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Toy Talk Newsletter - 💘 Playing for Keeps in Game and Toy Innovation

PLUS: Smart toys industry surges—interactive tech fuels market expansion

Author

Nandini Sehgal
February 12, 2025 • Estimated Reading Time: 7 minutes

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

Editor’s Pick 🌟

MARKETING SPOTLIGHT
How Seraphine Unlocked 13X Growth in Pinterest

Seraphine, a leading maternity brand, harnessed full-funnel measurement to unlock huge revenue and efficiency gains.

The key? Identifying opportunities in underutilized channels.

With Fospha, Seraphine saw that Last Click had massively undervalued Pinterest, capturing just 3% of their conversions from the channel.😲 They scaled Pinterest rapidly and saw incredible returns: ROAS nearly doubled and channel revenue soared by 13X. 🎉

This story isn’t unique – Fospha’s latest research shows that 12-23% of a brand's budget should be spent on underutilized platforms like Pinterest, Snapchat, and YouTube for optimal efficiency. 🎉

Ready to unlock your brand’s growth potential?

Sector Spotlight 🎥

GAME MARKETING INNOVATION

The tabletop games market is projected to grow from $2.5 billion in 2021 to $4.1 billion by 2031, driven by a 5.3% CAGR. Key growth sectors include:

- Types: Dominance of role-playing games, incorporating rich narratives and player engagement.
- Applications: The adult demographic leads due to a strong interest in strategic gameplay, accounting for 30% of market share.
- Regional Growth: Europe leads in revenue, while Asia-Pacific is poised for rapid growth with opportunities for premium offerings.

Strategic insights suggest companies focus on:

- Market Penetration: Leveraging reputable brands and licenses to overcome market barriers.
- Geographic Expansion: Targeting regions like Asia-Pacific and Latin America for lucrative opportunities due to rising disposable incomes and favorable policies.

These trends reflect the market’s potential for strategic growth driven by consumer interest and regional demand shifts.

TRADING CARD RESURGENCE

The booming collectible card game market, fueled by smartphone popularity and rising disposable income, transitions online, capturing diverse consumer interests. North America's lead and Asia Pacific's growth pose strategic challenges as brands like WizKids innovate digitally. Evaluating digital marketing strategies ensures engagement with parents, children, and Gen Z.

TOY MARKET INNOVATION

Smilehood's collaboration with Bandai propels Plim Plim into the toy sector, launching in Mexico and Spain by mid-2025. Leveraging Plim Plim’s burgeoning 12.8 million YouTube views, the strategy integrates toys with educational and fashion partnerships. This multifaceted approach aims to heighten brand visibility and consumer engagement across diverse demographics.

SMART TOYS INNOVATION

The smart toys market is anticipated to leap from USD 19.3 billion in 2024 to USD 72 billion by 2034, boasting a 14.4% CAGR. This growth is propelled by cutting-edge interactive and educational technologies, such as Wi-Fi and Bluetooth, strategically targeting demographics from toddlers to adolescents across diverse eCommerce platforms.

Influencer Corner 📣

How real-world data drives brand advocacy

The best marketing connects, educates, and drives action. These campaigns prove it:
🔹 Heinz tapped into Dutch food culture with ketchup-flavored sprinkles, turning local insights into innovation.
🔹 IKEA reimagined its iconic bag to promote sleep health in Singapore, aligning product with purpose.
🔹 LinkedIn x UEFA made female role models visible, proving that representation drives change.
🔹 Malibu tackled alcohol-related drownings, using Tom Daley’s influence to turn awareness into action.
Understand your audience, tap into their reality, and create emotional connections. That’s how you build advocacy.

Lara Acosta on LinkedIn: My most important personal brand rule: tell your story.

People don’t just buy products—they buy from people they relate to or aspire to be like. That’s why storytelling isn’t just a personal brand strategy—it’s a playbook for businesses too.
Educational content earns trust, but stories of transformation, lessons, and values build connection. Consumers care about what a brand stands for, not just what it sells.
Brand story is your differentiator, and tell it.

Optimization Hub ⚙️

MARKETING CAMPAIGNS

Valentine’s Day marketing isn’t what it used to be. This year, brands ditched clichés and delivered campaigns that sparked conversations—some through cultural influence, others by flipping the holiday on its head.

From SKIMS tapping into the power of fandoms to LEGO redefining Valentine’s gifting, and even brands like Publix celebrating love beyond romance, these campaigns prove that standing out requires more than heart-shaped products.

ClickZ breaks down the smartest Valentine’s Day strategies, including the rise of Anti-Valentine’s campaigns and last-minute marketing tactics that still drive results. Which brands nailed it? Let’s dive in.

AI FUNDING BOOM

Voyantis, an AI-powered growth platform, raised $41M to transform marketing through precision scaling. With Intel's backing, it optimizes customer acquisition by integrating predictive AI, enhancing lifecycle value, and reducing costs. Its insights reimagine digital marketing, promising sustainable growth with strategic, data-driven decision-making for high-value customer retention.

PROGRAMMATIC ADVERTISING

Programmatic advertising is evolving with key trends shaping 2025: AI enhances personalization and predictive bidding; data privacy and transparency are prioritized; CTV and OTT growth offers targeted ads; contextual targeting and sustainable practices gain traction. These strategies enable marketers to deliver efficient, relevant, consumer-first campaigns.

Influencer Marketing

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