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  • Ecomdigest Toys Newsletter - 11.14.2024

Ecomdigest Toys Newsletter - 11.14.2024

Hamleys brings Harry Potter and Paddington to life with dazzling Christmas displays.

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 6 minutes

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Niche Nuggets 🔎

LEGO's holiday campaign, featuring the playful mascot Cataclaws, is a masterclass in blending creativity with community engagement. From festive sweaters and a how-to video to the Build to Give program donating LEGO sets to children in need, the campaign emphasizes family bonding and charitable giving. Marketers can draw inspiration from LEGO’s approach to fostering brand loyalty through festive fun and meaningful initiatives.

Hamleys has unveiled its 2024 Christmas window display on Regent Street, featuring themes from Harry Potter, Paddington Bear, and Wicked. The event included live performances and a Haribo collaboration. The festivities continue with interactive events and top toy reveals, including popular characters and innovative toys for the holiday season.

Coral Eyewear is launching a Paddington-themed eyewear collection for children aged 4-10, featuring designs inspired by the iconic bear. This collaboration with StudioCanal Kids & Family coincides with the upcoming "Paddington in Peru" film. The collection uses recycled materials, marking Coral's first children's line.

Mattel mistakenly linked a porn site on its Wicked edition doll packaging, prompting an apology and product recall. The error directed customers to an adult website instead of the intended URL. Mattel advises discarding the packaging. Some are reselling the misprinted dolls online for profit.

The persistence of gendered toys highlights an opportunity for marketers to challenge stereotypes and foster inclusivity. By promoting toys that inspire diverse interests, including STEM, brands can help close the confidence gap and empower girls to explore a wider range of careers. Addressing these societal constraints aligns with growing consumer demand for products that support equality and personal growth.

Moose Toys’ expansion into Latin America, with a focus on Mexico, highlights a strategic growth opportunity for marketers. Plans to transition to direct-to-retail by 2025 aim to improve product availability and capitalize on Mexico’s growing market strength. This move underscores the importance of localized strategies and strong partnerships in driving regional success.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division