US3821538A

US3821538A - Illuminated product display fixture for edge lighting displayed articles

Info

Publication number: US3821538A
Application number: US00361142A
Authority: US
Inventors: I Jonathan; J Madden
Original assignee: Hallmark Cards Inc
Current assignee: Hallmark Cards Inc
Priority date: 1973-05-17
Filing date: 1973-05-17
Publication date: 1974-06-28
Anticipated expiration: 1991-06-28
Also published as: CA989789A; GB1425157A; DE2412495A1

Abstract

An illuminated product display fixture is provided having a plurality of upright, preformed, removable and interchangeable modules of translucent, synthetic resin material each presenting upright rows of article receiving pockets with combination light source and reflector means being strategically located behind the modules in disposition to effect edge lighting of products displayed in respective pockets. The back walls of the pockets are preferably covered with rearwardly facing reflector material to prevent passage of light therethrough and to augment diffusion of light rays from the source thereof so that customer observable hot spots are awarded. The modules are molded of a configuration such that the top walls of each pocket are of greater area than the bottom wall of the pocket there next above whereby the largest part of the light directed onto the article in each pocket is received from the translucent top wall thereabove for the most pleasing lighting effect without harsh glare.

Description

United States Patent [19] Jonathan et a1.

[ June 28, 1974 ILLUMINATED PRODUCT DISPLAY FIXTURE FOR EDGE LIGHTING DISPLAYED ARTICLES Inventors: Isaac Jonathan, Kansas City; John W. Madden, Overland Park, both of Kans.

Hallmark Cards, Incorporated, Kansas City, Mo.

Filed: May 17, 1973 Appl. No.: 361,142

Assignee:

US. Cl. 240/2 AD, 40/ 124, 240/4, 240/6, 312/128 Int. Cl. F2lv 33/00 Field of Search 240/2 AD, 2 R, 4, 6; 40/124, 124.2; 312/117, 126, 128

References Cited UNITED STATES PATENTS l/1930 Griffith 240/2 AD 4/1932 Burkhart 240/6 2/1950 Anders 240/2 AD 4/1959 Fitzgerald 240/2 AD Primary Examiner-Richard L. Moses Attorney, Agent, or Firm--Schmidt, Johnson, Hovey & Williams [5 7] ABSTRACT An illuminated product display fixture is provided having a plurality of upright, preformed, removable and interchangeable modules of translucent, synthetic resin material each presenting upright rows of article receiving pockets with combination light source and reflector means being strategically located behind the modules in disposition to effect edge lighting of products displayed in respective pockets. The back walls of the pockets are preferably covered with rearwardly facing reflector material to prevent passage of light therethrough and to augment diffusion of light rays from the source thereof so that customer observable hot spots are awarded. The modules are molded of a configuration such that the top walls of each pocket are of greater area than the bottom wall of the pocket there next above whereby the largest part of the light directed onto the article in each pocket is received from the translucent top wall thereabove for the most pleasing lighting effect without harsh glare.

19 Claims, 10 Drawing Figures ILLUMINATED PRODUCT'DISPLAY FIXTURE FOR EDGE LIGHTING DISPLAYED ARTICLES This invention relates to an illuminated product dis play fixture for retail outlets which is especially useful for displaying items such as greeting cards, party goods and other flat materials which are usually stacked for customer selection and successive removal, but which is also uniquely usable for displaying three-dimensional artistic products and decorative accessories which benefit from indirect illumination thereon for customer appeal. More particularly, the invention is concerned with a display fixture which is adapted to evenly illuminate the articles to be displayed by indirect edge lighting while providing means for more effectively displaying a large variety and selection of articles for customer selection.

Exemplary greeting card display fixtures of the prior art conventionally have employed a plurality of horizontal, vertically spaced and rearwardly staggered panels for the reception of the articles to be displayed. Upstanding glass keepers at the forward edge of each horizontal stretch were normally utilized to give a series of elongated compartments of rectangular cross section which extended substantially the entire width of the display rack. An overhead lighting fixture was usually disposed above the rack to directly illuminate the articles displayed therebelow.

