Readin', Ritin', and Ringtones?

Once upon a time back-to-school shopping meant buying some new clothes, a new pair of shoes, a few notebooks, pens, pencils, and - this was the highlight for most kids - the ubiquitous and highly coveted lunchbox, resplendent with the most popular character or idol of the time. And every kid knew that lunchbox had better have a matching Thermos or else you'd be banished to the back of the lunch room.

How times have changed. According to a piece in USA Today, more and more companies are jumping on the bandwagon (or is that schoolbus?) to nab a piece of the back-to-school dollar. From cell phones to liquid hand sanitizer, parents are being inundated with marketing pleas to make their kids as prepared for every conceivable situation. Not only should they buy the Hannah Montana lunchbox, but no self-respecting parent would pack it with anything but whole-grain bread from Sara Lee and plump juicy California raisins, both of which are pushing products via BtS campaigns.

While it's easy to write off this approach as crass marketing, there's sound logic to it. As consumers become more accustomed to seasonal event spending around holidays and special occasions, Back-to-School is the natural fall event to spur and justify their shopping. While there will always be a demand for traditional items like notebooks and three-ring binders (make mine a TrapperKeeper, please), social networking, fads, and youth-oriented lifestyle products will generate opportunities for more and more non-traditional inventory to be included in Back-to-School promotions. Laptops and flat-screen TVs, anyone?

We're curious to hear about any non-traditional products you've been able to move successfully with a Back-to-School promotion. Add your ideas via the Comments link.