Notebooks and juice boxes may be backpack staples, but they don't often share display space in supermarkets during the back-to-school shopping season. Why? Retailer category managers are inclined to protect their turf, and school supply manufacturers don't always see the benefit.
"[The manufacturers'] perspective is, 'I'm going to get display anyway,"' said Caren Berlin, a youth marketer.
Nevertheless, cross-category promotions are popping up with more frequency as packaged go