Negli anni 60 Sony capì che la prossima “frontiera dei consumatori” era costituita da bambini. Certo, non avevano i soldi dei genitori, ma una cosa che i bambini potevano fare era piangere, supplicare e lanciare attacchi per ottenere nuovi fantastici giocattoli, cereali per la colazione e ….. radio a transistor!
Sony ha pubblicato questo piccolo libro nel 1963 per presentare il pubblico di Howdy Doody / Mickey Mouse Club alle radio tascabili.
All’interno delle pagine c’erano le avventure di Randy the Transistor Radio insieme ai suoi amici Benny Battery, Charlie Cabinet, Tony Tuner Knob, Tom Transistor, Larry Loudspeaker e altri.
Tutti questi personaggi “insegnavano” ai giovani come operare e prendersi cura delle proprie radio tascabili. Alcune pagine portavano anche annunci delle radio più recenti che il bimbo poteva mostrare a mamma e papà.
Sul retro del libro c’era un salvadanaio in cartone da ripiegare a forma di radio.
I piccoli bambini americani potevano risparmiare i loro penny per una nuova radio Sony.
Un’operazione di marketing niente male!
In the mid – late 1950’s the newly recognized “teen” culture was enjoying it’s place as a new, powerful consumer demographic. Teens were staying in school, getting part time jobs and spending their own money on music, technology and fashion…..they were spending lots of money.
I suppose the next ‘consumer frontier’ was children. Sure they didn’t have any of their own money but one thing kids could do was cry, beg and throw fits in order to get cool new toys, breakfast cereal and…..transistor radios!
Sony published this little book in 1963 to introduce the Howdy Doody/Mickey Mouse Club crowd to pocket radios. Within it’s pages were the adventures of Randy the Transistor Radio along with his friends Benny Battery, Charlie Cabinet, Tony Tuner Knob, Tom Transistor, Larry Loudspeaker and others.
All these characters “taught” the youngsters how to operate and care for their very own pocket radios. Some of the pages even carried ads of the newest radios so Jr. could show mom and dad.
At the very back of the book was a fold out, cardboard, radio-shaped piggy bank. Little Sally and Billy could save their pennies for a new Sony radio.
By flickr “Michael Jack”