Merchandise Packaging and display

Abstract

A merchandise display is capable of being shipped in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place, and selectively expanded for displaying the merchandise items at a point-of-purchase location wherein there is a shelf which makes available at the point-of-purchase location a predetermined longitudinal shelf length exceeding considerably the limited longitudinal length of the compact package. The merchandise display includes a case and at least one display tray for carrying merchandise items arranged for display and dispensing at the point-of-purchase location. The display tray is coupled with the case for telescoping movement into and out of the case between a retracted position telescoped within the case such that merchandise items carried by the display tray are housed within the case, and an advanced position extended longitudinally out of the case for displaying the merchandise items at the point-of-purchase location. With the display tray in the retracted position the merchandising display is in a compact configuration for shipping in the compact package, and with the display tray in the advanced positions the merchandise display is in an expanded configuration for displaying and dispensing the merchandise items, having a prescribed longitudinal length which fills the predetermined longitudinal shelf length available at the point-of-purchase location.

Description

The present invention relates generally to the display of merchandise items at a point-of-purchase location and pertains, more specifically, to packaging merchandise items for shipping in a compact package and subsequent ready expansion for display and dispensing the merchandise items upon reaching a particular point-of-purchase location.

It has become quite common in merchandising practice to ship merchandise items pre-loaded in a package which will serve as a display upon arrival at a designated point-of-purchase location. More recently, these pre-loaded packages have been found to be highly useful in conducting promotional programs where it is desired to expedite the delivery of merchandise items being promoted, and to facilitate a quick set-up of an attractive display at a promotional point-of-purchase location.

However, in order to avoid excessive shipping costs, while attaining a desired rapid deployment, the dimensions of these pre-loaded packages have been restricted to limitations imposed by express delivery services. Accordingly, it has not been practical, heretofore, to conduct a rapidly-deployed promotion where a point-of-purchase location exceeds certain dimensions, such as along a display shelf having an extensive longitudinal shelf length.

The present invention provides a merchandise display capable of being shipped in a relatively compact package suitable for economical express delivery, pre-loaded with promotional merchandise items, and then being selectively expanded, upon arrival at a promotional point-of-purchase location, for displaying the merchandise items at a point-of-purchase location having more extensive dimensions. As such, the present invention attains several objects and advantages, some of which are summarized as follows: Facilitates a rapid deployment of promotional merchandise items for display at a point-of-purchase location with ease and economy; provides increased versatility in the ability to conduct promotional programs for merchandise items to be displayed at a wider variety of point-of purchase locations; enables economical express shipping of merchandise items in packages pre-loaded for rapid deployment and quick set-up at a promotional point-of-purchase location; provides an aesthetically pleasing relatively large display of merchandise items at a point-of-purchase location, while capable of being shipped economically as well as being stored in a relatively compact configuration; allows the construction of a point-of-purchase merchandise display capable of economical rapid shipping and effective display, utilizing materials which enable economical and convenient disposal; provides a simple yet effective merchandise display for compact shipping of pre-loaded merchandise items and selective expansion to accommodate promotional programs conducted at larger point-of-purchase locations; provides a relatively rugged display for compact shipping of pre-loaded merchandise items to a point-of-purchase location and ready expansion for effectively filling a larger display area made available at the point-of-purchase location.

