Sterling Licenses Mr. Magoo for TV/Print Ads

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At Vision Expo East, Mr. Magoo is greeted at the Sterling Optical booth by Emerging Vision execs (l to r) Myles Lewis, Chris Payan and Sam Herskowitz.

GARDEN CITY, N.Y.--Venerable cartoon character Mr. Magoo--know for being near-sighted--is bringing his personal brand of myopia to Sterling Optical’s latest advertising campaign, under a new licensing agreement signed by Sterling parent Emerging Vision.

A series of new print ads that began running early in the first quarter features Mr. Magoo urging consumers to come to Sterling and “See What You’re Missing.” In addition, live-action TV commercials show people “acting Magoo-like,” according to Sam Herskowitz, Emerging Vision’s co-chief operating officer. At the end of each commercial, Mr. Magoo strolls in as his theme music plays.

“Looking at Mr. Magoo just puts a smile on your face, we want people to come into our stores with smiles on their faces,” Herskowitz told VM.

This is one of a new series of Sterling Optical print ads featuring cartoon character Mr. Magoo.

Beginning late in March, Sterling stores will use the Magoo image on cutouts, signage, T-shirts and other POP materials. In addition, a new gift-with-purchase promotion will offer consumers who buy eyewear at a Sterling store a free DVD with clips from five Mr. Magoo cartoons. Included on the DVD will be Sterling’s new TV spots.

A live “Mr. Magoo” will also be visiting Sterling stores in the New York City area through mid-April, Herskowitz said. --Cathy Ciccolella