Are You 'Kidulting'? | Toy Talk Newsletter

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DESIGNER TOY PHENOMENON

Labubu Mania: How a Blind Box Toy Became a Global Phenomenon

Labubu, a designer toy by Hong Kong's Kasing Lung, has become a cultural icon through its emotional appeal and pop culture presence, engaging Gen-Z and celebrities alike.

POP MART's strategic use of blind boxes has fueled Labubu's demand, with stores becoming lifestyle destinations that offer more than just toys. This reflects 'kidulting'—a trend where adults engage in childlike hobbies, presenting marketers an opportunity to connect emotionally with consumers while driving sales through scarcity and exclusivity strategies.

COLLECTIBLE MERCHANDISING

Newest Pokémon Squishmallows Are Ready to Join Your Collection

The introduction of the newest Pokémon Squishmallows featuring Pikachu and Torchic offers collectors a chance to expand their plush collection with exclusive merchandise branded with the Pokémon Center logo patch.

As these collectibles won't be restocked once sold out, they present a unique opportunity to create scarcity-driven marketing campaigns, enhancing consumer engagement and driving sales through urgency. This launch exemplifies leveraging exclusivity for high-demand product strategies.

CONVERSATIONAL COMMERCE

ChatGPT Shopping Is Coming: How to Prepare Your Shopify Store

OpenAI's introduction of ChatGPT Shopping signifies a transformative shift in eCommerce by offering a personalized, AI-driven shopping experience that may soon integrate with Shopify.

For Shopify merchants, optimizing product data with natural language, structured schema, and fast-loading, user-friendly sites is crucial for maximizing visibility in this AI-powered landscape.

Emphasizing quality reviews, conversational content, and SEO alignment will facilitate better alignment with AI discovery models, potentially enhancing recommendations and transactions for merchants.

Optimization Hub ⚙️

INCLUSIVE MARKETING

Pride 2025 and the Retail Balancing Act

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

SOCIAL MEDIA MARKETING

Pinterest Enhances Pin Recommendations with New TransActV2 Ranking Model

Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.