The above objects and advantages, as well as further objects and advantages, are attained by the present invention which may be described briefly as a merchandise display capable of being shipped in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place, and selective expansion for displaying and dispensing the merchandise items at a point-of-purchase location of prescribed dimensions, including a predetermined longitudinal shelf length available at the point-of-purchase location, the merchandise display comprising: a generally central case having a length extending longitudinally between opposite first and second ends, the case including an opening at each of the first and second ends; a first display tray for carrying merchandise items arranged for display at the point-of-purchase location; a first coupling arrangement coupling the first display tray with the case for telescoping movement of the first display tray into and out of the case through the opening at the first end of the case, the telescoping movement being between a retracted position, wherein the first display tray is essentially telescoped within the case such that merchandise items carried by the first display tray will be housed within the case, and an advanced position, wherein the first display tray is extended longitudinally out of the case for displaying the merchandise items at the point-of-purchase location; a second display tray for carrying merchandise items arranged for display at the point-of-purchase location; and a second coupling arrangement coupling the second display tray with the case for telescoping movement into and out of the case through the opening at the second end of the case, the telescoping movement being between a retracted position, wherein the second display tray is essentially telescoped within the case such that merchandise items carried by the second display tray will be housed within the case, and an advanced position, wherein the second display tray is extended longitudinally out of the case for displaying the merchandise items at the point-of-purchase location, whereby, with the first and second display trays in respective retracted positions the merchandising display is in a compact configuration for shipping in the compact package, and with the first and second display trays in respective advanced positions the merchandise display is in an expanded configuration for displaying and dispensing the merchandise items, the expanded configuration having a prescribed longitudinal length for essentially filling the predetermined longitudinal shelf length available at the point-of-purchase location.

In addition, the present invention provides a merchandise display capable of being shipped in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place, and selective expansion for displaying and dispensing the merchandise items at a point-of-purchase location of prescribed dimensions, including a predetermined longitudinal shelf length available at the point-of-purchase location, the merchandise display comprising: a case having a length extending longitudinally between opposite first and second ends, the case including an opening at least at the first end; a display tray for carrying merchandise items arranged for display at the point-of-purchase location; a coupling arrangement coupling the display tray with the case for telescoping movement of the display tray into and out of the case through the opening at the first end of the case, the telescoping movement being between a retracted position, wherein the display tray is essentially telescoped within the case such that merchandise items carried by the display tray will be housed within the case, and an advanced position, wherein the display tray is extended longitudinally out of the case for displaying the merchandise items at the point-of-purchase location, whereby with the display tray in the retracted position the merchandising display is in a compact configuration for shipping in the compact package, and with the display tray in the advanced position the merchandise display is in an expanded configuration for displaying and dispensing the merchandise items, the expanded configuration having a prescribed longitudinal length for essentially filling the predetermined longitudinal shelf length available at the point-of-purchase location.

The present invention will be understood more fully, while still further objects and advantages will become apparent, in the following detailed description of a preferred embodiment of the invention illustrated in the accompanying drawing, in which:

FIG. 1 is a pictorial view showing a merchandise display constructed in accordance with the present invention in a compact configuration for being packaged in a relatively small shipping carton;

FIG. 2 is a pictorial view of the merchandise display in an expanded configuration for placement at a point-of-purchase location;

FIG. 3 is an exploded pictorial view of the merchandise display illustrating component parts thereof;

FIG. 4 is rear elevational view of the merchandise display;

FIG. 5 is an enlarged fragmentary view, partially sectioned, of a portion 5 of FIG. 4;

FIG. 6 is a bottom plan view of the merchandise display;

FIG. 7 is a cross-sectional view taken along line 7-7 of FIG. 6; and

FIG. 8 is an enlarged fragmentary view, further sectioned, of a portion 8 of FIG. 7.

Referring now to the drawing, and especially to FIG. 1 thereof, a merchandise display constructed in accordance with the present invention is shown at 10 and is seen to be in a compact configuration for reception within a relatively small shipping carton 12. Merchandise display 10 has been pre-loaded with merchandise items 20, and both the merchandise display 10 and the merchandise items 20 are to be shipped in connection with the conduct of a promotional program in which the merchandise items 20 are to be deployed rapidly for display and dispensing at a particular point-of-purchase location. In the compact configuration of merchandise display 10, as shown in FIG. 1, merchandise display 10 has a limited longitudinal length LM which enables the merchandise display 10 to fit within the limited longitudinal length LC of shipping carton 12.