These display racks of the prior art were deficient in several important respects. Specifically, because of their fixed construction and unchangeable dimensions, it was very difficult to display odd-shaped greeting cards, various sized cards, or other merchandise. For example, it is common in the greeting card industry to feature seasonal cards of varying shapes, such as eggshaped cards at Easter time. As can be appreciated, with the normal display fixtures, it is very difficult to position such cards for effective retail merchandising because they oftentimes become tipped or otherwise distorted in the rack, thereby reducing the effectiveness of the promotion. A related problem has occurred when it is attempted to display various gift items in conjunction with the greeting cards. These impulse items as they are known in the trade are desirably dis-.

played alongside the greeting cards to enhance their salability. However, because of their differing shapes and dimensions, it has heretofore been impossible to effectively display them in the same rack of fixture with the greeting cards.

Another serious drawback of the constructions of the prior art involve the illumination system normally utilized. Direct overhead lighting has conventionally been provided by means of either incandescent or fluorescent lighting sources positioned above the rack. Such a direct lighting system normally produces a harsh, upspecific lighting effect on the cards below. This is to be contrasted with soft or glow lighting which serves to enhance the beauty of the articles displayed. The latter more desirable effect has been impossible to achieve with the constructions of the prior art, thus limiting their utility. This is to be contrasted with the more desirable illumination of the type referred to herein as edge lighting, which pertains to soft, indirect lighting from the sides of the articles. As can be appreciated, edge lighting has been impossible to achieve with the construction of the prior art, and therefore the utility thereof is limited.

Hence, there is a need in the art for an illuminated product display fixture which can'be modified at will to change the promotional format thereof and is capable of individually edge lighting displayed articles in a soft, unobtrusive manner.

SUMMARY Accordingly, it has been found that such a display fixture can be provided which is relatively inexpensive to produce and serves to individually edge illuminate greeting cards or other items displayed therein.

The fixture comprises receptacle means such as an integral multi-pocketed synthetic resin module having the pockets thereof extending inwardly from its forward edge and defined by integral side, top and bottom walls. The top wall of eachof the pockets is translucent, while the generally planar back walls thereof are rendered opaque.

In preferred embodiments, an upright supporting structure carries removably nestable modules of the type described in a rearwardly tilted article displaying disposition, and each of the modules is provided with a series of vertically aligned, transversely extending rows of rearwardly tilted pockets. The supporting structure also carries an illumination system for the modules, which includes a light source positioned in a spaced relationship behind the modules which is capable of evenly illuminating the latter. In this connection, it is especially preferred to employ vertically spaced, elongated fluorescent lighting sources in order to illuminate the forwardly positioned adjacent, side-by-side modules which substantially span the lateral width of the supporting frame.

A reflector is also secured within the supporting structure behind the light source to enhance the illuminating power of the latter. In preferred forms, the reflector is composed of a continuous sheet of bendable sheet metal, with the reflective surface thereof being coated with white paint.

In order to produce the desirable edge lighting effects, the reflector and light sources are configured and positioned relative to the forwardly spaced article receiving modules in order to cooperatively direct a substantial part of the light emanating from the sources through the translucent top walls of the respective pockets. In this manner, soft, indirect light passes through the translucent top walls of the pockets to edge illuminate the articles positioned therein.

To further enhance this result, the inwardly extending top and bottom walls of each of the pockets are an- I through the translucent top walls.

simultaneously adhesively securing the strip in covering relationship thereto. Such a strip is effective not only to increase the amount of light ultimately directed through the translucent top walls of the pocket but also to block passage of light through the forward peripheral edges of the module joining transversely adjacent pockets.

