"The world's coolest dogs delivering the world's hottest dogs," went the event's slogan. So cool an event that NBC's "Today" picked up the stunt. Not coincidentally, more than 1,000 robotic pooches were sold in the store's opening hours. "We got lucky with the 'Today' show," admits Mr. Rosenberg, who started with Tiger 10 years ago as public relations manager. "But we were on a roll coming off the huge success of Furby that made Tiger the company to look at first."
Mr. Rosenberg also aggressively lined up promotions with McDonald's Corp. and General Cinema Corp., while working with New York ad agency Posnick & Kolker on TV creative, which runs on network and cable. Tiger also runs limited print ads; spending is undisclosed.
"The key to Poo-Chi is its potential to interact with other Robo-Chis," explains Mr. Rosenberg. "That means huge potential to extend the brand." And that's exactly what the company is doing. Tiger will soon introduce a slew of new playmates for Poo-Chi, including Chirpy-Chi, Dino-Chi and Meow-Chi. The company this fall plans a major promotion with PepsiCo's Quaker Oats Co., which will launch a variation of Cap'n Crunch to introduce the new members of the Robo-Chi family. "People can't wait to see what's next to come out," says Mr. Rosenberg. "And that's a great position to be in."