!! Predicted sales should top 70 million dollars (US) by the end of the year but this phenomenon should generate close to 500 million in sales when all is said and done.
These little guys are cute, collectable, and cheap (or will be once the demand goes down; suggested retail is 8 bucks), and loaded with accessories – my favorite being the hamster car. The hamster rolls into his own garage, gets into his car, drives right out of the double garage doors and into the world.
Move aside Tickle Me Elmo and Beanie Babies – it’s Zhu Zhu Pet’s time in the limelight.
Check out these links and see for yourself.
Weird Review of Zhu Zhu Pets and Accessories
Questions?