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- Why “Interest Media” Is Reshaping Toy Marketing | Toy Talk Newsletter
Why “Interest Media” Is Reshaping Toy Marketing | Toy Talk Newsletter
PLUS: Trump says American kids will be fine with fewer dolls
Zihan Lyu
May 08, 2025 • Estimated Reading Time: 8 minutes
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Welcome to Toy Talk, your essential newsletter for toy eCommerce professionals.
Editor’s Pick 🌟
ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:
More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.
Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.
Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.
Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.
Sector Spotlight 🎥
INDUSTRY DISRUPTION
Trump’s tariffs on Chinese goods threaten the US toy industry, which relies on China for 80% of its supply, risking higher prices, reduced inventory, and empty shelves—especially during peak retail seasons. Marketers should prepare for shifting consumer expectations, recalibrated promotional strategies, and disrupted eCommerce cycles.
PRODUCT INNOVATION
Pretty Sweets dolls introduce a cross-category play experience by blending doll play with customizable dessert-themed activities, featuring interactive elements like a working vending machine and interchangeable accessories. Designed for ages three plus, the line taps into the rising trend for experiential, craft-focused toys.
Marketers should note its potential for cross-promotional campaigns in kid-focused retail and eCommerce channels, leveraging play value and collectibility to drive recurring engagement.
STRATEGIC PARTNERSHIPS
Moose Toys’ multi-year partnership with CrunchLabs, led by YouTuber and former NASA engineer Mark Rober, marks its entry into the STEM toy category with products designed to engage children through scientific and engineering principles.
Marketers should note the alignment between celebrity-led educational content and Moose’s innovation-driven brand, highlighting potential for category growth and audience engagement. Expect the new product line to launch globally in summer 2026, offering actionable opportunities for licensing and promotional collaborations.
STRATEGIC LICENSING COLLABORATION
JAKKS Pacific’s partnership with SEGA and Warner Bros. will launch a DC x Sonic the Hedgehog toy line in Fall 2025, aligning collectible action figures, plush, and vehicles with the successful DC x Sonic comic crossover. Marketers should note the strategic brand fusion and cross-platform potential, enhancing collectibles demand.
BRAND BUILDING
Pop Mart’s blind-box toy model drives $1.83 billion in revenue by targeting adult collectors with scarcity-driven drops, artist collaborations, and strong retail experiences. Marketers should note its success in blending fandom, nostalgia, and community, resulting in surging demand and store expansion across high-traffic U.S. markets.
Optimization Hub ⚙️
BRAND COMMUNITY MONETIZATION
Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.
INNOVATIVE MARKETING TECHNOLOGIES
APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.
INNOVATIVE AD TECHNOLOGIES
Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.
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