Ecomdigest Toys Newsletter - 09.05.2024

PLUS: LEGO's blockbuster sales and Amazon's social media shopping gambit.

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Ecomdigest
September 05, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Disney's new Halloween collection features enchanting bag charms, glow-in-the-dark keychains, spooky jewelry, collectible pins, and magical headbands. With characters like Mickey, Minnie, and Donald dressed in festive costumes, these accessories add a playful, eerie touch to any outfit, perfect for Disney enthusiasts and Halloween lovers alike.

Mattel is back at it, folks, with a new Barbie campaign that’s all about reminding parents how powerful pretend play can be. Launching during Barbie Night at one of the WNBA’s hottest games, the ad, themed "Give Limitless Possibilities," is aimed at gift-givers. Krista Berger, Mattel’s senior VP of Barbie, says the campaign asks parents what they truly wish they could give their kids—think curiosity, wild imagination, and confidence.

Created by 72andSunny, the ad reinforces Barbie’s "You Can Be Anything" tagline, riding the wave of last year’s blockbuster Barbie movie, which grossed a staggering $1.45 billion.

The timing? Impeccable. The ad drops during halftime of a game between the Chicago Sky and Indiana Fever, featuring NCAA stars Angel Reese and Caitlin Clark. These two are not just any players; they’re in the running for the WNBA’s Rookie of the Year Award. Berger calls it the most anticipated sporting event post-Olympics, and it’s a perfect moment to highlight the role of play in showing girls that anything is possible.

Barbie’s target audience is a moving target, thanks to the movie’s cross-generational appeal. Berger notes that the WNBA’s rising stars and the buzz from the recent Olympics intersect beautifully with Barbie’s audience. The world is finally paying attention to women’s sports, and Mattel is seizing this moment to inspire girls everywhere. They even introduced a Sue Bird Barbie, honouring one of the league’s greatest, to show girls that they too can achieve their dreams.

LEGO Group reported a 14% sales growth, reaching $4.64 billion, driven by strong consumer demand and market share expansion. Operating profit surged 26%, and net profit rose 16%. Investments in new factories and sustainability efforts continue. LEGO's adaptability and innovative themes attract diverse customers, boosting overall performance.

Spin Master's GUND brand introduces a new Disney plush collection, featuring beloved characters like Winnie the Pooh, Tigger, and Pluto. The collection includes 15-inch Toothpick plush and 12.5-inch Oh So Snuggly plush, available on Amazon and select retailers. Perfect for bedtime, these plush toys are a must-have for Disney fans.

Navigating the LA Fall Toy Previews is simplified with new tools. A website, toypreviews.la, and an app offer directories and scheduling options. The Toy Book’s print directory is also available. These resources help visitors explore nearly 300 exhibitors across multiple locations, enhancing the event experience.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Amazon is partnering with social media giants like TikTok and Instagram to allow in-app purchases, aiming to boost e-commerce growth. CEO Andy Jassy's meetings with top social media CEOs reflect this strategic shift, despite internal debates. This move could transform social media into significant shopping platforms.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

Ecomdigest is a Contentive publication in the DTC Ecommerce division