Ecomdigest Toys Newsletter - 08.22.2024

PLUS: PlayMonster's new influencer network and Meta's new AI ad system

Author

Ecomdigest
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Mattel, AirConsole, and BMW Group have teamed up to introduce UNO Car Party, an innovative in-car gaming experience. Starting August 21st, over 500,000 BMW and MINI vehicles will feature this game via the AirConsole platform. This collaboration allows stationary drivers and passengers to connect their personal devices as game controllers, enabling up to four players to enjoy UNO.

This partnership exemplifies the future of in-car entertainment, transforming travel into a social and interactive experience. The game’s simple yet captivating rules make it accessible and enjoyable for all ages, turning every journey into a fun-filled adventure. By leveraging AirConsole’s technology, players can privately view their cards on their phones while playing on the car’s infotainment system, a feat unattainable with traditional controls. This initiative not only showcases the potential of digital innovation but also redefines the concept of in-car gaming.

Wrangler and Hot Wheels have launched a nostalgic apparel collection featuring denim, jackets, and tees for all ages, plus a limited-edition die-cast Ford Bronco. This collaboration celebrates both brands' rich histories and motorsport heritage, aiming to inspire new generations. Available online and in select stores, prices range from $30 to $150.

PlayMonster launches the PlayMonster Influencer Network, featuring social personalities on TikTok, Instagram, and YouTube. This initiative aims to enhance digital presence and connect with over 50 million followers. Influencers will promote new and popular products, driving engagement and creativity through fall 2025 and beyond, says CEO Jonathan Berkowitz.

Performance Platters 🍽️

Fospha's TikTok Playbook reveals that brands are now allocating an average of 10% of their marketing budgets to TikTok, recognizing its exceptional return on ad spend (ROAS) during high-traffic periods like Black Friday and Cyber Monday.

Marbotic's success story, achieving a 3x ROAS and tripling Amazon sales through user-generated content and targeted advertising, showcases how innovative educational toy brands can leverage TikTok to boost visibility and sales during peak shopping periods.

The playbook emphasizes the importance of a full-funnel strategy on TikTok, engaging consumers at every stage from awareness to conversion, which helped Marbotic sustain momentum beyond the initial campaign period.

As toy brands prepare for upcoming high-traffic events, how can they develop a comprehensive TikTok strategy that balances trendy, relatable content with targeted advertising and user-generated videos to maximize both short-term sales and long-term customer acquisition in this highly competitive and seasonal market?

Meta is updating its AI ad system to enhance campaign customization and conversion rates. New features include Conversion Value Rules, an opt-in attribution setting for incremental conversions, and direct analytics tool integration. These updates aim to optimize ad performance and better align with business objectives.

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

Industry Appetisers 🥨

EA Sports FC 24 and GTA 5 led July's European game sales, driven by UEFA Championships and a quiet release period. EA Sports College Football 25 debuted at number 7. Console sales dropped, with PS5 leading despite a 31% decline. PlayStation Portal topped accessory sales, maintaining strong market presence.

Shapez 2, a new factory-building game from tobspr Games, is rapidly climbing the Steam charts. It offers a unique, resource-free gameplay experience focused on puzzle-solving and creativity. With over 18,000 concurrent players and 98% positive reviews, Shapez 2 is quickly becoming a genre favorite.

Ecomdigest is a Contentive publication in the DTC Ecommerce division