Bratz Founder's Offer To Save Toys 'R' Us Is Shut Down

"Toys 'R' Us was more than a store, it was a place of wonder where characters, in a way, came to life and participated in one's own lives; it was a place where even adults could indulge their child-like side". -Elsy Perez 

Toys 'R' Us became the latest nostalgic retailer to die when they announced early this year that they would be closing their stores. The founder of Bratz dolls, Isaac Larian, made an offer of $675 million to keep some of the U.S. stores open and a $215 million offer for the stores in Canada. However, Larian's offer was shot down by Toys 'R' Us' lawyers and advisers, claiming that the amount of the bid did not meet the bid that was needed to be approved by the court to continue the operations of Toys 'R' Us stores.  

Since Toys 'R' Us' announcement of store closures, liquidation sales commenced immediately without attempt to reconcile the situation that is preventing the operation of the business to continue. The founder of Bratz dolls noted this with great lament saying, "…it’s really a shame that they’re going to let this company go into liquidation instead of at least responding and saying we need more or we need this”. Toys 'R' Us' reason for filing bankruptcy is due to the $5 million dollar debt they accumulated and cannot reorganize to salvage the company, and the competition they were having with Amazon and other discount retailers such as Walmart. 

As is seen in the estimated online net sales of 2016, Toys 'R' Us was being squeezed by competition from Amazon and Walmart. Toys 'R' Us was being squeezed by competition from other discount retailers because they failed to adapt to each advancement and change that occurred in the world. Toys 'R' Us was also weak in their implementation of their marketing mix. Primarily, they were lacking in promotion. Toys 'R' Us' name nor ads were seen or heard of as frequently from other retailers such as Walmart, Target, and Amazon. Without promotion, their product does not have awareness and as seen today, trends promote and create incentive for consumers to follow that trend. Toys 'R' Us' lack of promotion affected their product creating a loss of identity as to what the product of the company was. Likewise, because of the lack of promotion, price was also affected. The prices of Toys 'R' Us are significantly higher in comparison to other retailers which is why promotion plays a key role in attracting attention and customers.  

Written by Elsy Perez

WSJ Article:
Toys 'R' Us Rules Out Billionaire Bratz Maker's Offer

World's Fair

This blog focuses on an up and coming food festival in New York. At first you may ask yourself, "what is so special about a food festival in New York?" but that is the entire point of this festival. This food festival is aiming to be the biggest and the best of all the others in the state incorporating the 'World Fair' which it is named after. 

This World fair will include a "beer garden, with 60-plus selections of brews" and "more than 100 different vendors representing an almost equal number of cuisines and cultures." These features is the business main source of advertising. They rely on the customers love for food to drive sales, and it's working. The festival has already sold 75% of the total amount of tickets available for sale. In addition to the food that will be availbe there will also be live music and games.  

Avengers: Infinity War

 

The blog on the Avengers movie, 'Infinity War', goes in depth on the movies budget and the records it is breaking just days after its premiere. The article on the film explained how the new marvel movie has received some of the highest demands that it has ever seen. The film has "set new records for the biggest domestic and global opening of all time this weekend, collecting an estimated $250 million in the U.S. and Canada and totaling $630 million around the world." It has also forced several movie theaters to play the movie at 2 a.m. to meet the demands. 

I selected this article because I am interested in how a film can reach this magnitude and which marketing strategies they used. After reading the article I learned that the production company does not spend a whole lot of money on advertising. Marvel and Disney base most of the sales from the film on the string fan base. The truth is that their advertising began in 2008 with the first Iron man movie. Since then the Marvel Universe has began building their army of loyal fans. Even though, they have a solid fan base they still spend some money on commercials.  

The Last Instagram Frontier

Back in the pre-internet days, the world seem gigantic and exotic. They only access we had to a foreign land was the pictures we could see through an encyclopedia or a documentary on the Travel Channel. The travel industry targeted retirees with a comfortable retirement fund who can take that trip to Paris and get the famous picture underneath the Eiffel Tower to show to their family on Christmas. 

Now, we are living through social media and the world seems to have shrunk significantly. We live vicariously through Instagram famous young travel influencers who make a living  exploring every corner of the world and collecting every envy worthy travel picture imaginable. The young able bodied travelers now target the Instagram era generation who compete with each other over who has the better travel picture. Its no longer cool to just have the Eiffel Tower picture. Now you need to be draped in scarfs in Marrakesh, posed on the black beach in Vik, Iceland, and the Blue Lagoon. 

The travel industry is booming with new innovative ways to allow adventurers of all ages and circumstances to go out and experience the world, but what happens when every civilized country has already been exploited? Where do these Instagram influencers go to stay relevant and exciting to their viewers when their viewers have experienced almost the same?

The last frontier.... Antarctica. 

The white tundra is now open for business to the daring adventurers who have already explored the rest of the world. More articles are giving tips and tricks to make your time in Antarctica safe and enjoyable and accessible. The target audience being adventurers of all ages who can afford the trip. It is not cheap but it does offer multiple ways to get there and multiple styles of exploration.

