Anniversaries and events help promote new lines from veterans and newcomers

The importance of good price points in the category during a down economy were highlighted by two suppliers marking anniversaries at the show.

For Swanson Christian Products, celebrating 75 years with an inflatable cake, logo-bearing candy bars handed out to conventioneers and a ribbon-cutting, the buzz was on its pocket-change-priced novelty Faithbands.

Around 30 million of the shaped elastic wristbands featuring religious symbols have been sold since they were introduced in March. Now the business plans to introduce a line of rings similar to the bands, featuring some of the most popular wristband designs that include the Christmas and Noah's Ark sets.

"They are one of those products that come along just once every 10 or 15 years," said Vice President of Operations John McKinney, who noted that all other Swanson lines had seen a spike in sales as a result of people contacting the company looking for the Faithbands.

Recording 40 years in the industry, Bob Siemon Designs (BSD) introduced new lines at low price points to help retailers attract cost-conscious shoppers.

The "Songs of Worship" series of pendants and bracelets featuring words from favorite hymns and praise songs, licensed from EMI, retail for $7.99-$13.99, while a leather cross with beaded chain that the company has been giving away to attendees retails for $7.99. New Catholic saint medals in pewter on adjustable chains are priced at $9.99.

"We wanted to bring prices down in this economy," said President Bob Siemon. "Everybody is seeking things that are cost-effective." As part of that effort, stores are also being presented with new, mini countertop-display cases for BSD lines that cost a fraction of the company's flagship standing display case.

In addition, BSD debuted a range of bracelets and necklaces to tie in with the DVD release this month of the teen drama To Save a Life.

The challenges of the market also prompted collaboration, with candle supplier Bec and Chelle displaying alongside Show Off Arts (SOA), with whom it has entered a first licensing agreement that sees 14 of SOA's youthful designs on 3.75-ounce travel tin candles, retailing for $6.99 each.

"The economy is difficult right now, so if, as ventures, we can find ways to promote one another, that is key. The cooperative element is the key," said Bec & Chelle owner Bob Mueller.

Youth-oriented Slingshot Publishing, unveiled its first line of T-shirts, something President Mike Clark called "a natural progression" that responded to consumer demand. The first 20 designs are a mix of new creations and others taken from Slingshot's poster series.

"We know it's tough competition, but we think can take a serious chunk (of the market) with our expertise," Clark said.

Apparel leader Kerusso's booth featured new designs including the red Blood Donor 2 tee and new gifts such as the "Righteous Racers" toy cars for boys. The company also drew one of the biggest show floor crowds of the week for its Tuesday, 3.16 p.m. giveaways—a time chosen to remind people of the verse in the Gospel of John and to highlight Kerusso's commitment to spreading the gospel—that featured products and an iPad.

Those who gathered heard that through its Live for Him campaign, making donations from the sale of wristbands and other accessories, Kerusso has now given more than $360,000 to Compassion International.

Meanwhile, gift supplier Peter Dunn took more than new lines to the show—he also carried his accordion to St. Louis.

The founder and president of P. Graham Dunn picked up the instrument several times a day at his booth to play for conventioneers, accompanied by daughter Anna on violin.

"The accordion is making a comeback," he said, "and if you can't have fun at the show, why go? We used to sing quartets at the booth, but I have no one to sing with now—but I do have a daughter to play with."

In between performances, Dunn was on hand to introduce a new collection of 176 canvas prints, new impulse gifts and an affiliate marketing program that allows dealers to order personalized products through an interactive Web site.

Among several debut gift exhibitors was The Nativity Stones Collection, whose jewelry features authenticated chips from stones from the manger room in the Cave of Nativity in Bethlehem, widely held to mark the birthplace of Jesus.

Sold on television during the 1990s, the crosses, brooches, pendants and rosaries are being made available to Christian retail stores for the first time. "There has been a lot of interest," said Diane Keith, whose father, Stanley Slotkin, brought the stones to the U.S. in 1964.

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