Ecomdigest Toys Newsletter - 10.10.2024

PLUS: Windy City expands with exciting U.S. Toy acquisition

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

All Aboard: Toy Trends You Can’t Miss 🚂

October brings an exciting array of new LEGO sets, perfect for both seasoned builders and newcomers. Here's a quick rundown of what's hitting the shelves:

  • Star Wars: Dive into the galaxy with the UCS 75397 Jabba's Sail Barge, a massive build for display enthusiasts.

  • Video Games: Gamers can enjoy the 71438 Super Mario World Mario & Yoshi set and four exclusive Fortnite sets.

  • Seasonal Themes: Add charm to your Winter Village with the 10339 Santa's Post Office and explore Halloween vibes with Wednesday Addams sets.

Additionally, LEGO fans can look forward to:

  • Art & Nostalgia: Adorn your walls with the 31213 Mona Lisa or relive classic TV with the 76328 Batman set.

  • Disney & Wicked: Experience Disney magic with the 21352 Magic of Disney and explore Oz with new Wicked sets.

Boys benefit from playing with dolls, enhancing emotional literacy and empathy. Toys should not be gendered; children naturally enjoy diverse play. Dolls in general promotes inclusivity and social skills. A variety of dolls are available, encouraging nurturing and growth in boys, preparing them for future success.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

Game On: More Must-Have Toys 🎮

Windy City Novelties has acquired U.S. Toy Co., enhancing its position in the novelty industry. This strategic move diversifies their product range and boosts market reach. Leadership remains stable, ensuring continuity. The acquisition promises improved efficiency and competitive pricing, while Constructive Playthings continues independently. Exciting growth opportunities await.

Target has unveiled its 2024 Bullseyes Top Toys List, offering a wide range of exciting options for the holiday season. Here's what you need to know:

  • Affordable Options: Half of the toys are priced at $20 or less, making it budget-friendly for families.

  • Exclusive Products: Over 1,000 new toys, including 11 Bullseye-branded items, are available only at Target.

  • Popular Brands: Features from LEGO, FAO Schwarz, and IPs like Bluey and Teenage Mutant Ninja Turtles.

Additionally, Target is offering limited-time deals and exclusive offers, with discounts up to 50% on toys. This initiative not only caters to diverse interests but also ensures that there's something for everyone, making holiday shopping both exciting and accessible. For more details, visit Target's website.

Lionel Trains celebrates its 125th anniversary with special events, new products, and interactive experiences. Highlights include limited-edition models, virtual events, and collaborations with renowned brands. The celebration aims to connect enthusiasts and newcomers, with more details available at Lionel125.com and upcoming announcements at New York Comic Con.

MGA Entertainment is poised for a strong Q4, focusing on innovation and value. With successful launches like the Rainbow High Swim & Style doll, MGA balances traditional and digital marketing to engage diverse audiences. Their strategic approach targets both children and adults, enhancing brand reach and consumer engagement.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiencesand creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division