Turning now to FIG. 2, upon arrival at a point-of-purchase location 30, merchandise display 10 has been removed from the shipping carton 12 and has been placed upon a shelf 32 provided at the point-of-purchase location 30. Shelf 32 has a predetermined longitudinal shelf length LS which exceeds considerably the longitudinal length LM of the merchandise display 10 when in the compact shipping configuration illustrated in FIG. 1. Merchandise display 10 has been expanded to present merchandise items 20 for display and dispensing at point-of-purchase location 30, the expansion of the merchandise display 10 enabling the merchandise items 20 to be arrayed essentially over the length LS of the shelf 32, thereby effectively filling the shelf length made available at the point-of-purchase location 30, with the merchandise items 20 available for selection by a purchaser.

Merchandise display 10 has a central case 40 constructed in the form of a sleeve 42 having a length 44 extending longitudinally between opposite first and second open ends 46 and 48, respectively. A rear panel 50 extends upwardly from rear edge 51 (see FIG. 4) of a bottom panel 52 to a top edge 53, and a cover panel 54 extends upwardly from the front edge 55 of the bottom panel 52 to the top edge 53 of the rear panel 50, the cover panel 54 having a front panel area 56 facing forward and a slanted panel area 58 facing in an upward and forward direction.

A first display tray 60 is juxtaposed with first open end 46 and includes tiers 62 located above a bottom wall 63 and extending longitudinally between end walls 64, the tiers 62 being stepped upwardly from a front lip 66 toward a rear wall 68 of display tray 60 so as to carry merchandise items 20 arranged for display and dispensing at the front of display tray 60. Likewise, a second display tray 70 is juxtaposed with second open end 48 and includes tiers 72 located above a bottom wall 73 and extending longitudinally between end walls 74, tiers 72 being stepped upwardly from a front lip 76 toward a rear wall 78 of display tray 70 so as to carry further merchandise items 20 arranged for display and dispensing at the front of display tray 70.

Each display tray 60 and 70 is coupled with sleeve 42 for telescoping movement between a retracted position, wherein each display tray 60 and 70 is telescoped essentially within sleeve 42 such that the merchandise items 20 are housed within case 40, as seen in FIG. 1, and an advanced position, wherein each display tray 60 and 70 is extended longitudinally out of the sleeve 42 for displaying and dispensing the merchandise items 20 at the point-of-purchase location 30, as seen in FIG. 2. Thus, with the display trays 60 and 70 pre-loaded with merchandise items 20 and placed in the respective retracted positions, merchandise display 10 is contracted into a compact configuration, as seen in FIG. 1, for ready reception within a relatively small carton 12 suited for economical express shipping, as well as for requiring only a limited storage volume. Upon arrival at point-of-purchase location 30, merchandise display 10 is expanded readily, as illustrated in FIG. 2, wherein the merchandise display 10 is in an expanded configuration having a longitudinal length LL for essentially filling the predetermined longitudinal shelf length LS made available at the point-of-purchase location 30.

Referring now to FIGS. 3 through 8, as well as to FIGS. 1 and 2, a coupling arrangement 80 couples each display tray 60 and 70 with sleeve 42 for telescoping movement between the respective retracted and advanced positions. Coupling arrangement 80 enables the desired telescoping movements to be accomplished with ease and stability, while maintaining a high degree of structural integrity in the merchandise display 10. To that end, rear panel 50 of sleeve 42 is provided with elongate slots 82 juxtaposed with each rear wall 68 and 78 of corresponding display trays 60 and 70. Preferably, slots 82 extend along rear panel 50 adjacent the top edge 53 of the rear panel 50, spaced away from bottom panel 52 of sleeve 42. A follower on each display tray 60 and 70 is shown in the form of a flanged pin 84 which extends through each slot 82 and is secured at location 85 to a corresponding rear wall 68 and 78 of a corresponding display tray 60 and 70. Each pin 84 is received and captured within a corresponding slot 82 for sliding movement confined to longitudinal movement along the slot 82 as a corresponding display tray 60 and 70 is telescoped into and out of sleeve 42. Terminal ends 86 of the slots 82 provide respective abutments 88 which complete stop mechanisms that limit the movement of each display tray 60 and 70 to movement between the advanced and retracted positions by virtue of the engagement of each pin 84 with a corresponding abutment 88.

