Majesco's Zumba: Building Momentum At Target And GameStop

Apr. 4.12 | About: Majesco Entertainment (COOL)

According to the latest rankings data, Majesco (COOL) is building momentum with its Zumba franchise at Target (NYSE:TGT) and GameStop (NYSE:GME).

At Walmart (NYSE:WMT) and Amazon (NASDAQ:AMZN), most Zumba SKUs have been Top 10 titles for over a year. In contrast, most Zumba SKUs have rarely cracked the Top 10 at Target or GameStop. To date, these stores haven't been attracting the typical Zumba demographic (adult women) to their video game sections. This makes sense for GameStop, which caters to young males. For Target though, adult women is the company's dominant customer set.

Apparently, both stores are getting the message (either that or Majesco is stepping up its marketing efforts at these outlets). This is particularly true of Zumba's Wii versions, as you can see from the chart below.

Zumba - Wii

3/21/2012

3/28/2012

4/4/2012

Gamestop

203

130

81

Target

430

6

11

Zumba 2 - Wii

3/21/2012

3/28/2012

4/4/2012

Gamestop

37

22

14

Target

431

9

5

Click to enlarge

It is particularly astounding to see the original Zumba Fitness moving up the charts. This game has been out for nearly a year and a half. This validates Pipeline Data's thesis that adult women are purchasing the first version ahead of the second. This runs counter to what typically happens in most entertainment industries, but is more common in the fitness market.

Looking at the Xbox Kinect versions of Zumba, these SKUs still haven't taken off at Target or GameStop yet, but the original Zumba Fitness title for Kinect is showing signs of life at Target.

Zumba - Xbox

3/21/2012

3/28/2012

4/4/2012

Target

365

100

89

Click to enlarge

This is certainly not a normal occurrence in the video game market, where games typically achieve their maximum sales in the first month of release. This strength may foretell future success for the Zumba Kinect sequel, Zumba Rush.

Net-net, these are all signs that the Zumba franchise continues to demonstrate uncanny longevity. The timing can't be better. Zumba Fitness, LLC just received a large round of funding to expand the empire. Majesco's Zumba titles get to go along or the ride. Meanwhile, the company is preparing to launch its NBA Kinect title. It will be coming soon and is attracting buzz for its promise to deliver a never-before-seen NBA experience to home gamers.

With the summer doldrums approaching, it appears that Majesco is positioning itself to stand out during the usually quiet midyear period.

Disclosure: I am long (NASDAQ:COOL)