A good tchotchke is something worth keeping that ties in well to whatever it is marketing. Hallmark Channel’s “Watch Party Kit” Bento Box struck that chord multiple times with individual boxes for each Hallmark Channel franchise. The June Wedding Box had a candle in the shape of a wedding cake. Its Countdown to Christmas box featured holiday wine charms. And so on. The Bento Box was paired with a stunning Upfront Brand Guide that summarized Hallmark Channel and Hallmark Movies & Mysteries network strategies and programming, creating the full meal. The swag helped spark conversation at its upfront event and Crown Media closed the upfront with double-digit increases on both networks.
