I didn’t even anticipate this is my recent blog about specialization. The maker of Peeps (the molded marshmallow bunnies and chicks that resemble and are almost as appetizing as Styrofoam packing peanuts) announced the opening of the first store devoted to them. I’m not kidding. It was reported by the Associated Press so there’s a good chance it’s somewhat accurate.
Company spokesperson Kathy Bassininski is quoted as explaining, “Our fans have been asking for years, what about a store?” I think we can all identify with that. How many times have you stood at the Easter endcap display in Walgreen’s and thought to yourself, “Oh no, an entire section is not enough to meet my Peeps requirements. It simply will not do. I need a complete store with at least 850 Peeps products.”
That line includes Peeps apparel, mouse pads and a whole slew of other items. They say that most of the products are of the inedible variety. I wouldn’t have argued with “all” in that sentence.
Where is the lucky mall located? If you were introducing a sun protection store, you might shop space in Phoenix. Natural foods might take you to the shadow of the Golden Gate. But, if it makes no sense and is a total waste of money, your target market is metro Washington DC.
There’s got to be stimulus money behind this, if not the ADA lobby.
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