In a similar manner, bottom panel 52 of sleeve 42 is provided with elongate slots 90 and 92 juxtaposed with each bottom wall 63 and 73 of corresponding display trays 60 and 70, slots 90 extending adjacent corresponding front lips 66 and 76, and slots 92 extending adjacent corresponding rear walls 68 and 78. A follower in the form of a flanged pin 94 extends through each slot 90 and 92 and is secured at location 95 to a corresponding bottom wall 68 and 78 of a corresponding display tray 60 and 70. Each pin 94 is received and captured within a corresponding slot 90 and 92 for sliding movement confined to longitudinal movement along the slot 90 or 92 as a corresponding display tray 60 and 70 is telescoped into and out of sleeve 42. The terminal ends 96 of the slots 90 and 92 include respective abutments 98 which provide further stop mechanisms that limit the movement of each display tray 60 and 70 to movement between the advanced and retracted positions. The location and extent of slots 82, 90 and 92 assure that telescoping movements of display trays 60 and 70 remain longitudinally true and well-controlled for ease of loading and for ready subsequent set-up, while maintaining a high degree of structural integrity. The location of abutments 88 and 98 assure the attainment of precision in longitudinal lengths LM and LL of merchandise display 10 when the merchandise display 10 is placed respectively in the compact configuration and in the expanded configuration.

As best seen in FIG. 8, each pin 84 preferably includes an internally threaded post 100 capped with a flanged head 102 and engaged by a threaded shank 104 likewise capped with a flanged head 106. A post 100 is extended through a corresponding aperture 108 in each rear wall 68 and 78 of corresponding display trays 60 and 70 to secure a pin 84 at each location 85, and shank 104 is threaded into post 100 to capture the pin 84 within a corresponding slot 82. Pins 94 are constructed and secured in place in a like manner. Pins 84 and 94 preferably are constructed of a synthetic polymeric material which provides structural strength together with a certain amount of lubricity for promoting unencumbered smooth movements of display trays 60 and 70.

Telescoping movements of the display trays 60 and 70 are accomplished merely by grasping a corresponding end wall 64 or 74 to pull or push a display tray 60 or 70 relative to sleeve 42. As seen in FIG. 1, in the retracted position of each display tray 60 and 70, the end walls 64 and 74 preferably are spaced a short distance longitudinally away from corresponding ends 46 and 48 to enable grasping of an end wall 64 or 74 for effecting the desired telescoping movements. The case 40 and the display trays 60 and 70 are constructed readily of corrugated paperboard or a similar material for economy and for ease and convenience of disposal.

The front panel area 56 and the slanted panel area 58 provide outer faces 110 and 120 for the placement of product information and promotional material, including attractive graphics, which is readily viewed at the point-of-purchase location 30, as well as easily accessed when merchandise display 10 is in either one of the compact or expanded configurations. The generally central location of sleeve 42, between the extended display trays 60 and 70, provides an aesthetically pleasing display upon placement of the expanded merchandise display 10 at the point-of-purchase location 30.

It will be seen that the present invention attains the several objects and advantages summarized above; namely, Facilitates a rapid deployment of promotional merchandise items for display at a point-of-purchase location with ease and economy; provides increased versatility in the ability to conduct promotional programs for merchandise items to be displayed at a wider variety of point-of purchase locations; enables economical express shipping of merchandise items in packages pre-loaded for rapid deployment and quick set-up at a promotional point-of-purchase location; provides an aesthetically pleasing relatively large display of merchandise items at a point-of-purchase location, while capable of being shipped economically as well as being stored in a relatively compact configuration; allows the construction of a point-of-purchase merchandise display capable of economical rapid shipping and effective display, utilizing materials which enable economical and convenient disposal; provides a simple yet effective merchandise display for compact shipping of pre-loaded merchandise items and selective expansion to accommodate promotional programs conducted at larger point-of-purchase locations; provides a relatively rugged display for compact shipping of pre-loaded merchandise items to a point-of-purchase location and ready expansion for effectively filling a larger display area made available at the point-of-purchase location.

