Tumbling, turning, folding – the Interloop seems to go on forever but what is it?

I was trying to explain to one of our trainees just how difficult it is to publicise a product on the internet when that product doesn’t really have a name. There are products on the market with quite specific trade names but without a well-known generic name it’s not easy! I wrote about a similar problem quite recently concerning wheel charts.

However, in this instance, the example I used was based on the Interloop Mailer. This is a brilliant marketing product which starts life in a square format. However, as soon as you handle it you are automatically invited to open two flaps on the front. On doing so, the Interloop changes from a square to a cross shape with two more flaps that are just begging to be opened. Open those and you are led to another cross, then a third before being taken back to the square where it starts over again. All the time you are turning it inside out to reveal a new format and new graphics and text. Brilliant! So what is it?

When I first saw one of these many years ago I was told that it is called a tumble card. So when giving the GSD Interloop Mailer a generic name on our website I called it a tumble card. However, put “tumble card” into Google and press search and the Interloop Mailer seems to be the only one. So “Tumble card” cannot be the world-wide generic term. I have searched the sites of other manufacturers to find a generic term but all I find are trade names. I guess that the only way to find one is to describe the product in the most succinct way possible. For example; the card is used for advertising, marketing and promotional use and it turns and folds so search for something like turning and folding advertising card or folding and turning promotional product. The searches will lead you to the GSD Interloop Mailer so we are happy that you can find us but not having a generic name does create a headache on the SEO front as do many of our unusual interactive mailers such as the product that we call a Push’n’Pull or the Starburst.