Toy Talk Newsletter | 🧸 CoComelon x Build-A-Bear – The Toy Collab You Can’t Miss!

Masterclass Wrap Up ✨

🎯 What Marketers Learned at SXSW

ClickZ had the inside track at Fospha’s SXSW Masterclass series, where industry leaders unpacked the biggest challenges — and opportunities — shaping eCommerce in 2025. Here are the top takeaways:

1. The Amazon Measurement Struggle Is Real — But Now Solvable: At the Halo Masterclass, brands shared how they’ve struggled to measure the impact of off-platform ads on Amazon sales — a consistent challenge we’ve heard across the industry. Fospha’s latest research introduced Unified ROAS, a game-changing metric that connects external ad spend with Amazon performance for the very first time.

2. There’s More Headroom on TikTok and Snapchat Than You Think: Sessions with TikTok and Snap experts revealed that there’s still huge untapped potential for brands on these platforms. Full-funnel strategies, creative best practices, and better targeting are key — and data-driven approaches are already driving real results.

3. It's Time to Quantify the Power of Brand-Building: Upper-funnel investment can’t be ignored — but it also needs to be justified. Fospha’s data shows how to connect brand investment with business impact, making brand-building a measurable growth driver rather than a leap of faith.

📌 Like what you’re reading? There’s more to come. Fospha continues the Masterclass series at Shoptalk Spring (March 25–27, Las Vegas) with sessions on Amazon measurement, TikTok, Snapchat, Applovin, and measuring brand impact.

👉 Explore Masterclasses at Shoptalk Spring

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Sector Spotlight 🎥

CHILDREN'S TOYS

Leveraging Role-Play Toys to Drive Market Engagement

Role-play toys are becoming powerful drivers of consumer engagement by fostering creativity, social skills, and problem-solving in children. Products like the Little Tikes Creative Chefs Pizza Kit and Aviana Gourmet Play Kitchen provide hands-on learning experiences, positioning them as valuable tools for driving educational value and customer loyalty. Marketers can capitalize on this trend by emphasizing the developmental benefits in product positioning and campaign messaging.

EDUCATIONAL INNOVATION

How Educational Toys Are Shaping Consumer Demand

High-quality educational toys that blend fun with cognitive development are gaining traction. Traditional toys like blocks and puzzles promote essential skills in problem-solving and creativity, creating an opportunity for brands to position these products as both entertaining and beneficial. Strategic product placement and influencer marketing can further enhance visibility and market penetration.

TOYS COLLABORATION

CoComelon x Build-A-Bear – A Blueprint for Successful Brand Collabs

Build-A-Bear’s partnership with CoComelon introduces a collection that combines classic plush toys with digital elements, creating a highly personalized consumer experience. Themed apparel and interactive sound chips enhance engagement, demonstrating how strategic brand collaborations can expand product reach and deepen customer loyalty.

MANUFACTURING EXPANSION

Cra-Z-Art Boosts US Toy Production Amid Global Trade Tensions

Cra-Z-Art is expanding its U.S. toy manufacturing to reduce tariffs' impact, planning a 50% increase in domestic production space. The strategic move bolsters its American presence while benefiting retailers and consumers through quicker, cost-effective deliveries.

Influencer Corner 📣

Optimization Hub ⚙️

DIGITAL STRATEGY EVOLUTION

Kroger Transforms eCommerce Approach with Trailblazing Leadership in Digital Innovation

Kroger's new eCommerce unit, led by Yael Cosset, signifies a bold shift towards digital preeminence, strategically sharpening its competitive edge. With a forecast of $19.98 billion in online sales by 2025, it capitalizes on evolving consumer behaviors and post-pandemic trends, providing a blueprint for innovation in online marketing strategies.

SEO INNOVATION

AI Transforms SEO into a Strategy Goldmine for Innovative Toy Marketers

SEO's transformation in the AI-driven landscape is a call to action in the toys and games sector. Leveraging brand authority and creating engaging conversational content stands as pillars for visibility. With the industry's ever-shifting dynamics, the pursuit of innovation through testing and adaptation becomes imperative for resonating with parents, children, and Gen Z consumers, unlocking unprecedented growth opportunities.

Your Say 🗣️