Hot Wheels Hits Hollywood | Toy Talk Newsletter

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

FILM COLLABORATION

Jon M. Chu Helms Hot Wheels Live-Action Film with Mattel and Warner Bros

BOARD GAME DEALS

Legendary Board Games Carcassonne And Ticket To Ride Nearly 50% Off

Carcassonne and Ticket to Ride, iconic board games crucial for beginners entering the hobby, are currently discounted by nearly 50% on Amazon, providing strategic value for family entertainment. Carcassonne, originally priced at $42, is available for $20.15, ideal for puzzle enthusiasts looking for relaxing gameplay. Meanwhile, Ticket to Ride has dropped to $26.39 from $50, offering a perfect starting point for those interested in engaging, easily accessible mechanics. These deals are timely opportunities for marketers focusing on trends in family-friendly entertainment products.

ECOMMERCE EVENT

Amazon Prime Day 2025 Features Exclusive Action Figure Sales for Prime Members

COLLECTIBLE SHOWCASE

Exciting Toys and Collectibles for How to Train Your Dragon Fans

The recent resurgence of the How to Train Your Dragon franchise through a live-action film provides ample marketing opportunities, particularly with a diverse range of merchandise including toys, collectibles, apparel, and games. The strategic introduction of new products, designed to appeal to both children and collectors, capitalizes on the nostalgic connection and extends the franchise's reach to new audiences. Interested marketers should focus on leveraging the film's success to enhance brand loyalty and drive product engagement through targeted campaigns.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.