Ecomdigest Toys Newsletter - 10.31.2024

PLUS: Bringing Karters to life with figures and playsets that get kids revved up for adventure!

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024: 

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

Playmobil's new global campaign features three commercials showcasing imaginative play themes, aligning with their "Moving into the future" strategy. Targeting children, the ads will air across TV and digital platforms, highlighting Playmobil's diverse play worlds. This cross-media approach aims to engage young audiences through creative storytelling and innovative marketing.

Mattel's Q3 2024 results show strong performance in Vehicles, notably Hot Wheels, and improved Gross Margin. Despite a decline in Dolls due to post-Barbie movie normalization, the company anticipates growth in Q4. Strategic efficiencies and market gains position Mattel for long-term success and shareholder value.

Tamagotchi unveiled exciting new products at New York Comic Con, including the Original Tamagotchi Angel Series, Jelly Friends, and a nanoblock collaboration. A new short-form video series was also announced, aiming to engage fans across generations and maintain the brand's relevance in today's pop culture landscape.

TOMY International, DeAPlaneta Entertainment, and Mediawan Kids & Family have partnered to launch a toy line based on the animated series Karters. This collaboration aims to bring the series' imaginative world to life with innovative toys, including figures and playsets, enhancing the brand's core values and engaging children globally.

Smart toy advertising requires understanding family dynamics and leveraging educational value, social media, and influencer partnerships. Highlight safety, quality, and seasonal opportunities to engage families. Tailor strategies to diverse audiences, ensuring content resonates with both children and parents. These approaches foster meaningful connections and enhance brand visibility in a competitive market.

Hasbro's Q3 earnings reveal a 15% revenue decline, with Consumer Products down 10%. Despite challenges, Play-Doh and Transformers grew, while NERF and Star Wars declined. Operating profit improved to $302 million. Hasbro aims for $750 million in savings by 2025, focusing on profitability and operational rigor.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Ecomdigest is a Contentive publication in the DTC Ecommerce division