DRAWINGS FIG. 1 is a perspective view of an illuminated product display fixture in accordance with the present invention, showing a plurality of translucent, synthetic resin article receiving modules ready for the reception of articles to be displayed;

FIG. 2 is a fragmentary, front elevational view of the display fixture of FIG. 1, with one module thereof being removed and the adjacent module partially cut away to more clearly illustrate the support structure therefor;

FIG. 3 is a fragmentary, side view in vertical section taken along sight line 3--3 of FIG. 2;

,FIG. 4 is a perspective view of a module depicted in FIG. 1, shown with continuous strips of reflectorized synthetic resin material in covering disposition to the transverse rows of article receiving pockets;

FIG. 5 is a fragmentary rear elevational view of the lower module mounted within the fixture as shown in FIG. 3, with aportion of the continuous reflectorized strip being broken away;

FIG. 6 is a fragmentary sectional view taken along I sight line 66 of FIG. 5, showing the continuous reflectorized strip in covering disposition to the back walls of the adjacent pockets and the lateral spaces therebetween;

FIG. 7 is a fragmentary vertical sectional view taken along sight line 7 7 of FIG. 2, showing the use of a planar wall providing an informational indicia panel within the module.

FIG. 8 is a fragmentary sectional view taken along sight line 8 8 of FIG. 2, showing the rearwardly extending lip of a pair of adjacent modules cooperatively nested within complementary holding structure on the midpost of the frame;

FIG. 9 is a fragmentary sectional view taken along sight line 9 9 of FIG. 2, showing the rearwardly extending lip of a module removably nested within complementary flange structure provided in the side wall of the frame; and

FIG. 10 is a fragmentary side view in vertical section showing a modified display fixture with an upper pair of modules having two transversely extending rows of article receiving pockets therein, in conjunction with an illumination system therefor comprising a single elongated fluorescent lighting element and reflector housing therebehind.

DETAILED DESCRIPTION An illuminated product display fixture for individually edge lighting articles positioned therein is shown perspectively in FIG. 1 and is generally referred to by numeral 10. It comprises an upstanding frame and panel assembly 12 having a vertical back wall 14 with a pair of forwardly extending, tapered, laterally spaced side walls 16 securely attached thereto. A pair of for-' wardly opening drawers 18 are shown at the bottom of the assembly 12 which, in the conventional manner, are adapted to hold additional articles to be displayed in the fixture above.

Two vertically aligned pairs of translucent, removably nestable, preferably synthetic resin tray-like vacuum formed product display modules designated by the numeral 20 are shown as being positioned within the frame between the respective side walls 16. Each module 20 is in side by side abutting relationship to another module to span the distance between the respective side walls 16. These modules 20 are generally rectangular in shape and are provided with a plurality of integral, inwardly extending pockets 22, each of the latter having an integral top wall 24, bottom wall 26, side walls 28 and a generally planar back wall 30 (see FIG.

4). The pockets 22 are arranged in symetrical transverse rows and each is circumscribed by a forward peripheral edge 32.

The generally planar back walls 30 of the respective pockets are also preferably provided with a transverse, forwardly extending ledge 34 to facilitate removal of the greeting card or other merchandise from the pocket structure. In order to emphasize the manufacturers trade name or other promotional information, generally planar illumination panels 36 are desirably provided in the upper modules of the rack in an eye-level position, normally occupied by a pair of adjacent pockets 22. In the embodiment shown, the panels 36 are simply translucent, integral segments positioned over a portion of the module structure and forming a forward face thereof.

In order to further enhance the usefulness of the fixture, a transverse, compartmentalized envelope rack 38 can advantageously be positioned along the lower edge of the rack below the lowermost pair of modules. This allows envelopes associated with the greeting cards displayed above to be proximal thereto but without detracting from the display characteristics of the fixture 10. In the constructions of the prior art, envelopes have conventionally been placed behind the cards displayed. This inevitably lessens the effects of the display' because the envelopes often became disarranged or placed in front of the cards themselves, thus requiring frequent reorganization by the retail merchant.

Turning now to FIG. 3, it can be seen that a series of horizontally extending, vertically spaced, laterally coextensive tiers 40 are provided which project forwardly from back wall 14 and are fixedly connected side walls 16 by conventional means such as welding or bolts. The three tiers 40a, 406, and 40c are progressively shorter in length from the lowermost tier to the highest. In this manner, the modules 20 are retained in a rearwardly tilted upright disposition between tiers in order to facilitate the display and removal of greeting cards or other articles.

