Ecomdigest Toys Newsletter - 08.29.2024

Spin Master x Ms. Rachel's new toy collection & new Peanuts and Miffy's product launch

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Ecomdigest
August 29, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

LEGO and Nike are teaming up for a multi-year partnership that promises to blend the worlds of creative play and sport. Starting next year, expect a whirlwind of co-branded products, content, and experiences. Alero Akuya, LEGO's VP of Brand Development, is all about the power of play, claiming it can inspire the builders of tomorrow. By mixing LEGO's creativity with Nike's sporty energy, they aim to spark new ways for kids to play and be creative. Sounds like a match made in marketing heaven, right?

Cal Dowers, Nike's VP of Global Kids, is equally pumped. He believes sport can move the world forward, starting with kids. Nike's mission? To create a more accessible and inclusive future that gets kids of all ages and abilities moving. Together with LEGO, they're inviting kids into a new vision of sport and creative play.

So, what's the big deal? Well, this partnership isn't just about slapping logos on some sneakers and calling it a day. It's about creating unique experiences that will engage and excite kids globally. Imagine a world where building blocks and basketballs collide, where creativity and athleticism are best buds.

In short, LEGO and Nike are on a mission to reimagine play and sport, and they're dragging us all along for the ride. Buckle up, folks. This could get interesting.

Amazon Kids offers a safe, ad-free digital environment for children, featuring age-appropriate content from trusted brands. With parental controls and a diverse range of educational and entertaining options, it supports kids' curiosity and development. The service includes a one-year subscription and is available on multiple devices.

Spin Master, in collaboration with Ms. Rachel and child development experts, launches a new toy collection. The range includes plush toys, puzzles, blocks, and interactive dolls. Ms. Rachel emphasizes the importance of play for learning. Available in the US from September 29th, with more toys coming next year.

Toy subscription boxes, like those from Lovevery and KiwiCo, offer curated, developmentally appropriate toys for children, delivered regularly. While some parents find them convenient and engaging, others see them as clutter. The boxes can aid in toy rotation and reduce parental stress, but may limit spontaneous play and creativity.

Hamleys, the world's oldest toy store, has shuttered 40 loss-making locations in 2023 as part of a strategic shift towards digital transformation. Despite a revenue drop from £56.6m in 2022 to £51.4m in 2023, pre-tax profits rose from £293,000 to £673,000. The UK market remains challenging due to inflation, but Hamleys is optimistic about future growth through cost optimization and a robust digital strategy. Founded in 1760 and owned by Reliance Industries since 2018, Hamleys continues to adapt to the evolving retail landscape.

Kids Preferred is set to launch new product ranges for Peanuts and Miffy in 2025. The Miffy line will include soft books, plush, and developmental toys, while the Peanuts range will feature baby blankets, infant plush, and bathtime toys. Both lines aim to captivate new generations of fans.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Ecomdigest is a Contentive publication in the DTC Ecommerce division