2020 is almost gone, and typically by this time of the year, everyone in the Toy Industry will be planning toy fairs, showroom presentations, and appointments. With most of the fairs already cancel or postponed. 2021 will begin differently than in other years, with virtual meetings and sampler sent to offices for annual product reviews.
As everything seems to be evolving, the strategies to retail toys will need to be redefined, as the toy market in less than one year jumped to the digital world to stay there.
FACTS
KIDS NEW WORLD
With the new normal, the Kids world has shrunk geographically but has expanded digitally. According to Superawesome; 50 % of Kids are using more their phones, tablets, and laptops, especially before bed, to watch videos, play games, social media, or chat apps. Now they are using Zoom to meet Family and Roblox to play and hang with friends.
MEDIA CONSUMPTION
We are seeing marketing opportunities as kids and parents are spending more time at home, there has been an increase in media consumption across all screens, and with those new ways to reach kids and families.
ONLINE SALES
As families spend less time in stores, Online sales have increased significantly. According to emarketer, in the United States, an online shopping increase of 35% is expected for the 2020 Holiday Season.
HOMESCHOOLING
Kids going to home school have brought different behaviors, with 74 % percent saying they take short breaks from school whenever they want, using it to play with toys or games, watch videos o live chats.
FAMILY TIME
A valuable change due to Covid-19 is Family togetherness. Now whether they are on Youtube working out, playing games in the backyard, cooking dinner, or getting everything ready for a Friday night movie, they are doing it together as a family, and especially during the weekend, watching TV as a family is a new habit.
OPPORTUNITIES
DIGITAL MEDIA
Although traditional TV remains a great way to reach kids, We recommend a media mix across multiple digital platforms as these new consumer behaviors have become a part of everyday life and are unlikely to change.
E-COMMERCE
Landing pages must have high-resolution images of all sides, lifestyle shots, and images of how the toy looks outside its packaging to highlight its feature depth. With the support of TV Commercials or Online Videos, it will drive the consumer to the path of purchase.
SHORT VIDEOS
New behaviors have created more competitive ways to reach kids, and for your company to be discoverable and to stay on top of kid’s minds, We advise creating short-form video content for digital platforms. TikTok’s popularity is partly due to its 15-60 second short videos, same goes for Instagram with its inside stories.
FAMILY ADVERTISEMENT
Families are watching Youtube, Smart, and Traditional TV together. Kids and parents now comment on the ads they see. We suggest to target evening-time for your co-viewed content campaigns with cross-generational contents and in a kid-safe and co-viewed environment.
CONCLUSIONS
- Marketing and Branding rules for Toys and Games have changed.
- Kids will be kids, and they still dream of toys and want to play games.
- Family togetherness has created a new niche of family games.
- Digital Platforms are becoming a way to reach kids and families.
- New Behaviors open opportunities for Kids to engage more with toys and games.
IBG 