A generally vertical reflector housing 42 is secured between the uppermost tier 40a and the middle tier 40b of the fixture 10. An upper ledge portion 44 forming a part of reflector housing 42 is affixed to the interior face of tier 40a, while the lower angularly depending connection portion 46 of the housing is welded to an integral, upstanding, transversely extending flange 48 provided for this purpose. The reflecting surface 50 of the housing 42 is preferably coated with white paint or the like in order to more effectively reflect light impinging thereon through the forwardly positioned modules.

The lower portion of the fixture 10 between the tiers 40b and 400 contains an upright, generally vertical, transversely extending brace wall 52 which is joined to each of the aforementioned tiers to provide increased structural strength for the overall unit. Additionally, an inclined reflector housing 54 is operatively connected within the housing forwardly of the brace wall 52. The housing 54 which is joined to the middle tier 40b as at 56 and extends rearwardly therefrom, has a pair of inte gral, inclined, transversely extending stretches 58 and 60 that serve as a support for a generally planar, inclined reflector wall angularly depending from the lowermost edge of stretch 60. Housing 54 is secured to the lowermost tier 400 by connection of knee portion 62 thereof to complementary upstanding, channel-like connector structure 64 provided for this purpose.

In preferred embodiments, each of the respective housings 42 and 54 are fabricated from elongated, integral sections of bendable sheet metal. The forward fac ing surfaces of these metal sections are coated with white gloss paint as by spraying either before or after mounting thereof in position.

A pair of fluorescent lighting elements 68 are positioned within each enclosed area defined by the respective housings 42 and 54 and the forwardly spaced modules 20 associated therewith. In preferred forms, the respective lighting source 68 are elongated, fluorescent tubes which extend substantially the entire width of display rack to thus simultaneously illuminate both of the abutting, side-by-side modules positioned forwardly therefrom. In this connection, it should be noted that space 70 between the vertical brace wall 52 and the inclined portion of lower reflective housing 54 serve as a convenient area for the placing of the requisite electrical ballast and starter structure for the fluorescent lighting elements.

Again referring to FIG. 3, it can be seen that the vertically sligned pockets are constructed so that they tilt downwardly with respect with the vertical in order to assure retention of articles in the pockets and to facilitate loading and unloading thereof with merchanidse for sale. In this regard, each of the respective top walls 24 and bottom walls 26 are downwardly inclined with respect to the vertical, with the bottom walls being of greater relative acute angularity. Additionally, the top wall 24 of each pocket is of greater inwardly extending length than the associated bottom wall. Thus, when the transverse rows of pockets are in closely spaced vertical alignment as shown in FIG. 3, a portion of the top wall of each of the pockets extend inwardly into fixture 10 a greater distance than the bottom wall directly above in order to expose a portion of the translucent top wall to the light emanating from fluorescent sources 68. A similar result is obtained with the lowermost pair of transverse pocket rows in the lower modules by provision of forwardly extending stretches 72 forming the lowermost segment of the back walls of the pockets.

In order to produce the desired edge illumination effect outlined above, it is desirable to position the light sources 68 and the adjacent reflective housing 42 or 54 in disposition to direct a substantial portion of the light emanating from the sources through the translucent top walls of the pockets. As shown in FIG. 3, it is preferable to place the elongated horizontal elements 68 in vertically spaced relationship adjacent the acute angular space between adjacent vertically aligned rows of pockets. The desirable illumination effect produced in this fashion is enhanced by rendering the back walls 30 of the respective pockets opaque; in this manner, no

light is directed through the back walls and thus light can only pass through the translucent top side and bottom walls of the pockets to effect illumination of merchandise displayed therein.

In one particularly preferred embodiment, an elongated, continuous strip 74 of synthetic resin material coated with aluminum particles is adhesively secured to all of the back walls of each row of pockets. As best shown in FIG. 6, the use of such a strip 74 not only renders the back walls 30 of the pockets opaque, but also reflectorizes the rearwardly facing surfaces of the latter in order to increase the amount of light ultimately directed through the translucent portions of the pockets. Moreover, use of the continuous strip serves to effectively block passage of light through the side walls 28 of the pocket by covering the space 76 between transversely adjacent pockets 22. Thus, only the top and

bottom walls

24 and 26 of the pockets are capable of transmitting light therethrough, and by virtue of the disposition of the fluorescent lighting elements 68 and associated reflector housings, only a minor amount of light passes through the bottom walls of the pockets. The latter effect is even more pronounced because the respective transverse rows of pockets are in closely spaced vertical alignment, thereby further reducing the amount of light passing through the bottom walls of the pockets.

