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December 2007
Action Figures
Dear Friends,
This time of year, we all learn a lot about merchandising, because we can’t turn on the TV or radio, or peek at the newspapers or shoppers without being blasted by Christmas and holiday ads, selling everything from a new digital flat screen TV that also does dishes and laundry for you, to that new gigantic "family will be home for the holidays" toilet paper package.
Even the holiday movies have found a way to make more dollars, from those who don’t even see the movies. They produce "stuff" related to the movie, action figures, scrapbooks, curtains, posters, lounge chairs, you name it. That merchandise related to the movie, music CD or TV show helps drive people to also watch the show, listen to the music or go to the movie. It is brilliant. These things become fads, so that even if you aren’t really "into" the entertainment stuff, you have to purchase some of this merchandise, or you are just not considered "cool" by your friends and neighbors. If you are a seller, this is an ingenious scheme, and it obviously works in a big way.
Everyone knows that farmers are not really appreciated, considering we feed the world and all. I think as an occupation, family farmers are respected, at least by those who take the time, in between mouths full of mashed potatoes and roast beef, to think about where the food actually comes from and how it gets to the table.
Yet, farmers are the grassroots of the whole food distribution system. The big chain grocers and the fast food joints get more credit for food than we do. But maybe we are going about this thing all wrong. Maybe we need some "stuff" to sell to promote the cause of the farmers.
Wouldn’t it be great if we could come up with an action figure, something like "Joe Farmer, Super Producer"? Now, that would sell. He could have a huge "S" for "Soil" set out in bold on his little farmer’s cap. He would have his golden holster hooked on his belt, complete with a fully functional, handy-dandy, multi-purpose pliers.
Yes, I can see the advertisement now. "Joe Farmer, Super Producer, Grower for the World. Able to drive big tractors for hours and hours and hours. Leaping creek banks in a single bound. Moving cows at lightning speed. Fixing fence without breaking a sweat. He is…Joe Farmer."
Don’t forget the fine print, "Other farm related action figures like Joe’s wife, Jane, Joe’s hired man, Fred and Joe’s banker, Bob, sold separately. Batteries not included."
Yes, that kind of thing would really sell. I suppose we should have a movie about Joe to promote as well, something to get the whole action figure craze started.
Then, as this "Joe Farmer" fad got rolling, we could also offer "Joe Rancher", "Joe, Elevator Manager" and "Joe, Seed Corn Salesman", the opportunities are endless. That would truly set the entertainment industry on its ear, or, set it back about twenty years.
Have a good week.
W.K. Kellogg Foundation
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