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  • Toy Talk Newsletter - 02.06.2025

Toy Talk Newsletter - 02.06.2025

Plus, how a $14.99 Japanese card game is captivating global audiences

Author

Sophie Bruxner-Randall
February 06, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Toy Talk, your essential newsletter for toy e-commerce professionals.

Editor’s Pick 🌟

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

Sector Spotlight 🎥

TOY INDUSTRY INSIGHTS

Circana's Emilie Erktan presents a compelling overview of 2024's toy industry trends, vital for strategic engagement in 2025. With Superheroes, Dinosaurs, and Dragons gaining traction, themes like "Other Animals," notably cats and dogs, are pivotal. This reflects a deeper consumer connection with pets, offering digital marketers innovative angles for captivating parents and Gen Z. Stitch's prominence, amid character-driven sales surges, underscores a lucrative narrative for storytelling and branding that invites fresh consumer involvement and boosts brand appeal.

The elevation of National football leagues, fueled by the 2024 Euros, reveals a significant growth vector within Strategic and Non-Strategic Trading Cards. Meanwhile, racing-themed toys, including NASCAR and Lego Speed Champions, forecast emerging paths for digital strategies, aligning with dynamic market shifts. Spotlighting figures like Luke Littler opens doors for niche sports' digital amplification. These insights delineate a transformative phase, encouraging digital marketers to harness consumer behavior shifts, cultivate brand loyalty, and optimize eCommerce strategies in an evolving industry landscape.

CONSTRUCTION TOYS

Mattel's introduction of the Mattel Brick Shop sets aims to challenge LEGO's dominance in the construction toy market. With a focus on quality, customization, and competitive pricing, Mattel targets innovation and creativity in play. This strategic move aligns with market trends, expanding Mattel's portfolio beyond traditional toys.

TABLETOP GAMING

The hit Japanese card game Ito has launched in English, expanding its reach to a global audience. With its cooperative gameplay, theme-based clues, and social appeal, Ito is positioned to drive engagement among families and casual gamers. For toy and game e-commerce marketers, this release highlights the growing demand for culturally unique, interactive games and the potential to leverage digital marketing, influencer collaborations, and social commerce to maximize sales.

INNOVATIVE TOY MARKETING

LEGO's 'Le Florist Flower Truck' activation in Toronto exemplifies engaging retail innovation, merging pop-up events with hands-on, personalized experiences. By allowing customers to craft unique floral creations and participate in photo-driven marketing, it highlights consumer-driven personalization and experiential marketing as key strategies for captivating parents, children, and Gen Z audiences.

GAMING CULTURE

Small independent arcades thrive in Denver, blending nostalgia with community engagement through classic and board games. Owners emphasize a welcoming environment, prioritizing game maintenance over corporate alternatives. Initiatives like tournaments and themed nights foster deeper connections, ensuring continued relevance in an era dominated by video games and online interactions.

Influencer Corner 📣

5 Brand Experience Trends You Can’t Ignore💥

This year, brand experiences are getting sharper, smaller, and more intentional. Here’s what’s shifting:

🍕 Food is the new hook—expect more brands to blur the line between snack and experience.
🙅‍♀️ Fewer influencers, more fans.
🔗 Ecosystem cohesion – No more standalone events.
🎯 Hyper-targeted events.
📏 Smaller, better – Less flash, more depth. Micro-dinners, niche pop-ups, and intimate moments will define 2025.

Optimization Hub ⚙️

DIGITAL ENGAGEMENT STRATEGIES

The fragmentation of social media reshapes Super Bowl marketing, prioritizing personalized engagement over mass reach. Platforms like X, TikTok, and Instagram compete for attention, prompting brands to employ multi-platform tactics for dynamic interaction and cultural resonance. This strategy is crucial for capturing Gen Z and family demographics with compelling content.

DIGITAL RETAIL REVOLUTION

TikTok Shop reshapes social shopping with a creator-centric, in-app experience, pivotal for targeting Gen Z consumers. Brands anchored to TikTok face challenges amid potential bans, urging a reevaluation of digital strategies. While uncertainty looms, creator-driven commerce surges, offering opportunities for toys and games marketers to captivate digital audiences and enhance brand visibility.

DIGITAL MARKETING MASTERY

Amazon DSP harnesses AI for precise programmatic advertising, transforming consumer reach and engagement in the toys and games sector. Through dynamic campaign controls and seamless integration with Amazon Marketing Cloud, it offers rich insights, optimizing bids with predictive algorithms. This strategy ensures effective targeting and enhanced audience interaction for impactful brand visibility.

Influencer Marketing

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