As outlined above, each of the modules 20 is removably nested within the frame structure 12, in order to allow flexibility in the overall design and use of the fixture 10. For this purpose each module is provided with an integral, rearwardly extending circumscribing lip 78 which is adapted to complementally interfit with mating connection structure within the frame assembly 12. As depicted in FIG. 8, the metallic middle post or brace 80 attached to the frame includes a generally Y-shaped bracket 81 on the forward edge thereof adapted to receive a pair of lips 78 from the abutting, side by side modules 20. Additionally, the remaining forward edges of the frame structure is provided with welded flange structure 82 which is likewise adapted to receive the rearwardly extending lip 78 of the modules 20. In this manner, the separate modules 20 are removably nested Within the frame structure 12, and can be changed at will, either indivudually or in their entirety.

During use of article receiving modules 20 it is sometimes desirable to have pockets 22 of varying depths and dimensions in order to increase the flexibility of the fixture 10. As shown in FIG. 4, this can be done within a single module to allow the reception of greeting cards or other articles of differing dimension therewithin. Such modifications can most easily be accomplished by integrally molding the modules in a vacuum forming operation, and therefore this procedure for fabricating the modules 20 is preferred. Further, it may also be advantageous to provide a planar portion 36 therein (see FIG. 7) for trade name advertising or other promotional information. This can be accomplished by providing a flat segment of the synthetic resin material across the face of an an area of the module normally occupied by a number of pockets. In most situations it has been found desirable to allow such areas to remain translucent so that light from the fluorescent sources 68 can be directed therethrough. This yields the desirable illuminated emphasis upon the manufacturers trade name or the like.

As depicted in FIG. 1, the standard fixture 10 is preferably of a height causing the upper portion thereof to be at normal eye level, as is conventional in a display unit of this type. However, where space is at a premium or when used for island display purposes, it is possible to employ a so-called low density fixture which has a pair of abutting upper modules of reduced vertical dimensions. This particular embodiment is shown in FIG. 10 and includes a pair of modules 120 in spanning relationship to the upper section of the fixture 110. The modules 120 are provided with two transversely extending rows of pockets in contrast to the use of four such rows in display fixture 10 of FIG. 1. Moreover, a single fluorescent lighting element 168 is utilized, in conjunction with a reflector housing 142 of reduced dimensions. In all other respects, this embodiment is identical to that described in FIG. 1. However, the embodiment shown in FIG. 10 does illustrate the flexibility inherent in the design of the present invention, and its usefulness in widely varying situations.

This desirable flexibility is further enhanced by virture of the ease in which modules having varying pocket shapes can be substituted for those shown in the drawings. Thus, by virtue of the fact that each of the inwardly extending pockets 22 can have varying sizes, shapes and depths, different articles or cards can be displayed simultaneously within the same module or rack. For example, the egg-shaped cards discussed previously can be displayed by providing modules with corresponding oval-shaped pockets. In this way, oddshaped cards can be attractively displayed without any of the problems associated with the fixtures of the prior art.

It is also possible to display so-called impulse itmes in conjunction with greeting cards. This can be accomplished merely by providing modules with appropriate pockets or niches for the reception of such articles. Further, the only requirement for changing the articles within the display is to employ different modules with appropriate pocket configurations. Thus, while the peripheral dimensions of the modules are constant in order to interfit within the frame structure 12, an almost limitless number of pocket dimensions and shapes are possible. This characteristic is especially valuable for display of seasonal promotions in the greeting card industry, where it is sometimes desirable to replace only a portion of the cards in the overall rack. By use of the fixtures disclosed herein, a number of cards can be kept on a more or less permanent basis for general occasions such as birthdays or anniversaries, while another portion of the rack can be utilized for the changing needs of seasonal merchandising. Moreover, this can be accomplished without losing any of the artistic merits of the display and with little cost to the retail merchant, since there is no need for completely changing the array of cards. The only costs are those involved in providing a new module, which can be produced and sold or furnished at relatively little additional expense.

