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Toy Talk Newsletter - 1.23.2025

Plus: Why you are you underspending on upper-funnel campaigns📊

Author

Ankith Udupa
January 23, 2025 • Estimated Reading Time: 8 minutes

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

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

Glo Pals and Jellystone Designs are redefining the sensory toy landscape in the U.S., orchestrating an expansion that captures the essence of innovation and strategic brand alignment. By uniting Jellystone’s acclaimed silicone creations with Glo Pals’ vibrant light-up toys, the collaboration crafts a compelling narrative in consumer engagement and brand visibility. For professionals steering digital marketing and eCommerce in the toy sector, this partnership exemplifies astute market agility, flawlessly intertwining product diversity with strategic allure to command attention from parents and Gen Z alike.

Mattel's venture with TOKYOPOP pioneers manga-style graphic novels for Hot Wheels and Barbie, launching in 2026. This synergy explores innovative storytelling, enhancing brand engagement. Recognized for captivating digital content, TOKYOPOP fortifies these iconic legacies, aligning with evolving consumer behaviors and digital strategies pertinent to parents, children, and Gen Z audiences.

ECO Origins by Teddy Mountain introduces an innovative plush line, crafted with sustainable materials, spotlighting endangered species. This initiative resonates with the modern consumer's environmental focus, offering actionable insights for enhancing brand engagement. In line with market trends, it provides rich educational avenues, pivotal for digital marketing and eCommerce professionals. Available globally B2B.

Fanhome's Iron Spider model enhances marketing strategies by offering collectors a sophisticated, interactive experience. Subscribers receive monthly components and engaging magazines, with a premium display base as an upgrade option. Detailed merchandise enhances value. This subscription strategy highlights the model's appeal, providing collectors strategic insights into Spider-Man merchandise creation.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive! 🫣

Alex Lieberman on LinkedIn:

I’m running this marketing plan for all of my businesses in 2025. I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Optimization Hub ⚙️

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

AMA is an AI-powered assistant transforming marketing tasks by offering efficient solutions. It provides conversational AI for streamlined ad strategy and data analysis, supports creative tasks with design ideas, and offers actionable insights. Its adaptability enhances efficacy, making it a competitive tool for marketers across industries.

Influencer Marketing

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Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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