Jeep-Branded Carrier Hits Babies ‘R’ Us

Jeep Juvenile Products licensee Kolcraft will launch the Jeep 2-in-1 Carrier with in-store demos at 330 Babies “R” Us retail locations on April 18. The events give the automotive-inspired brand a chance to demo the new carriers to shoppers and showcase the entire juvenile licensing program with a bigger footprint at stores.  
The promotion will be communicated through direct mail, email blasts and in-store signage. The April Babies “R” Us catalog featuring the Jeep 2-in-1, along with a 10% off coupon, will be mailed to one million prenatal parents. The Jeep 2-in-1 Carrier allows the baby to face in toward the parent or out at the world.
The four-hour store events aim to increase awareness for Jeep SKUs such as strollers, playards and other wheeled items, which will be displayed prominently near the Babies “R” Us store entrances.
“These activities are extremely effective—they drive purchases and give customers a reason to come into the store and buy,” said Debra Joester, co-founder of The Joester Loria Group, New York-based global licensing agent for Jeep Consumer Products, which has built the juvenile program into a quarter-billion-dollar business since it launched in 2002. “In the past, [retailers] wanted big ticket prizes. With this economy, there’s a different approach to incentivizing.”
With two million strollers sold, the Jeep Juvenile brand is positioned as rugged and functional, yet it also maintains a fun, fashionable image. Licensees (Kolcraft, H.I.S. Juveniles and Baby Boom) stress quality and value in product design and marketing communications, which rely heavily on testimonials and certification.
“Moms—especially first-time moms—really want to trust these products,” Joester said. “We’ve also found that celebrity outreach is important. When Jessica Alba was in the media with her Jeep three-wheeled stroller the other day, we couldn’t be happier. Those types of things are real big opinion swingers with consumers.”