Shop Talk

Retailers, consumers and prices

Check Out Line: Make a mess, would ya?

September 23, 2009

Check out the world’s biggest advertiser’s latest marketing plan.

Procter & Gamble’s Bounty paper towel brand is sponsoring a new art studio, called Make-A-Messterpiece.  The space, which Reuters readers learned about on Tuesday, gives parents an outlet for kids to express their artistic creativity without damaging the furniture, floors and walls in their own homes.

make-a-messterpiece-11The facility, in the Chicago area at The Glen shopping area in Glenview, Illinois, charges an $8 fee per child to use the studio, while classes and some activities, such as using drumsticks to splash paint while drumming, carry additional fees of $10 to $18.  Low-income families may be able to visit on special days sponsored by Bounty.  Parents enter for free and can relax in a lounge coffee-shop type space while they watch their kids.

Under the sponsorship, the Bounty logo is emblazoned across various spots in the 15,000 square foot space, the paper towels are used at Bounty Clean Up stations and a sign thanking several P&G “friends” hangs near the entrance.  Kids can also do a project where they see how paint is absorbed by a Bounty paper towel, or count how many billiard balls one of the towels can hold.

The opening comes as schools across the country consider cutting back on arts education in order to rein in costs. In a survey conducted by the American Association of School Administrators earlier this year, 65 percent of administrators called art education supplies a low priority and many expected art teaching positions would be cut.

make-a-messterpiece-21The retail area does not sell Bounty towels or any other P&G products.  We saw plenty of art supplies (like these smocks) and funky home goods for families.

Also in the basket:

General Mills profit beats estimates, shares rise

Cadbury CEO sees 20 pct higher Kraft bid fair-note

Teen Stores Cater to the Ones With Money (WSJ, subscription required)

Best Buy and Verizon Jump Into E-Reader Fray (New York Times)

(Photos courtesy of Make-A-Messterpiece)

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