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  • ClickZ Toys Newsletter - 11.21.2024

ClickZ Toys Newsletter - 11.21.2024

PLUS: How LEGO's adult focus is shaping toy marketing

Author

Sophie Bruxner-Randall
November 21, 2024 • Estimated Reading Time: 6 minutes

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Specialty Bites 🍪

Amid declining overall toy sales, a growing trend sees adults purchasing toys for themselves, driven by nostalgia and the mental health benefits of playful escapes from global turmoil.

 LEGO is tapping into this demand with expanded adult-focused offerings, such as the Botanical Garden collection, LEGO Art Love set (launching January 2025), and the historically inspired Icons of the Endurance set, available this month.

With one in five toys now bought by adults, there is an opportunity to market aesthetic, stress-relieving, and nostalgic products, with festive season sales remaining a key focus for the industry.

Barbie and Verizon's 2024 holiday campaign reimagines the classic DreamHouse as a tech-forward "StreamHouse" in NYC, running December 12-15. This immersive event features interactive experiences, exclusive merchandise, and a focus on empowering young girls through initiatives like the Barbie Dream Gap Project and Girls, Inc. By blending play with tech-driven learning, the campaign highlights innovative ways to engage audiences while supporting meaningful causes.

LEGO introduces a new Captain America figure inspired by Sam Wilson's role in "Brave New World." The 11" buildable figure features poseable joints, attachable wings, and a Redwing drone. Priced at $34.99, it's available for pre-order and releases on December 1, 2024, enhancing imaginative play for kids.

Mattel's Masters of the Universe Origins Cartoon Collection brings nostalgia to life with the new Modulok figure, inspired by classic 80s He-Man episodes. This 5.5-inch figure, priced, boasts 34 modular parts for customizable assembly, offering a unique hands-on experience for collectors and fans alike.

Schleich's Imagination Island experience at FAO Schwarz introduces a customizable figurine concept, showcasing how experiential retail can enhance brand visibility and consumer engagement.

👉 For e-commerce toy marketers, this initiative highlights the value of personalization and interactive experiences in driving loyalty and differentiation. As Schleich expands in North America, fueled by sustainability efforts and strong sales growth, its approach underscores opportunities to integrate creativity and storytelling into online campaigns, inspiring both play and purchase.

Performance Pulse 📈

B2B marketing can benefit from humor, making brands memorable and relatable. By gradually incorporating humor, understanding your audience, and staying current with trends, you can enhance engagement and brand recognition. A strategic, outcome-based approach ensures humor aligns with brand values, fostering creativity and deeper connections with decision-makers.

Brands are gearing up for a mobile-first holiday shopping season, with mobile purchases expected to drive 53% of online sales. Companies like Therabody and Barriere are optimizing their digital experiences, focusing on quick-payoptions and streamlined checkout processes to capture the attention of multitasking consumers.

Advertisers and creators are enhancing performance on YouTube and Reddit by focusing on authenticity and trust. Reddit users value learning and diverse opinions, while YouTube offers creators new ad partnership tools. Brands can improve engagement by aligning content with user interests, leading to higher conversions and consumer trust.

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