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  • Toy Talk Newsletter | LEGO’s Winning Strategy for Brand Loyalty 🧱

Toy Talk Newsletter | LEGO’s Winning Strategy for Brand Loyalty 🧱

PLUS: Moose Toys unveils MrBeast Lab & Digital Circus figures—strategic release details

Author

Nandini Sehgal
February 26, 2025 • Estimated Reading Time: 9 minutes

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Welcome to Toy Talk, your essential newsletter for toy eCommerce professionals.

Editor’s Pick ✨

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

Sector Spotlight 🎥

GAMING SUCCESS

Hasbro's Gaming Surge: In 2024, Hasbro's gaming sector experienced a remarkable 22% growth, fueled significantly by Scopely's Monopoly Go, which bolstered revenue by $112 million. The digital and licensed gaming segment saw a 22% year-over-year increase to $471.7 million, offsetting a slight decline in tabletop gaming sales. Although overall company revenue dropped by 17% to $4.1 billion, operating profit saw an impressive 76% surge, reaching $839 million.

Strategic Outlook: CEO Chris Cocks emphasized operational efficiency and IP expansion, indicating a strategic focus for 2025. CFO Gina Goetter highlighted improved profitability and a robust balance sheet. The leadership team remains optimistic about leveraging Hasbro's diverse brand portfolio, projecting sustained growth and enhanced shareholder value.

BOARD GAMES MARKET

The board games market is set to soar, reaching an impressive $44.10 billion by 2034 with a 9.1% CAGR. This dramatic growth, spurred by innovative crowdfunding and vibrant social gaming events, unveils rich prospects for enhancing brand visibility. Strategic R&D by industry leaders shapes consumer engagement, offering dynamic insights for digital marketing strategies.

TOY INNOVATION

Hasbro and Mattel's PLAY-DOH Barbie collaboration exemplifies a forward-thinking strategy, tapping into social media-driven consumer behavior to innovate. Launching at Target in June 2025, this fusion of creative play and fashion unveils new avenues for digital marketers, enhancing brand visibility and engagement through a synergy that captivates parents and Gen Z alike.

TOY INDUSTRY EXPANSION

Moose Toys is set to unveil groundbreaking MrBeast Lab figures and The Amazing Digital Circus line, a strategic maneuver for heightening brand presence. Featuring lab flask-styled action figures and plush toys, this release taps into evolving consumer behaviors. Industry professionals should anticipate release dates and leverage digital circus themes to captivate modern audiences.

TOY MARKETING INNOVATIONS

LEGO's dominance in the toy industry reveals crucial insights for digital marketers in toys and games. Emphasizing its legendary brick, LEGO extends its appeal through innovative strategies and multigenerational attraction.

  • Product integration: Bridging gaps from toddlers with Duplo to adults with sophisticated sets, LEGO taps into creativity and modern relaxation forms, appealing to diverse consumer behaviors.

  • Interactive retail experiences: LEGO's vibrant stores blend eCommerce with immersive in-person engagements, featuring exclusive releases and adept staff, propelling global engagement.



Partnerships further amplify LEGO's visibility while retaining core focus, with a commitment to exceptional quality and sustainability, building lasting consumer trust.

  • Collaborative synergies: Strategic partnerships with iconic franchises stimulate market excitement and consumer loyalty.

  • Commitment to excellence: With precise engineering and eco-friendly practices, LEGO sets a benchmark in enduring value.



This strategic framework urges marketers to focus on core competencies, foster comprehensive consumer experiences, and champion quality and sustainability.

TOY INDUSTRY

Tytan Tiles introduces a new line of Disney-themed magnetic tiles at Toy Fair, featuring Lilo and Stitch, Frozen, and Mickey Mouse. Aimed at enhancing STEAM skills and creativity, these innovative toys leverage Disney's iconic appeal to deliver educational and imaginative play, representing a strategic innovation in children's toys.


Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Optimization Hub ⚙️

AD PLATFORM EVOLUTION

WTF is open-source marketing mix modeling?

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It’s great to see the shift away from the fundamentally broken model of user-level and cookie-based MTA, which has been eroded by signal loss from privacy changes. Since iOS 14 and ATT, opt-out rates have hit ~75%, leaving major measurement gaps. A machine learning probabilistic approach is the way forward."- Sam Carter, CEO of Fospha

DIGITAL MARKETING PLATFORMS

The article provides a comprehensive overview of key social media platforms, emphasizing their strategic relevance for marketing. Highlighting platforms like Facebook, Instagram, LinkedIn, and TikTok, it underscores their potential for brand growth, audience engagement, and strategic targeting, offering marketers practical insights into effectively utilizing these digital tools.

ADVERTISING INNOVATION

P&G's AI-driven strategy transforms advertising by optimizing ad spend and enhancing communication through rapid ad testing and media automation. Reinventing the agency model, P&G focuses on efficiency, quality, and flexibility, achieving significant cost savings and improving creative outcomes. This strategic innovation offers insightful parallels for enhancing Amazon platform performance and consumer engagement.

Social Media Marketing

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