Chief Marketer Staff

• Toys ‘R’ Us Opens MLB Feature Shops

  MLB Feature Shops will be housed in Toys “R” Us locations this Spring Toys “R” Us and Major League Baseball Properties have teamed up to showcase store-in-store MLB Feature Shops during April and May. Select stores around the country will also host a …

• Scholastic Teams Up With MLS to Boost Maya & Miguel Property

  In its first ever venture, Scholastic Entertainment has formed a partnership with Major League Soccer to support its new hit series Maya & Miguel. The new partnership, which kicked off last week with the start of the MLS season, will include costume …

• DeWalt Expands Champions Program for 2005

  Based on the success of its 2004 grassroots Hispanic marketing program, which targeted Atlanta construction workers, DeWalt Industrial Power Tools has expanded the program to three new markets. Champions of the Trade will honor a total of 28 Hispanic …

• SMS Makes Scion’s Spring Break a Success

  Toyota Motor Sales USA’s Scion division used a viral campaign last month at Spring Break locations to show off its automobiles in a non-intrusive party atmosphere. Scion sponsored two to three Spring Break after-hours parties in Miami, South Padre …

• Lifetime Entertainment Services Names New CEO

  Lifetime Entertainment Services has named veteran cable television executive Betty Cohen as its new president and CEO to bring new life to the cable channel. Betty Cohen In her new role, Cohen will be in charge of the day-to-day operations of the cable …

• FCB Taps Dee for Events Division

  Foote Cone & Belding has launched an event marketing division led by Chicago agency veteran Dee Hall. Dee Hall The unit, Hall Event Group, handles event and experiential marketing targeting consumer and trade audiences. It opened March 14 in FCB’s …

• Alloy Partners with USA Swimming for April Pools

  Alloy Media & Marketing is helping USA Swimming promote its April Pool’s Day campaign, which targets students from kindergarten to the sixth grade in an effort to integrate water safety curriculum into classrooms. This is the third year of the …

• Station to Demonstrate Interactive TV Commercial

  (Direct Newsline)—Casino and Gaming Television (CGTV) plans to demonstrate a prototype of an interactive television commercial during the National Cable & Telecommunications Show, April 3 to 5 in San Francisco. Viewers will be able to instantly book …

• News Briefs

  ADIDAS: has extended its marketing partnership with the New York Yankees. The original deal with the MLB team began in 1997 and the new one will run through the 2013 season. Adidas remains the Official Athletic Apparel and Footwear Company of the team, …

• Consumers Fear Credit Tightening: Poll

  Consumers have become considerably more pessimistic about their ability to borrow money, according to a survey from Experian and The Gallup Organization.