Gooseberry Patch Celebrates 20th Anniversary
In honor of this milestone, the company mailed its hand-drawn catalog complete with celebratory graphics and stories of how the company was started and where it's headed in the next two decades. In addition to a cake commemorating the event, the cover of the 52-page book features photographs of the catalog's founders, Vickie and JoAnn, appearing together in "then" and "now" shots. While their hairdos and clothing styles have changed, the women say one thing has remained the same, their commitment to "products that conjure up the magic of our mothers' kitchens and the warm feelings that go hand in hand with those memories." A short note on the inside cover tells the story of the then next-door neighbors who shared a passion for antiques, gardening and home decorating. An additional note on the flipside thanks customers for their loyalty, which has helped the "little catalog" grow every year. An insert provides recipients with 20 reasons to love Gooseberry Patch, such as "No. 13 - cookbooks, cookbooks, cookbooks; No. 7 - Courteous Customer Satisfaction team; and No. 1 – 20 years of great products." The catalog features over 220 new items and around 300 products for less than $20. Overall, prices range from $12.95 for a set of nostalgic salt and pepper shakers to $120 for a log cabin quilt. As is usual, first-time buyers receive a free gift -- in this case a copy of "Cookie Swap," a 32-page recipe book of "yummy sweets and treats." National Childhood Cancer Foundation Takes On CureSearch Brand
The National Childhood Cancer Foundation, the fundraising and grantee organization for the Children's Oncology Group (COG), hit the mail this summer to promote its 2004 Save A Child Campaign and to introduce its new moniker, CureSearch. 
The package consists of a white #10 envelope that encourages taking action. "Cancer is the #1 killer of children today...but there is something you can do. Look inside!" A two-page letter explains the research successes of COG while asking for donations to the partnered foundation. A personalized post-it note on top offers the startling statistic, "Cancer kills more children than diabetes, cystic fibrosis, congenital anomalies, AIDS and asthma combined." A "New York Area" reply form solicits gifts of $15/$25/$30/other. According to a recent foundation newsletter, the two groups adopted the CureSearch "umbrella brand" in January in order to unify their "joint mission to conquer childhood cancer." The foundation's lengthier name still sits below the CureSearch logo on the mail piece's return address, albeit in a much smaller font.
America! Catalog Taps into Political Market
As the American political scene heats up for the tightly contested presidential election in November, America! Catalog has added gift merchandise ideal for conservatives and liberals alike. 
Specializing in all things American including apparel, collectibles, books and novelty items, America! has featured political items before, but rarely in such quantity. Donkey and elephant collectibles, complete with American flags, grace the cover of the Summer 2004 catalog along with the copy, "Swinging with the party animals!" In addition to these respective mascots of the Democratic and Republican parties, other political merchandise includes a talking Ann Coulter action figure ($29.95), "Hail to the Chiefs" book ($14), and a "W 2004" embroidered rugby polo ($45). In contrast to catalogs that sell issue-oriented gear for those who lean exclusively to the left or right, America! presents both sides of the political spectrum with products ranging from "Why I hate the Democrats" and "Why I hate the Republicans" books to baseball caps in support of John Kerry or George W. Bush. Party politics aside, the majority of the 40-page book is dedicated to clever and unique gifts, with a heavy dose of red, white and blue items, including a Stars and Stripes bathrobe ($69.99), Folk Art Flag cutting board ($17.50) and an Americana comforter ($59.99). Orders can be placed via mail, phone, fax or online.
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