Sony Wonder has been a long time supporter, sponsoring their booth at VSDA and their in-store displays at video stores. A young actress who truly loves animals, Angela Watson, from the television series Step by Step, became their spokesperson. Every time she went on a talk show to promote her latest project, she promoted video as it was the charity's main fund-raising tool. They got national exposure for an otherwise difficult to promote video. BMG Home Video did a promotion with Rosie O'Donnell's charity, the For All Kids Foundation, with their Cabbage Patch Kids videos.
Independents often lack the funds to be very active in cross promoting.
They've placed insert campaigns in the food, clothing and safety products market. The most successful was attaching a hang tag special on hundreds of thousands of bibs. Plaza Entertainment is making a career out of its philanthropic activities. Ultimately, I wish that more suppliers would utilize 'green marketing' because it helps build a stronger marketplace and an audience of responsible consumers. These are inspiring stories.