Toy Talk Newsletter - 1.16.2025

Highlights from CES 2025 🌟

EVENT DEBRIEF

CES 2025: Measurement Takes Center Stage

By Rory Sale, Fospha

At CES 2025, I joined industry leaders from Amazon Ads, Walmart Connect, TikTok, Pinterest, Snap, and many other leading tech companies to explore the latest innovations and insights. A key theme stood out: measurement has moved to the forefront of advertising discussions, with AI accelerating our ability to address growing privacy concerns.

My Key Takeaways:

• Restoring the Value Exchange: Privacy challenges are reshaping the internet’s core model. AI bridges the gap by enabling performance measurement while safeguarding user data.

• Storytelling That Resonates: Engaging, tailored stories foster stronger connections. Meet your audience where they are for maximum impact.

• Retail Media’s Surge: Amazon’s Retail Connect underscores retail media’s rapid growth. The challenge? Comparing cross-channel performance effectively.

• Privacy & ROI: New tracking limits complicate proving ROI. AI-driven tools offer accurate, privacy-compliant measurement.

• Simplifying Martech: The fragmented digital ad landscape demands clarity. AI streamlines processes with user-friendly, jargon-free solutions. AI-powered tools make it easier to deliver clear, jargon-free solutions.

Unlock Smarter Marketing: Explore how Fospha’s data-driven solutions help you measure, optimize, and grow. Visit Fospha today.

Sector Spotlight 🎥

TOY INDUSTRY INSIGHTS
Discover Luxury and Innovation at Spielwarenmesse 2025

Spielwarenmesse 2025 in Nuremberg offers the toy industry a strategic platform for innovation and networking. Key highlights include Toys for Kidults, ToyTrends, and critical industry insights through the Toy Business Forum and LicenseLounge. Networking is fostered through relaxed settings, while digital tools enhance attendee experience for marketing professionals.

LEGO COLLABORATIONS
Lego Game Boy Captures Gaming Heritage with Elegance and Luxury Coming October 2025

Nintendo's announcement of a Lego Game Boy model, set for release in October 2025, marks a strategic addition to its collaboration with Lego. While anticipation grows for a Nintendo Switch 2 unveiling, this release presents a novel marketing opportunity, leveraging nostalgia and innovation in consumer engagement within the gaming industry.

COLLECTIBLE TOYS
NECA’s Luxurious Ardath Bey Figure Offers Ultimate Sophistication to Collectors

NECA Toys has launched pre-orders for the Universal Monsters Ultimate Ardath Bey Figure, capturing Boris Karloff's portrayal in The Mummy (1932). Priced at $36.99, the figure ships in March 2025. Available on platforms like Entertainment Earth, offering shipping deals to enhance strategic value for collectors and marketers alike.

TOY COLLECTIBLES
Unveil Knotz Collectibles Elegance and Fun with Perfect DIY Pals

The launch of Knotz collectibles by Just Play showcases a brilliant fusion of creativity and consumer engagement. These $9.99 yarn-ball-inspired mystery capsules offer a DIY crafting experience, blending collectability with surprise. Featuring 12 character-rich animals, branded personalities, and QR-code-linked how-to videos, Knotz delivers an immersive, tech-savvy experience. Leveraging Amazon and Walmart for reach, this strategy highlights opportunities in branding, digital engagement, and retail partnerships for competitive advantage.

Influencer Corner 📣

Netflix is obsessively marketing Squid Game’s new season 

Netflix’s Squid Game: The Challenge marketing taps into a goldmine of timely collaborations and limited-edition products. From Puma’s green tracksuit-inspired collection to Squid Game-themed Crocs and Johnnie Walker bottles, every partnership feeds into the show’s cultural momentum.

The takeaway for marketers: Timely, creative collaborations and exclusive product drops can capture customer excitement and amplify demand. Whether it’s Squid Game-inspired skincare or themed wontons, the key is to align your brand with trends while they’re hot.

Performance Pulse 📈

SOCIAL COMMERCE
Boost Brand Visibility with X for Sophisticated Male Audience Engagement

X offers unique promotional opportunities for ecommerce brands, benefiting from fewer competitors and a focus on news. With a large male audience, SMBs can leverage X's algorithm, favoring smaller brands. Though not as profitable as TikTok or Meta, X excels in news-focused niches with innovative selling features.

AI REVOLUTION
AI Trends in 2025 Transform Marketing Media and E-commerce Dynamics

AI advancements in 2025 will reshape marketing, media, enterprise, and e-commerce. Key trends include generative AI's impact on search, the rise of industry-specific language models (LLMs), ethical considerations, open-source adoption, and evolving branding strategies. These developments offer strategic insights and practical value for marketing professionals navigating a rapidly evolving landscape.

Your Say 🗣️