Rainbow made

video games stand out in Target.

It’s hard to stand out in a crowded retail environment. When Target had no point-of-sale shelf space available for Take 2 Interactive’s latest releases, we built a bespoke retail stand.

Borderlands 3 and NBA 2K20 were two of the biggest video games releases of the year for Take 2 Interactive. But when Target, one of their major retailers, didn’t have room to install shelf promos, we created a custom point of sale solution.

With no template for the store, we worked closely with Target’s technical specifications on floor requirements to design a strong, robust 1.5 metre tall unit, yet was light enough to be cost-effectively shipped already assembled.

It had to look good too, with equal prominence given to both games, available to pick up and buy from the stand.

Our solution was a double sided PDQ (product display quickly) with shelves to stock and display the games on both sides. This created significant surface area for brand and marketing applications, making a big impact on the store floor.

Stands were digitally printed and assembled in-house, before being dispatched on custom pallets to Target stores across Australia.