More importantly, the present invention overcomes the problems encountered in the use of harsh, direct lighting found in conventional display fixtures, and is moreover capable of precisely edge illuminating the displayed articles without an overpowering peripheral glow lighting effect. In this connection it should be noted that in order to avoid areas of differential illumination along the forward faces of modules 20, it is de- 5 junction with the white painted reflector housings 42 and 54. However, it may be possible in certain instances to utilize a plurality of incandescent bulbs behind the modules, especially if they are properly covered by reflective material over the outermost part of their surface.

In the use of the present invention, the display rack is assembled by attaching the back wall 14, side walls 16 and forwardly extending tiers together to form the overall supporting frame structure 12. The reflector housings 42 and 54 are subsequently secured in place between the respective tiers, and the elongated fluorescent lighting elements 68 are thereafter positioned in a spaced relationship therefrom. Finally, the modules 20 are nested within the structure by inserting the circumscribing lips 78 thereof into the complementary flange structure provided on the forward edges of the frame structure 12. Thereafter, as the need arises, the modules 20 can be changed at will to yield excellent flexibility in themerchandising of greeting cards and related articles.

We claim:

1. An illuminated product display fixture for displaying articles comprising:

receptacle means having walls presenting at least one inwardly extending pocket for the reception of articles to be displayed, the top wall of the pocket being translucent with the back wall thereof being opaque;

a light source positioned in spaced relationship behind said receptacle means;

a reflector positioned in spaced relationship behind said light source, the reflector and light source being configured and positioned relative to said receptacle means to cooperatively direct light emanating from said source through said translucent top wall to thereby edge illuminate the article disposed within said pockets; and

structure for supporting said reflector, light source and receptacle means in article displaying and illuminating disposition.

2. The display fixture of claim 1, wherein said receptacle means is provided with a plurality of vertically aligned, transversely extending rows of inwardly extending article receiving pockets having integral, inwardly extending top, bottom and side walls and generally planar back walls, the latter presenting opaque, rearwardly facing light reflective surfaces.

3. The illuminated display fixture of claim 2, wherein said pockets are of varying depths.

4. The illuminated display fixture of claim 2, wherein said respective transverse rows of pockets are in closely spaced vertical alignment in order to preclude significant passage of light through the forwardmost peripheral edges of the receptacle means joining said pockets.

5. The illuminated display fixture of claim 4, wherein the top walls of each of said pockets in the respective rows are downwardly inclined relative to the vertical to expose a significant portion thereof to the light emanating from said light source.

6. The illuminated product display fixture of claim 5 wherein said top and bottom walls are angularly disposed downwardly with respect to the forward edge of said receptacle means, the top wall of each of said pockets being of greater length than the respective bottom wall thereof.

7. The display fixture of claim 6 wherein the back wall of each of said pockets is provided with a forwardly extending, transverse ledge to facilitate removal of the articles contained therein.

8. The display fixture of claim 4 wherein each of the back walls of said receptacles are provided with reflectorized material thereover presenting said reflective surfaces.

9. The display fixture of claim 8, wherein the rearwardly facing surfaces of the back walls of at least certain of said pockets in each of said respective rows are covered by an adhesively secured, continuous strip of outwardly facing reflectorized material.

10. The display fixture of claim 1, wherein said receptacle means is composed of translucent, synthetic resin material.

11. The illuminated display fixture of claim 1, wherein said receptacle means is constructed to be removably nested within said structure.

12. The display fixture of claim 1 wherein vertically aligned pairs of receptacle means are positioned within said structure in spanning relationship thereto in an abutting side-by-side manner.

13. The display fixture of claim 12 wherein each of said receptacle means is removably nested within said structure.

14. The illuminated display fixture of claim 13, wherein the light source for each of said pairs of receptacle means includes a pair of horizontal vertically spaced fluorescent lighting elements extending substantially the entire width of said fixture.

15. The display fixture of claim 1 wherein said reflector is composed of a continuous, bendable sheet metal, the reflective surface thereof being coated with a light reflective composition.

