Case Study: Razor

Background

Razor USA LLC, a leader in the toy industry, is known for delivering innovative, youthful products with exceptional play value. The company was founded in 2000 with the introduction of its now legendary Razor kick scooter, which transformed childhood outdoor fun. Razor products are now available worldwide, with a full range of wheeled goods such as kick scooters, electric scooters, caster-driven ride-ons and electric-powered mini-motorcycles and go-karts.

Challenge

When Razor wanted to launch a new product that wasn’t a traditional “scooter”, they asked McKendall Communications (McKC) to get the word out about the Crazy Cart, known as the ultimate driving machine.

Strategy

McKC developed a multi-pronged approach to building consumer awareness. This approach included:

• Holiday Gift Guide Outreach: Since the Crazy Cart was launched late in the season, McKC conducted short-lead media outreach, in addition to reaching out to editors at holiday gift guides.
• New York Media Tour: We provided media outreach support for a NY media tour to provide targeted, high-tier media outlets a chance to try out the Crazy Cart before it hit shelves.
• New York Toy Fair: Immediately following the holiday season, McKC went to work to secure booth appointments at the largest annual toy-related trade show in February.

This media-focused strategy ensured that Crazy Cart was top of mind for the holiday season and one of the key new product introductions at the New York Toy Fair.

Examples of Media Placements