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14 PRODUCT GUIDE PSI Journal 7/2016 www.psi-network.de TOYS AND PLUSH ARTICLES ADVERTISING TO CUDDLE Good promotional products appeal through a successful combination of usefulness and design. When this mixture is right, they convey their message in a targeted way, directly and sustainably. The more this is conveyed playfully, the more intense is its effect because people love to play. Whether it involves a game as a promotional product or a promotional product as a game – the advertiser scores with it everywhere because a toy – and that includes the plush articles presented here – is appreciated for what it is. According to the latest research, the oldest toy is the doll. Doll-like constructions made of clay have been verified since the early Stone Age. The “mother” of all plush companions is probably the teddy bear which is supposedly named after the American president Theodore “Teddy” Roosevelt. Experts such as the business coach Virgil Schmid know the success factor attributed to games in the field of sales and marketing strategy: “Whoever plays, wins – also in sales. Whoever arouses positive emotions has the competitive edge today. Games enable new experiences trying out new possibilities for courses of action without any risk. Whoever sells playfully invites customers to join in. “A product that advertises in this way generates sympathy, is popular with the customer and generates good feelings. To achieve the latter, simply continue leafing through these pages! <

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