Everything you need to dress-up like Jem, Pizzazz or Synergy
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April 1986, Hasbro thought Jem was a
pretty bid deal. Jem received many positive acknowledgements
from around the globe, including the 1986 Best Girls’
Toy in Austria. Jem was a big success at every Toy Fair
around the world. Hasbro was so excited about the launch
of Jem the Marketing Vice President, in charge of Jem,
got the Merrill Hassenjeld Award for 1986. Even Sgt.
Slaughter daughters were excited about Jem.
This did not personally come from Carleigh
Hoff but in an ebay auction of her estate ... bizarrely
a storage unit auction of the person who got her estate
at auction. The auction included her Hasbro benefits
package several loose dolls, some unfinished prototype
Fair ’86 – why we’re so excited!
The real show, however, took place ten floors above
the main showroom. There, behind a special door, buyers
entered Starlight Record Company and the world of Jem.
The star's secretary greeted everyone and told the whole
story of Jem, her alter ego Jerrica Benton, and their
rock 'n' roll rise to the top.
outrageous times three
Jem, the hottest doll of the year, will star in three
Milton Bradley board games. In Jem Concert Clash, Jem
and her rockin' back-up group, The Holograms, try to
collect more hit records than their rivals, The Misfits,
in this battle of the bands.
In Jem Rock 'n' Romance, Holograms manager Rio is falling
in love with both Jem and Jerrica (not knowing they
are the same person). Players collect stars on their
way around the board and find out on the final space
who Rio really loves.
Players must help Jem and The Holograms find their missing
costumes and dresses, stolen by the rival Misfits, in
Jem Fashion Flash. The first player to find eight missing
fashion items wins the game. All three games include
a cassette of Jem music which adds even more fun and
excitement to the game play.
Thanks to everyone at Hasbro and
MB International who worked hard to meld the talents
of the two organizations, Hasbro premiered at this year's
international toy fairs with the worldwide launch of
Jem, the Watchimals and A Question of Scruples.
The largest toy fair in Europe is the Nuremberg Toy
Fair in Germany. Neil Giarratana, managing director
for MB GmbH, notes that although space is limited
at the Nuremberg fair, MB GmbH successfully gained
extra space this year to accommodate its new stand.
This high tech adventure environment included exciting
displays of My Little Pony, Jem, Glo Friends, Snugglebumms,
Wuzzles and A Question of Scruples.
”New Transformers, MB's Bed Bugs and Playskool's
Casey also were very well received," said Norman
Walker, managing director, Hasbro Bradley, U.K. "But
by far the most spectacular responses were to Scruples
and Jem. The fashion doll business is very strong
in the United Kingdom. We expect Jem will take a share
of that market."
Christian Colombani, vice president, International,
says most noteworthy in Spain were the Transformers
and Jem displays: "This was the first time in
Spain that we created an atmosphere for our products
through their displays. Judging from the Robotix are
ready to roll for toy buyers in Holland.
Barry Jones, managing director of MB Australia, reports
that at the Australian Toy Fair, Hasbro's Transformers,
Jem and Wuzzles were well received, as were MB's Scruples
and Bed Bugs.
In Milan, Italy, toy buyers loved Jem. Sales at toy
fair were up almost 75 percent for MB Italy.
In France, Jem was the number one topic of conversation
among buyers at the Hasbro display.
All the world salutes Hasbro!
And in the land down under, Hasbro
won both Best Boys' Toy and Best Girls' Toy of the Year
awards at the Australian Toy Fair. Jem/Jerrica walked
off with the Best Girls' Toy honors (the Wuzzles' Eleroa
was highly recommended in this category) and the Transformers'
Omega Supreme won for Best Boys' Toy (with Ultra Magnus
highly recommended as well).
Souza wins 1985 Merrill Hassenjeld Award
Hasbro President Alan Hassenfeld
stood at the podium of New York's The Ballroom restaurant
at the sales luncheon preceding Toy Fair and reflected
on how his father loved to market new toy ideas. Merrill
had a whole drawer full of winners and losers he'd collected
through the years, Alan recalled. In that spirit of
trying out new ideas, Alan said, Maurene Souza developed
Jem, the doll that promises to be the hottest new toy
for 1986. In presenting the company's most prestigious
honor, Alan said, "It gives me pleasure to present
the Merrill Hassenfeld Award to someone who has grown
with the company and that's especially true of Maurene
When Maurene came forward to accept the award, she was
so overwhelmed that the first words that came to her
were appropriately quoted from Jem, "This is truly
outrageous!" Maurene said. In reflection she thanked
Bob Prupis, her mentor; Steve Schwartz, who taught her
"product is king;" Larry Bernstein "who
gave me a chance;" as well as the product managers
and marketing directors in the girls' group. Maurene
joined Hasbro in 1973 as a copywriter and has worked
her way up through the marketing ranks to her current
position as vice president of girls' toys.
Q. How does your family
feel about your involvement with Hasbro?
A. My daughters are thrilled
about it. I brought them back Jem dolls and Watchimals
from Toy Fair in February. They went crazy over them.
As far as I know the "Rockin'
Refunds" never happened and/or was replaced by
the in store "Sizzling Spring Savings $2.50 Rebate
and free cassette" offer. This offer sounds a little
complicated, it sounds like you would receive a booklet
of mail-in certificates. So you would have to mail-in
each certificate as you purchased the appropriate item
-- it should have been manufacture coupons, so the price
could have been taken off at the point of puchure.This
cassette seems like the one that came with Sizzling
Spring Savings offer. So that's why I think this "Rockin'
Refunds" promotion was abandoned or changed.
The Dream Tour information is pretty
much correct, except "Smash Hit Tape Offer"
was also available in it specially marked packaging
of all the regular price dolls other than Glitter'n
Gold Jem/Jerrica and Rio. This sheet makes it sound
like the (non-Souvenir Program) offer was only available
in the Glitter'n Gold Fashion Assortment packaging.
I have heard this cassette was sold in stores like Toys
R Us, which was probably changed because of lack of
interest and/or abandoned when the 1987 sales did not
April 1987, Hasbro released
this internal publication to let the Hasbro employees
know about the current and up-coming promotions for
the toy lines.This seems to have been printed after
the above marketing sheets and a more accurate representation
of these offers. I don't remember seeing a Free Standing
Insert, Sunday Comic and didn't receive a direct mailing
for the Sizzling Spring Savings. (this
has also been posted on the JEM
In Package Rebate page)
Hasbro Dining Services In-House Catering Menu vs. Take Out
Doesn't have much to do with
Jem, but these menus came in the same ebay auction as
the Hasbro Promotions above. I can image these the designers
eating something from these menus while the were working
on Jem, or even the board eating while they were looking
at the latest illustrations from the design departments.