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  • ClickZ Toys Newsletter - 11.28.2024

ClickZ Toys Newsletter - 11.28.2024

PLUS: LEGO celebrates F1’s 75th with sets for all ages

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Toys, your essential newsletter for toy e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns play out perfectly and your sales soar!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

LEGO is set to launch Formula 1-themed sets in 2024, marking F1's 75th anniversary with offerings across DUPLO, City, Speed Champions, and Collectibles lines. These sets invite families to build and play together, recreating the thrill of the race. Complementing the release, interactive Build the Thrill experiences will be available online and at Grand Prix events, blending physical and digital engagement to immerse fans of all ages in the F1 experience. This collaboration highlights the power of co-branded partnerships in creating multi-channel engagement opportunities.

KB Toys is staging a revival through a licensing deal with MH Enterprises, aiming to reestablish its brand across multiple categories. A new website featuring nostalgic products is central to the initiative, leveraging the power of nostalgia and the expanding "kidult" market. This comeback strategy taps into emotional brand equity while addressing demand for retro-inspired offerings, positioning KB Toys to reconnect with longtime fans and engage new audiences in a competitive retail landscape.

Mantic Games has launched Halo Flashpoint, a tactical miniatures game for two players, featuring pre-assembled teams. The game, praised for its innovative gameplay, is set to release in the US on November 16th. With high demand, a second printing is planned for 2025, promising exciting future developments.

The Entertainer has launched Toyminology, an A-Z Guide to demystify children's toy trends and jargon, helping parents and grandparents navigate conversations about toys. With 57% of adults feeling lost and 30% buying the wrong toys during the holidays, the guide, available at thetoyshop.com, bridges this gap by clarifying popular items like Squishmallows and aligning purchases with kids' interests.

Complementing the guide, The Entertainer’s holiday ad features Ray, a toy grappling with children’s shifting preferences, highlighting the importance of staying informed in a fast-evolving toy market. Together, these initiatives strengthen family connections and enhance holiday shopping experiences.

Melissa & Doug, now part of Spin Master, is launching a pop-up toy shop in an Arkansas Walmart, showcasing sustainable toys like the new Blockables line. The initiative leverages physical retail to enhance brand engagement, with interactive kiosks streamlining gift selection for shoppers. Running Wednesday to Sunday through December 15 (excluding Thanksgiving week), this approach demonstrates how experiential retail can drive awareness and trial for eco-conscious products, creating opportunities for deeper consumer connections during the holiday season.

Feast of Influence 🥧

Harley Finkelstein on LinkedIn: If you are selling mountain sports gear, toys, holiday decor… - you’re in luck

The top products that people are shopping ahead of the big holiday weekend have two themes in common: getting ready for all things holiday and winter activities.

Here are 10 trending products that we are seeing people buy from Shopify merchants in the first few weeks of November ahead of Black Friday weekend:
- Ski & Snowboard Goggles +177%
- Ski & Snowboard Helmets +67%
- Pie & Quiche Pans +235%
- Christmas Tree Skirts + 146%
- Sauté Pans +95%
- Beading and Jewelry Making Kits +60%
- Unicycles +208%
- Yo-Yo Parts & Accessories +133%
- Robes +42%
- Onesies +88%

Helen Milestone on LinkedIn: What Demand Spiking For This Black Friday?

It's Black Friday week and whilst panicking about presents, the wonderful Oscar Brown, Sarina Kastendiek and Jacky Lovato from our MediaVision team told me not to fear - they have toy report I can steal! 🥳 

Using our unique Metis data they have confirmed demand is spiking for:

- the LEGO Group +50%
- Jellycat +120%
- Hasbro's Monopoly +22%

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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