Local Business Owners Grow Children’s Party Business by Offering Personalized Merchandise in a Retail Area Designed by Parallel

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Pump It Up of Plymouth, Minn. to Create Long-Lasting Memories of Childhood Fun

Tom and Susan Finn, owners of the Plymouth, Minn. Pump It Up, part of the nation’s largest franchise of giant, indoor inflatable playgrounds, have partnered with nParallel, the international brand communication, merchandising strategy and display agency, to incorporate the sale of personalized merchandise into their already popular party facility.

Pump It Up guests are treated to two large indoor arenas filled with a variety of engaging, challenging and brightly colored inflatable play structures that stand almost two stories high. Children can climb, slide, bounce and tumble on the custom inflatables and celebrate birthdays and other special events in private party rooms.

The Finn’s Pump It Up hosts from 150 to 180 parties per month, with an average of 15 to 20 guests each. The couple brainstormed the idea of preserving children’s memories of Pump It Up fun by offering branded merchandise, such as tee shirts and refrigerator magnets, personalized with digital images of kids playing at Pump It Up. “With photos of the kids and merchandise personalized with their photos, we can offer mementos of Pump It Up parties to children and their parents,” said Susan Finn.

To implement their new retail component, the Finns sought to transform the lobby and entrance to the play areas and party rooms into an engaging retail environment. Tom and Susan selected nParallel to design and craft a retail area with photo and product displays and graphics. “We were impressed with nParallel’s expertise in branding, merchandising savvy, design creativity and manufacturing capabilities,” said Tom Finn.

The Finns began offering the new merchandise in September. “We have had solid support from the Pump It Up corporate office,” Tom added. “They have been enthusiastic about our efforts.”

“Tom and Susan have come up with a novel way to build the Pump It Up brand and create a more memorable experience for children and their families,” said Gordon Keil, chief executive officer, Pump It Up. “To support the initiative, we established an internal task force to help develop exclusive branded merchandise so every guest can have something special to take home from Pump It Up.”

About Pump It Up

Pump It Up®, the Inflatable Party Zone®, is a national franchise of ultimate party facilities featuring colorful, private, indoor arenas filled with a wonderland of large inflatable structures that stand almost two stories high. Founded in 2000 by Brenda Dronkers, a mother of three, Pump It Up was the first inflatable party facility of its kind and is now known nationally for its franchise locations that feature spotlessly clean facilities, private arenas and party rooms, highly trained staff, and custom inflatables designed to maximize both safety and fun. Headquartered in Pleasanton, Calif., Pump It Up currently has 138 locations in 38 states. Pump It Up franchisees around the nation are committed to giving back to the communities in which they operate. For more information, please visit http://www.pumpitupparty.com or call toll free 1-866-325-9653.

About nParallel

Brand marketers and retailers know that store fixtures, merchandising systems and tradeshow displays establish the brand experience, engage customers and drive sales – if they are planned with imagination, then skillfully crafted. But, too often, unfocused planning, uneven execution and unexpected costs squeeze the creative spark out of their most promising concepts. The alternative? nParallel (http://www.nparallel.com), the international brand communication, merchandising strategy and display agency based in Minneapolis. Whether the venue for connecting with your customers is a store or a show, nParallel fulfills the big-picture vision while keeping a sharp eye focused on the details of disciplined production, meticulous program management, and the budget bottom line. Seeking uncompromised excellence in brand communication? Call nParallel, 763.231.4800.

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David Aquilina
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