Building the Comfy products category;

7 key success factors

1. Initiate extensive PR exposure with specialized agency

2. Use social network activity as consumer trend accelerator

3. Promote product demonstrations

4. Explore collaboration with children channels including

advertising & rev share based DRTV

5. Partnerships with strong strategic relevant players

6. Grassroots marketing in kids oriented locations

7. Address variety of retail sectors with relevant

value propositions

1. PR exposure

Specialize PR agency who will promote the following initiatives

1. Launch events (watch example)

2. Celebrity parents PR activity (watch example)

3. Cooperation with major parent magazines & online sites (see

example) and consumer TV programs (watch sample)

4. Find different points of media interests such as;

1. Parenting in the 21st century

2. Educational game playing vs. passive TV watching

3. Toddlers and Computers

4. E-learning advantages

2. Social networks activity 1. Create a comfy local Facebook fan page

(assistance will be given from Comfy stuff)

2. Promote the fan page using; sweepstakes, competitions &

exclusive deals for the fans:

1. Best or most “likes” Comfy picture/Video wins a free

product.

2. Tie up with major relevant brands that have an active

fan page such as; Avant, Similac, Haggis, Pampers,

Babies/toys R’ US etc. for joint promotions.

3. Tie up with major online vertical portals for mummies and

parents with social presence to create presence and

awareness.

4. Use Comfy's YouTube channel for products movies

3. Demonstrations

Product demonstration with various vehicles:

• Basic PC/laptop demo

• Comfy compact demo stand

• Comfy Car

• Comfy Column

Product demonstration in various locations:

• Digital demo in comfy website (watch example)

• Large retail outlets in weekends

• Shopping malls (watch example)

• Baby & general Consumer shows

Comfy stand

iCam demonstration (Watch example)

Comfy Car

Comfy Column

Consumer shows

4. Direct sale (DRTV) collaboration

• Focus media buying around toddlers shows in

children channels (watched also by moms!)

• Children's channels are very price flexible with

non-Q4 advertisement - we offer all year

around developmental product.

• Off season revenue share based DRTV

partnerships with dedicated children’s channels

5. Partnerships with strategic

relevant players*

• Hardware manufacturers • PC & laptop manufacturer & distributors (HP, Dell etc)

• HTPC (streamers) manufacturer & distributors (Xtreamer etc.)

• Baby & toddlers megabrands • Baby food, dippers, baby care product categories etc.

• Family oriented gift market • parenting magazine subscriptions gifts Unions family gifts, children bank savings

• Children media operators • Mom & baby magazines

• Family TV channels in Cable/satellite TV operators

• General & game portals - new toddler section

* Some partnership are relevant for current comfy offering and some apply to

Comfy's 2012 product assortment

6. Grassroots marketing - meet mom & kid

directly in their leisure time!

Product presence in kids oriented locations such as:

• Family entertainment centers

• Day care centers/Kindergartens

• Children's museums

• municipality Civil centers

• Comfy have a comprehensive product line geared to the

entertainment market.

• On top of promoting the retail product line and brand, it can be

additional revenue source for distributor

7. Product value proposition by retail sector

Unique value proposition Retail

sector

Gaming solutions that fits the retailers target age group and

helps keeping parent spending in the toy retail and away from

CE, general or dedicated gaming retailers.

Toys

Hardware accessory for PC, streamers & online TV’s. Easy to

demonstrate with existing PC display, provide a family solution

within the shop.

Consumer

Electronics

Providing their core demography(young parents) gaming

solution for their children's - “toyish” educational version of a

game console.

Video

Games

Provide their customers base with additional product category

– interactive, educational entertainment (on top of their DVD

offering).

Baby

New & innovative product category that can be demonstrate

online.

E-tailers

Additional learning tool that is attractive for the toddlers and

provide a innovative positioning to the kindergarten

Day care

centers &

Kindergartens

7.1 Comfy Vs. perceived toy competition

Parameter

Powered by proprietary processor

limited performance & screen size

Powered by customer home PC

/Laptop/streamer – unlimited

performance

Graphics &

interactivity

Cartridges & apps CD ROM (current), browser & Apps

(coming soon)

Content

configuration

Simple TV, Hand held proprietary

devices

Smart TV, streamers, PC, MAC

& tablets

Hardware

compatibility

Baby & toys

Video games, CE, Baby & toys

Retail potential

sectors/

departments

A critical mass of marketing activities will built a profitable,

long lasting and unique product category

Grassroots

marketing

PR

Social

networks

Demonstrations

DRTV

Various

retail

sectors

Partnerships

Let’s go!

Appendix 1 - useful links • Company Web site: www.comfyland.com

• Comfy social presence: Facebook, Twitter, Youtube, Linkedin

• Online catalog: click here

• Point of sale catalog: click here and here

• iCam

• TV ad: click here and here

• Images: click here and here

• Demo: click here

• Parent guide: click here and here

• Easy PC learning system

• TV ad: click here and here

• Play online: Click here

• Images: click here and here

• Software titles: click here and here

• Parent testimonials: Click here

• Comfy Characters: Click here and here

• Screen shots: click here

• Language availability: click here and here

• Parent guide: click here and here

• Plug N’ Play Phone

• Movie: click here and here

• Images: click here and here

• Parent guide: click here and here

• iMote

• TV ad: click here and here

• Set up instructions: movie - click here, manual – click here

• Images: click here and here

• The Comfyland Experience:

• Movie: click here

• Catalog: click here

• Facebook page: click here

• Installations images: click here and here

• Activity catalog: click here