Fingerlings: Too Much Monkey Business?

The New York Times: The Fingerling is “a five-inch monkey that grips your finger with its legs and arms, as it babbles, blows kisses and blinks its eyes. Cradle a Fingerling in your hand and it drifts off to sleep. Press the Fingerling’s head and it passes gas. Created by the Canadian company WowWee, the Fingerling has been anointed one of this year’s hot toys for the holidays, a designation that most toymakers only dream of achieving.”

“How the Fingerling reached this tipping point — when suddenly millions of children cannot do without a $15 farting monkey — is the story of a promising idea’s going viral on social media, a large retailer’s savvy pricing strategy and the science of managing scarcity … This past week, Fingerlings were out of stock on Walmart’s website, while parents complained that they had been snookered into buying counterfeits … WowWee says it did not intentionally create the shortage. But whether by design or happenstance, there is no question that scarcity fuels a toy’s mystique.”

“WowWee had originally planned on selling the Fingerling for $20, but the giant retailer was insistent: About $15 was the magic number … When Fingerlings hit stores across the United States in August, Maya Vallee-Wagner, 7, was overcome with emotion … Her father … shot a video of his daughter’s reaction in the toy aisle of a local Target and sent it to WowWee … (which) posted it on the company’s Facebook page, and it went viral … The video was a marketing coup, just as WowWee was launching its social media push — an effort that in many ways resembled the rollout of a Hollywood movie. Gone are the days when a toy company could simply blitz Saturday morning cartoons with ads.”

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