This article is an interesting insight on the way our world is so small and easily accessible. The direction of the travel industry to capitalize on every inch of our small world. No one would ever think Antarctica as a summer vacation but its a fun new place to explore and experience memories that you can share with friends on and off Instagram. 

-Roxanne Cepeda 

 https://www.wsj.com/articles/antarctica-ahoy-6-tips-on-cruising-to-the-end-of-the-earth-1521650190

Guitar-Maker Gibson Brands Files for Bankruptcy 

Company has struggled with its debt load after a series of acquisitions 

Gibson Brands, maker of iconic instruments such as the Gibson Les Paul electric guitar, seen being played by the rock group Guns n’ Roses, filed for Chapter 11 bankruptcy Tuesday. PHOTO: MARC S CANTER/MICHAEL OCHS ARCHIVES/GETTY IMAGES

By 

Austen Hufford

Storied guitar maker Gibson Brands Inc. filed for bankruptcy protection Tuesday as the company has struggled with its debt load after a series of acquisitions.

The company, which filed for chapter 11 in U.S. Bankruptcy Court in Delaware, said it will continue to operate during the proceedings as it focuses on reorganizing around its core businesses. Gibson plans to wind down its Gibson’s Innovations business, which is largely outside of the U.S.

“The decision to re-focus on our core business, musical instruments, combined with the significant support from our noteholders, we believe will assure the company’s long-term stability and financial health,” Chief Executive Henry Juszkiewicz said in prepared remarks. “Importantly, this process will be virtually invisible to customers.”

The Nashville-based maker of Gibson Les Paul guitars has been struggling with debt it took on to finance acquisitions of home-entertainment and audio-equipment makers years ago. Among businesses the company has added are some of Royal Phillips’s home-entertainment systems, TEAC and Onkyo stereos.

Gibson also makes instruments under a number of brand names including Dobro, Epiphone, Kramer and Tobias. The company also owns a number of historic brands, including Slingerland drums and Wurlitzer pianos.

Gibson said it has reached an agreement with holders of more than 69% of its senior secured notes due in 2018 and shareholders that lets it continue to operate. The company also said existing noteholders have committed to provide $135 million in debtor-in-possession financing.

The company said in the bankruptcy filing that it has debts of between $100 million and $500 million, including owing at least $100,000 to 26 other companies, including many suppliers.

Shanelle Nyasiase is a Model to Watch

Nairobi-based Nyasiase is the star of WSJ. Magazine’s May issue couture story

Modeling is an industry that inspires awe, wonder, envy, and insecurity. How do you know who is the next hot commodity? What makes a Tyra Banks? Kate Moss? Cindy Crawford? Naomi Campbell? Or Brooke Shields?

Today Shanelle Nyasiase is gaining in popularity thanks to her appearances in more than 42 shows including Gucci, Lowe Balencaiga, and Alexander McQueen. She is a model of south Sudanese decent who dreamt of traveling the world as a stewardess on a plane but today is accomplishing that through her modeling endeavors; spending less time at her home in Kenya to make it to photo shoots around the world. While beauty is a must, accessibility physically and spiritually is an invaluable quality that is sought in models more and more. It is what separates the human being from the image; fans love Tyra Banks because she is relatable and kind in addition to being awestruck by her beauty. 

If a model is asked to photograph that is one thing; but if she is asked to go within herself to help embody a concept through video or interview it goes beyond smiling and holding a pose. When Nyasiase was taken to a shoot in the deserts of southern California with Dario Catellani, she was asked to do just that. She took the couture photos that were expected of her but when the potential was staring at the photographer in the face, he asked her to create another work of art, and do a fluid video after the shoot. 

Some would have been tired but she rose to the task.  Catellani describes the occasion with zeal and recounts to the Wall Street Journal that, “Shanelle was so great during the shooting of the stills that we wanted to somehow make the moments last longer,” he said. “We asked her to record an improvised voiceover during lunch break.” For  Nyasiase, the self proclaimed “Queen of the Butterflies” on Instagram, she certainly proved that she deserves this crown because of their capacity for growth and change. Her openness to new experiences, including flying a kite for the first time, for her, "was an incredible experience overall,” says Nyasiase. “Magical!”

This article stands out to me because when people think of products, human qualities don't usually come to mind. What models and strong influencers must have beyond beauty, talent, or success is an elemental quality about them that allows them to make of themselves a work of art and in the process: be a stronger representation for the brand they are displaying. A lot of consideration must be made on the Firm's part when choosing the face of their brand beyond simple aesthetics to something deeper that consumers are heavily interested in: Does this face represent who I am inside? Do I relate to this person? Do I admire what they represent?  

https://www.wsj.com/articles/shanelle-nyasiase-is-a-model-to-watch-1524757219?ns=prod/accounts-wsj

Original Article By 

Lane Florsheim

April 26, 2018 11:40 a.m. ET