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Pop-Up Retailing -- trend in nonprofit visibility marketing

Mr. Potato Pops Up For A Week In Manhattan

The United States Potato Board is the latest marketer to open a temporary store that consumers can visit for only a limited time--a trend known as pop-up retailing. At the Healthy Mr. Potato Head Store, which has been open since Monday in Manhattan's Chelsea Market, consumers are treated to displays, exhibits, cooking demonstrations, visits from the Healthy Mr. Potato Head character and an activity area called the Potato Power Patch. The shop will close at the end of business on Friday.

The retail campaign coincides with the appearance of a Healthy Mr. Potato Head balloon in the Macy's Thanksgiving Day Parade. Consumers can also visit a virtual version of the store at a Web site (potatoheadquarters.com), which offers recipes, e-cards, games and an online coloring book. The special Web site, meant to complement the board's standard site (healthypotato.com), will stay up through December.

SOURCE: The New York Times, November 2006