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Toy Talk Newsletter - 1.9.2025

Plus: Jamie Bolton’s E-commerce marketing predictions for 2025🤖

Author

Sophie Bruxner-Randall
January 09, 2025 • Estimated Reading Time: 8 minutes

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Welcome to Toy Talk, your essential newsletter for toy e-commerce professionals. As we kick off 2025, now is the perfect time to explore new strategies and gear up for a successful year💫 

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Sector Spotlight 🎥

Daniel Delapa, a seasoned toy industry veteran, is transforming play with his venture, Born To Play. Delapa's move taps Stevin John, the mind behind Blippi, as Chief Content Officer. This partnership highlights their commitment to integrating product innovation with dynamic digital storytelling—a synergy poised to redefine how toys engage modern families.

Born To Play, headquartered in Montvale, N.J., targets leveraging cutting-edge content to drive consumer engagement globally. Their mission resonates with a commitment to foster communities through innovative play, offering a seamless connection between toys and video content. Delapa’s foresight is clear in his aim to produce distinctive intellectual property that stands apart in the bustling marketplace.

Hasbro's Marvel Legends Captain America Brave New World figures, including Captain America, Falcon, and Red Hulk, are now available for pre-order. These figures are strategically positioned with discounts and shipping options across platforms like Entertainment Earth and Amazon, offering marketing professionals insights into effective pricing and distribution strategies.

Resource Partners' acquisition of a 40% stake in COBI enhances the specialty brick manufacturer's global expansion. By leveraging strategic insights and industry resources, the partnership aims to bolster COBI's market presence, especially in D2C sales to adult collectors. This positions COBI for accelerated growth and stronger competitor status globally.

LEGO has released a series of festive sets to celebrate Lunar New Year and Valentine's Day, including the vibrant Spring Lantern Festival and the charming Heart Box collection. These products offer not just fun for fans but also a reminder about the power of seasonal opportunities.

Events like Valentine's Day and Lunar New Year are prime occasions to engage customers. LEGO’s timely launch demonstrates how aligning product offerings with the calendar can boost visibility and sales. Subtle tweaks, such as introducing limited-edition products or creating curated gift guides, can make a big difference in capturing consumer interest. For marketers, it’s less about aggressive campaigns and more about creating moments of connection. Highlighting the cultural significance of these events or promoting thoughtful gift ideas can resonate deeply with your audience, driving both engagement and sales.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Performance Pulse 📈

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experiences

Influencer Marketing

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Global Marketing

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 📍 Austin, TX, USA

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