BIRMINGHAM, Alabama – Things are just ducky at Birmingham-based Books-A-Million Inc.
Camo store displays will be stocked with DVDs, books, t-shirts, hats, key chains and other novelties. The displays also will include duck calls, the product that made the extended Robertson family wealthy and ultimately got them on television.
The show, which is AE’s highest-rated program, follows the antics of the unconventional Louisiana family and its business. The show’s popularity led to the extended Duck Commander product line. On the Duck Commander website duck calls range in price from $24.95 to $179.95.
Jeff Skipper, Books-A-Million vice president of marketing, said the push to sell Duck Commander merchandise is in response to explosive demand.
“We saw a tremendous amount of interest in all things “Duck” during the holiday selling season,” he said in a prepared statement. “Our team made the decision to create a custom, in-store display so that we could give our customers a one-stop-shop for all their favorite Duck Commander gear.”
The displays will be installed in all Books-A-Million stores before the television show begins its third season on Wednesday, the company said.