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Catalog Age Magazine, June 2002

By Stacie Griffin

From Barbie dolls to Lord of the Rings miniatures, Entertainment Earth sells a wide range of collectibles. Established in 1996 as a Website, the North Hollywood, CA-based marketer mailed 75,000 copies of its debut print catalog in June 2001 to acquire customers and raise the company's profile, says president Jason Labowitz.

The 16-page catalog targets males between the ages of 18 and 45. The circulation was an even mix of prospects, inquirers, and buyers. The catalog touts the Website's top sellers and limited-edition items. Prices range from $10.99 for an action figure to $1,499.99 for a replica Darth Vader light saber.

The catalog achieved an industry standard response rate and an average order size of $101. Labowitz plans to increase the page count to 48 and to boost the circulation to 175,000. The book will mail on a quarterly basis, with the next catalog due to arrive in homes in July. Entertainment Earth aims to increase repeat purchases and build its customer base through aggressive prospecting and insert programs.

Product category: collectibles First mailing date: June 2001 Size of distribution: 75,000 Target audience: toy collectors, males ages 18 to 45 Frequency: quarterly Competitors: Hot Topic, Noble Collection, Legend's Toys & Hobbies Average order size: $101 Number of pages: 16 Size: 8" x 10" Telephone: 800-370-2320

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