Ecomdigest Toys Newsletter - 10.24.2024

PLUS, new Tetris-inspired games and puzzles coming in 2025!

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Niche Nuggets 🔎

Spin Master and The Tetris Company are collaborating to bring Tetris to life with interactive products launching in autumn 2025. This partnership will introduce Tetris-inspired board games, puzzles, and more, expanding the iconic brand beyond digital screens and into homes worldwide, offering new, engaging experiences for fans of all ages.

Smyths Toys UK saw a 3% revenue increase to $1.2b, with operating profits rising to $26.3m. Despite a slight gross margin dip, expansion continues with new stores. Pre-tax profits fell due to interest charges. The company remains optimistic about future growth in the competitive market.

Moose Toys partners with Man of Action to develop a Heroes of Goo Jit Zu animated series, expanding the brand across digital and streaming platforms. This collaboration aims to enhance storytelling and merchandising, with future plans for gaming, publishing, and apparel, showcasing Moose's innovative approach to franchise growth.

The Toy Insider reveals 2024's top toy trends, aiding holiday shoppers in finding the perfect gifts. Trends include analog play, collectibles, entertainment icons, and wellness-focused toys. With over 375 toys from 139 toymakers, the guide offers age-specific recommendations and retailer links, ensuring stress-free shopping.

Hasbro's 2024 was marked by significant anniversaries for PEPPA PIG, TRANSFORMERS, and DUNGEONS & DRAGONS, boosting retail activity despite economic challenges. Strategic collaborations, like with LEGO and Royal Mail, highlighted brand innovation. Nostalgia and experiences are key trends for 2025, emphasizing creative execution and brand DNA alignment.

A.B.Gee of Ripley launches its 2024 Christmas Buyers Guide, featuring over 500 toys from top brands like Mattel and Hasbro. This 92-page catalogue offers retailers a comprehensive selection for all ages and budgets, aiming to rekindle the magic of Christmas through play and creativity. Contact A.B.Gee for details.

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division