Just-a-buck Unveils ‘bucky'

New mascot provides Just-A-Buck with a unique niche in the dollar store market

(Wednesday, June 15, 2005) - If you happen to see a six-foot-tall beaver standing outside of your local dollar store one of these days, please refrain from rubbing your eyes in disbelief. What you're seeing is real…well, sort of. Meet "Bucky," the new company mascot of Just-A-Buck dollar stores. The custom-made mascot was conceived as a unique and cost-effective way to attract customers and will be used for grand openings, special sales and other events. It is believed that Bucky is the first mascot of any kind in the bourgeoning U.S. dollar store industry. Just-A-Buck features 44 franchise and company-owned locations across the U.S. and Puerto Rico. The mascot is seen as a fresh way to attract children – and the parents who typically accompany them – to the dollar store location. Bucky serves as an ambassador for the franchise, handing out anything from candy, to balloons, to coupons for mom or dad. "Bucky is a great way to promote our product in a cost effective and fun way," said Steven Bakst, President and CEO of Just-A-Buck Licensing, Inc. "The concept of a mascot is successful because it gives our store increased visibility while promoting our commitment to customer relations." --more-- Just-A-Buck Licensing, Inc.: "Bucky" makes his debut -- 2 Bucky is available to any Just-A-Buck location. Upon request, the beaver costume is shipped to franchises and company stores for use at their own discretion. An employee at the requesting store dons the outfit and the location suddenly has an eye-catching marketing tool to push their product. When not in use, the Bucky costume is stored at Just-A-Buck corporate headquarters in Goshen, N.Y. "It's a tried-and-true concept in the retail industry, but not necessarily in the dollar store sector," said Bakst. "We figured it was time." Just-A-Buck is regarded as the fastest rising dollar store chain in the country. Founded in 1988, the company has experienced steady and successful growth since it began franchising in 1992. The company was recently named the No. 1 franchise in the Dollar Store category of Entrepreneur magazine's 26th Annual Franchise 500, which ranks the top franchises in the country. The chain includes locations in Connecticut, Florida, Louisiana, Maine, New Jersey, New York, Ohio, Puerto Rico and Tennessee. The dollar store, meanwhile, has become a major player in the retail industry. According to a recent Nielsen study, 62 percent of American households shopped at a dollar store, up from 52 percent in 1999. That nearly matched the growth rate for supercenters, the fastest-growing store category. Bucky made its debut in May, handing out balloons and coupons at a Just-A-Buck in Ohio. Initial feedback indicates the company has made a great hire with its most unique (and furry) pitchman. "We believed people would connect with Bucky and we certainly have not been disappointed," said Bakst. "It's a fun thing for our franchisees, and an effective method to bring new customers aboard." --more-- Just-A-Buck Licensing, Inc.: "Bucky" makes his debut -- 3 ABOUT JUST-A-BUCK LICENSING, INC.: Just-A-Buck Licensing, Inc., headquartered in Goshen, N.Y., has 34 franchised stores and 10 company-owned units. Since 1992, the company has awarded franchises to qualified individuals the license to operate Just-A-Buck retail stores featuring items selling at the single suggested retail price of one dollar. In 2005, Just-A-Buck was named the No. 1 dollar store franchise in the industry by Entrepreneur Magazine. For more information about Just-A-Buck, see www.justabuck.com.

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