It is to be understood that the above detailed description of a preferred embodiment of the invention is presented by way of example only. Various details of design and construction may be modified without departing from the true spirit and scope of the invention, as set forth in the appended claims.

Claims

1. A merchandise display capable of being shipped in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place, and selective expansion for displaying and dispensing the merchandise items at a point-of-purchase location of prescribed dimensions, including a predetermined longitudinal shelf length available at the point-of-purchase location, the merchandise display comprising:

a generally central case having a length extending longitudinally between opposite first and second ends, the case including an opening at each of the first and second ends;

a first display tray for carrying merchandise items arranged for display at the point-of-purchase location;

a first coupling arrangement coupling the first display tray with the case for telescoping movement of the first display tray into and out of the case through the opening at the first end of the case, the telescoping movement being between a retracted position, wherein the first display tray is essentially telescoped within the case such that merchandise items carried by the first display tray will be housed within the case, and an advanced position, wherein the first display tray is extended longitudinally out of the case for displaying the merchandise items at the point-of-point location;

a second display tray for carrying merchandise items arranged for display at the point-of-purchase location; and

a second coupling arrangement coupling the second display tray with the case for telescoping movement into and out of the case through the opening at the second end of the case, the telescoping movement being between a retracted position, wherein, the second display tray is essentially telescoped within the case such that merchandise items carried by the second display tray will be housed within the case, and an advanced position, wherein the second display tray is extended longitudinally out of the case for displaying the merchandise items at the point-of-purchase location, whereby, with the first and second display trays in respective retracted positions the merchandise display is in a compact configuration for shipping in the compact package, and with the first and second display trays in respective advanced positions the merchandise display is in an expanded configuration for displaying and dispensing the merchandise items, the expanded configuration having a prescribed longitudinal length for essentially filling the predetermined longitudinal shelf length available at the point-of-purchase location.

2. The merchandise display of claim 1 including a stop mechanism between the case and each of the first and second display trays, each stop mechanism being located and arranged for precluding movement of a corresponding display tray out of the case beyond a respective advanced position wherein the expanded configuration includes the prescribed longitudinal length.

3. The merchandise display of claim 2 wherein each stop mechanism is located and arranged for precluding movement of a corresponding display tray into the case beyond a respective retracted position when the merchandise display is placed in the compact configuration.

4. The merchandise display of claim 2 wherein:

the case includes a bottom panel and a rear panel;

the first and second display trays each include a bottom wall juxtaposed with the bottom panel, and a rear wall juxtaposed with the rear panel; and

a said stop mechanism is located at least between a wall of each display tray and a juxtaposed panel of the case.

5. The merchandise display of claim 4 wherein each coupling arrangement includes an elongate slot extending longitudinally along at least one of the bottom panel and the rear panel of the case and juxtaposed with a corresponding wall of each of the first and second display trays, and a follower on the corresponding wall received within a juxtaposed slot for sliding movement confined to longitudinal movement along the slot during telescoping movement of a corresponding display tray.

6. The merchandise display of claim 4 wherein the bottom panel extends between a front edge and rear edge, the rear panel extends upwardly from the rear edge of the bottom panel to a top edge, each coupling arrangement includes first and second elongate slots extending longitudinally along the rear panel and juxtaposed with corresponding rear walls of the first and second display trays, and a follower on each of the rear walls of the first and second display trays, each follower being received within a corresponding slot for sliding movement confined to longitudinal movement along the slot during telescoping movement of a corresponding display tray, each stop mechanism includes an abutment at one of opposite terminal ends of each slot, the abutments being located adjacent a corresponding end of the case such that upon the corresponding display tray reaching the advanced position, a corresponding follower will engage a corresponding abutment to preclude advancement of the corresponding display tray out of the case beyond the advanced position.