16. The display fixture of claim 2 wherein said reflector is configured and positioned to present an inclined reflective surface with respect to the back walls of said pockets.

17. The illuminated display fixture of claim 1, including a transversely extending envelope rack having a plurality of rearwardly extending envelope receiving pockets provided therein.

18. An illuminated product display fixture for displaying articles, comprising:

an upstanding frame having a vertical back wall and a pair of laterally spaced, forwardly extending side walls;

a plurality of vertically spaced, forwardly extending horizontal tiers positioned within said frame. the horizontal lengths of said tiers decreasing from the lowermost tier to the uppermost tier;

a pair of adjacent, side-by-side removable modules positioned in covering relationship to each of the spaces defined by a pair of said tiers, each of said modules having walls presenting a plurality of inwardly extending article receiving pockets, the top walls thereof being translucent with the back walls thereof being covered with reflective material;

a pair of horizontal, vertically spaced, elongated, fluorescent lighting elements positioned behind each of said pairs of modules and extending substantially the entire width of the frame; and

a reflector housing carried between each of said tiers and positioned behind said fluorescent lighting element, the reflective surface of the housing being coated with a light reflective composition said reflector housing and fluorescent lighting elements being configured and positioned relative to the respective modules to cooperatively direct a substantial part of the light emanating from said lighting elements through the translucent top walls of said article receiving pockets to thereby edge illuminate the articles disposed therein.

19. An illuminated product display fixture for displaying articles, comprising:

receptacle means having walls presenting at least one inwardly extending pocket for the reception of articles to be displayed, the back wall of said pocket being opaque, with at least one of the remaining walls of said pocket being translucent;

a light source positioned in spaced relationship behind said receptacle means;

a reflector positioned in spaced relationship behind said light source, the reflector and light source being positioned relative to said receptacle means to cooperatively direct light emanating from said source through the translucent wall of said pocket; and

Claims

1. An illuminated product display fixture for displaying articles comprising: receptacle means having walls presenting at least one inwardly extending pocket for the reception of articles to be displayed, the top wall of the pocket being translucent with the back wall thereof being opaque; a light source positioned in spaced relationship behind said receptacle means; a reflector positioned in spaced relationship behind said light source, the reflector and light source being configured and positioned relative to said receptacle means to cooperatively direct light emanating from said source through said translucent top wall to thereby edge illuminate the article disposed within said pockets; and structure for supporting said reflector, light source and receptacle means in article displaying and illuminating disposition.

18. An illuminated product display fixture for displaying articles, comprising: an upstanding frame having a vertical back wall and a pair of laterally spaced, forwardly extending side walls; a plurality of vertically spaced, forwardly extending horizontal tiers positioned within said frame, the horizontal lengths of said tiers decreasing from the lowermost tier to the uppermost tier; a pair of adjacent, side-by-side removable modules positioned in covering relationship to each of the spaces defined by a pair of said tiers, each of said modules having walls presenting a plurality of inwardly extending article receiving pockets, the top walls thereof being translucent with the back walls thereof being covered with reflective material; a pair of horizontal, vertically spaced, elongated, fluorescent lighting elemenTs positioned behind each of said pairs of modules and extending substantially the entire width of the frame; and a reflector housing carried between each of said tiers and positioned behind said fluorescent lighting element, the reflective surface of the housing being coated with a light reflective composition said reflector housing and fluorescent lighting elements being configured and positioned relative to the respective modules to cooperatively direct a substantial part of the light emanating from said lighting elements through the translucent top walls of said article receiving pockets to thereby edge illuminate the articles disposed therein.

19. An illuminated product display fixture for displaying articles, comprising: receptacle means having walls presenting at least one inwardly extending pocket for the reception of articles to be displayed, the back wall of said pocket being opaque, with at least one of the remaining walls of said pocket being translucent; a light source positioned in spaced relationship behind said receptacle means; a reflector positioned in spaced relationship behind said light source, the reflector and light source being positioned relative to said receptacle means to cooperatively direct light emanating from said source through the translucent wall of said pocket; and structure for supporting said reflector, light source and receptacle means in article displaying and illuminating disposition.