Canadian Magazine Industry News
11 November 2010,     TORONTO
Parents Canada and Fisher Price get the giggles with Best Little Laugh contest
Parents Canada worked with Fisher Price through its agency Carat Canada to insert a sound chip of a baby laughing for the Best Little Laugh contest in the magazine's recent toy issue.


The sound chip was sent to the magazine by Fisher Price, says Parents Canada vice president of sales Meghan Bradley and had to be inserted manually into each copy by printer Quad Graphics so as to not interrupt the bindery process. “We looked at all angles, slowing down the bindery until almost half the speed. We even had to change how the magazine was shipped to create minimal friction to the sound chip,” she says. “The sound chip piece itself had to be hand cut to fit.”

Prior to launching the contest Bradley says the magazine checked with Magazines Canada who couldn’t find any other instance of a Canadian publisher using a sound chip in their publication. “Quad graphics and Fisher Price are the two main stars behind this campaign,” she says. “Everyone wants to see out of the box campaigns done but then at the end of the day when people see the production price tag people say they can’t do it. I give Fisher Price full points for actually going through with it.”

Parents Canada is published by Family Communications. It has a readership of 1,178,000 according to the Fall PMB report.

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