7. The merchandise display of claim 6 wherein each stop mechanism includes a further abutment at another of the opposite terminal ends of a corresponding slot, the further abutment being located such that upon the corresponding display tray reaching the retracted position, a corresponding follower will engage a corresponding further abutment to preclude retraction of the corresponding display tray into the case beyond the retracted position.

8. The merchandise display of claim 6 wherein the slots extend adjacent the top edge of the rear panel.

9. The merchandise display of claim 8 wherein each coupling arrangement includes further elongate slots extending longitudinally along the bottom panel of the case, and counterpart followers on the bottom wall of each display tray received within corresponding slots for longitudinal sliding movement during telescoping movements of the corresponding display tray.

10. The merchandise display of claim 9 wherein each further slot includes a terminal end having an abutment located for engagement by a corresponding follower upon the corresponding display tray reaching the advanced position of that display tray.

11. The merchandise display of claim 9 wherein each stop mechanism includes a further abutment at another of the opposite terminal ends of a corresponding slot, the further abutment being located such that upon the corresponding display tray reaching the retracted position, a corresponding follower will engage a corresponding further abutment to preclude retraction of the corresponding display tray into the case beyond the retracted position.

12. The merchandise display of claim 9 wherein the further elongate slots are located adjacent each of the front edge and the rear edge of the bottom panel.

13. The merchandise display of claim 1 wherein the case includes a bottom panel having a front edge and a rear edge, a rear panel, a front panel extending upwardly from the front edge of the bottom panel, a top panel extending rearwardly from the front panel to the rear panel, and an outer face extending along at least one of the front panel and the top panel for carrying information pertaining to the merchandise items.

14. A merchandise display capable of being shipped in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place, and selective expansion for displaying and dispensing the merchandise items at a point-of-purchase location of prescribed dimensions, including a predetermined longitudinal shelf length available at the point-of-purchase location, the merchandise display comprising:

a case having a length extending longitudinally between opposite first and second ends, the case including an opening at least at the first end;

a display tray for carrying merchandise items arranged for display at the point-of-purchase location;

a coupling arrangement coupling the display tray with the case for telescoping movement of the display tray into and out of the case through the opening at the first end of the case, the telescoping movement being between a retracted position, wherein the display tray is essentially telescoped within the case such that merchandise items carried by the display tray will be housed within the case, and an advanced position, wherein the display tray is extended longitudinally out of the case for displaying the merchandise items at the point-of-purchase location, whereby with the display tray in the retracted position the merchandise display is in a compact configuration for shipping in the compact package, and with the display tray in the advanced position the merchandise display is in an expanded configuration for displaying and dispensing the merchandise items, the expanded configuration having a prescribed longitudinal length for essentially filling the predetermined longitudinal shelf length available at the point-of-purchase location.

15. The merchandise display of claim 14 including a stop mechanism between the case and the display tray, the stop mechanism being located and arranged for precluding movement of the display tray out of the case beyond the advanced position wherein the expanded configuration includes the prescribed longitudinal length.

16. The merchandise display of claim 15 wherein:

the case includes a bottom panel and a rear panel;

the display tray includes a bottom wall juxtaposed with the bottom panel, and a rear wall juxtaposed with the rear panel; and

the stop mechanism is located at least between a wall of the display tray and a juxtaposed panel of the case.

17. The merchandise display of claim 16 wherein the coupling arrangement includes an elongate slot extending longitudinally along at least one of the bottom panel and the rear panel of the case and juxtaposed with a corresponding wall of the display tray, and a follower on the corresponding wall engaged with a juxtaposed slot for longitudinal sliding movement along the slot during telescoping movement of the display tray.

