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Many labels and publishers are going with branded CDs to expose their music to audiences. They can approach a particular outlet, like Hello Kitty or Lancome, with a certain demographic of customer an create a compilation CD filled with songs specifically picked for that target market. For Hello Kitty, having the product closer to toys and in the same store is important. Parents may not think twice about picking up the CD if it is already in the store they are shopping in, rather than having to go to a CD store. Wal-Mart has done a similar practice with their "Soundcheck" series, where artists would play short sets and Wal-Mart would release them on CDs in their stores, sometimes packaging them with "official" releases. The labels and publishers are trying to find any non-traditional way to get their music noticed, and are realizing the power that retailers have in exposing the music.