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  • ClickZ Toys Newsletter - 12.19.2024

ClickZ Toys Newsletter - 12.19.2024

Plus: Toikido blends Piñata Smashlings with real-world fun

Author

Sophie Bruxner-Randall
December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Toys, your essential newsletter for toy e-commerce professionals. 💫 This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Toikido’s multi-year partnership with EOLO highlights the power of combining imaginative IPs with advanced toy development to capture market share and expand brand influence. Set to launch diverse licensed products in 2025, the collaboration leverages popular IPs like Piñata Smashlings—already a hit on Roblox—and the animated series Beep Boop, bridging digital engagement with physical merchandise.

This partnership underscores the value of creating seamless transitions between online platforms and tangible products, prioritizing authenticity in product development, and using cross-channel storytelling to deepen consumer connections. This venture is a case study in blending creativity with strategic foresight to drive innovation and engagement in the toy market.

Shannon Swindle joins People of Play as Director, bringing her expertise in toy innovation and community building. With a background in education and product development, Swindle aims to expand POP’s reach and spotlight industry creativity. Her collaboration with Mary Couzin promises to invigorate the toy sector with strategic innovation.

MGA Entertainment’s Diss-mas campaign, a collaboration with TikTok creator The Rizzler and crafted by VIRTUE Worldwide, takes a bold swipe at gift cards through a shoppable diss track showcasing over 50 toys. Leveraging the YouTube Shopping Program, the campaign blends pop culture with cutting-edge e-commerce strategy, making toy shopping an interactive experience. This highlights the potential of combining influencer partnerships, shoppable content, and humor-driven storytelling to engage audiences. By integrating entertainment with convenience, Diss-mas sets a new standard for innovative and impactful holiday marketing in the toy industry.

Toy packaging plays a pivotal role in shaping consumer decisions, acting as more than just a protective layer. Its visual appeal, coupled with messaging that conveys safety and quality, builds trust and brand recognition.

For e-commerce marketers, the growing demand for eco-friendly and age-appropriate designs offers a chance to align with consumer values and differentiate in a competitive market. Leveraging packaging as a storytelling tool—highlighting features, sustainability, or nostalgia—can enhance perceived value, influence purchasing behavior, and drive loyalty in an increasingly conscious consumer base.

Roblox, traditionally a kids’ gaming platform, is evolving into a major e-commerce hub under Stephanie Latham’s leadership. With over 400 brand activations, partnerships with Walmart and Shopify, and a focus on Gen Z, Roblox aims to redefine virtual shopping, expanding beyond gaming to strategic retail innovation.

Influencer Corner 📣

Keith Bendes on LinkedIn: #influencermarketing #creatoreconomy

Is the holiday toy of the year going to be a creator/brand collab? For those not familiar with Ms Rachel (and if you’re not a parent of a toddler you probably…

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

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