Ecomdigest Toys Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM webinar on October 3

Author

Sophie Bruxner-Randall
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands. 

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok. 

📅 Date: Thursday, 3 October 2024 

🕒 Time: 11 AM EST / 4 PM BST 

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into: 

  1. Proven tactics to maximize peak period opportunities, shared live by experts 

  2. Strategies for capturing customers efficiently through a full-funnel approach 

  3. Insights on growing your customer base profitably with effective measurement 

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels 

Specialty Bites 🍪

The National Toy Hall of Fame has unveiled its 2024 finalists, featuring beloved classics and modern favorites. This year's contenders include:

  • Transformers, celebrating their 40th anniversary

  • Hess Toy Truck, marking 60 years

  • My Little Pony

  • Pokémon Trading Card Game

  • Balloons, RC vehicles, stick horse, trampoline

  • Apples to Apples, Choose Your Own Adventure gamebooks, Phase 10, Sequence

Fans can vote for their favorites from September 18 to 25 at toyhalloffame.org. The top three will join three other inductees chosen by the National Selection Advisory Committee, with final announcements in November.

To date, 84 toys have been inducted, including iconic names like Barbie, LEGO, and the Nintendo Game Boy. The Hall of Fame celebrates toys that have captivated generations, making this an exciting annual event.

Yoto's CFO, Ben Averis, is steering the company through rapid growth with innovative financial strategies. Emphasizing transparency, he implemented real-time performance dashboards and adopted NetSuite for streamlined operations. Balancing high-profile content licensing with profitability, Averis also focuses on original content and sustainable practices, positioning Yoto for global expansion.

Tamagotchi, the iconic 1990s virtual pet, is experiencing a resurgence with global sales doubling between 2022 and 2023. Bandai Namco has opened its first UK store in Camden Market. Modern Tamagotchis offer enhanced features like Wi-Fi connectivity, appealing to both nostalgic adults and new young users.

LEGO has unveiled two new Star Wars sets: the UCS Jabbas Sail Barge, featuring 3,250 pieces and 11 minifigures, and the smaller Imperial Dropship vs. Rebel Scout Speeder set with 383 pieces. Both sets release in October 2024, with exclusive gifts for LEGO Insiders. Exciting times for fans!

PlayMonster and Hasbro have extended their Koosh licensing agreement through 2027. PlayMonster will enhance its Koosh product line with new innovations, emphasizing active play and safe sports fun. Upcoming releases include Koosh Kornhole, launching in spring 2025. The partnership aims to continue delivering playful experiences for kids and families.

Curious Universe partners with Intertoy to expand the reach of its brands, Crystalverse and Nano Tape Magic. Intertoy will leverage its distribution network to introduce these products to a wider audience. This collaboration aims to enhance brand recognition and growth, bringing creative play to more households.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Ecomdigest is a Contentive publication in the DTC Ecommerce division