18. The merchandise display of claim 16 wherein the bottom panel extends between a front edge and rear edge, the rear panel extends upwardly from the rear edge of the bottom panel to a top edge, the coupling arrangement includes an elongate slot extending longitudinally along the rear panel and juxtaposed with the rear wall of the display tray, and a follower on the rear wall of the display tray, the follower extending within the slot for sliding movement confined to longitudinal movement along the slot during telescoping movement of the display tray, and the stop mechanism includes an abutment at a terminal end of the slot, the abutment being located adjacent the first end of the case such that upon the display tray reaching the advanced position, the follower will engage the abutment to preclude advancement of the display tray out of the case beyond the advanced position.

19. The merchandise display of claim 18 wherein the slot extends adjacent the top edge of the rear panel.

20. The merchandise display of claim 19 wherein the coupling arrangement includes further elongate slots extending longitudinally along the bottom panel of the case, and counterpart followers on the bottom wall of the display tray and extending into corresponding slots for longitudinal sliding movement along the corresponding slots during telescoping movements of the display tray.

21. The merchandise display of claim 20 wherein each further slot includes a terminal end having an abutment located for engagement by a corresponding follower upon the display tray reaching the advanced position.

22. The merchandise display of claim 21 wherein the further elongate slots are located adjacent each of the front edge and the rear edge of the bottom panel.

23. The merchandise display of claim 14 wherein the case includes a bottom panel having a front edge and a rear edge, a rear panel, a front panel extending upwardly from the front edge of the bottom panel, a top panel extending rearwardly from the front panel to the rear panel, and an outer face extending along at least one of the front panel and the top panel for carrying information pertaining to the merchandise items.

24. A merchandise display capable of being shipped in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place within the merchandise display, and selective expansion for displaying and dispensing the merchandise items at a point-of-purchase location of prescribed dimensions, including a longitudinal shelf length available at the point-of-purchase location, the merchandise display comprising:

a case having a length extending longitudinally between opposite first and second ends, the case including an opening at least at the first end;

a display tray for carrying merchandise items arranged for display at the point-of-purchase location;

the display tray being engageable with the case for telescoping movement of the display tray along longitudinal directions extending into and out of the case through the opening at the first end of the case, the telescoping movement being between a retracted position, wherein at least a portion of the display tray is telescoped within the case, and an advanced position, wherein the display tray is extended longitudinally beyond the first end of the case for displaying the merchandise items at the point-of-purchase location, whereby with the display tray in the retracted position the merchandise display is in a compact configuration for shipping in the compact package, and with the display tray in the advanced position the merchandise display is in an expanded configuration for displaying and dispensing the merchandise items, the expanded configuration providing a longitudinal length for essentially filling the longitudinal shelf length available at the point-of-purchase location.

25. A method for shipping a merchandise display in a compact package of limited longitudinal length complete with merchandise items pre-loaded in place within the merchandise display, and selectively expanding the merchandise display for displaying and dispensing of the merchandise items at a point-of-purchase location of prescribed dimensions, including a longitudinal shelf length available at the point-of-purchase location, the method comprising:

placing merchandise items in a display tray with the merchandise items arranged for display at the point-of purchase location;

moving the display tray into a retracted position within a case having a length extending longitudinally between opposite first and second ends of the case, the case including an opening at least at the first end for enabling telescoping movement of the display tray within the case, between a retracted position, wherein at least a portion of the display tray is telescoped within the case to place the merchandise display in a compact configuration, and an advanced position, wherein at least a portion of the display tray is extended longitudinally beyond the first end of the case to place the merchandise display in an extended configuration for displaying merchandise items at the point-of-purchase location;

shipping the merchandise display in the compact configuration; and

subsequently moving the display tray into the advanced position to place the merchandise display in the expanded configuration for displaying and dispensing the merchandise items, the expanded configuration providing the merchandise display with a longitudinal length for essentially filling the longitudinal shelf length available at the point-of-purchase location.