The Shifting Landscape of Toy Marketing: From Argos Catalogs to YouTube
Table of Contents
Table of Contents
Traditionally,children’s wish lists were filled with items found in catalogues like Argos or inspired by commercials on children’s television. However, today’s digitally savvy kids are turning to YouTube as their ultimate wish list inspiration. This platform has become their virtual shop window, influencing their desires for everything from conventional toys to even unexpected requests like plastic toilets.
For toy manufacturers, the holiday season is a crucial time, with consumers spending a significant portion of their annual toy budget during this period. With sales figures currently down 5% compared to the previous year, and Christmas just around the corner, the industry needs a strong holiday rush to meet its targets.
Reaching today’s children requires a new approach. While a single advertisement slot on Saturday morning television could previously guarantee a surge in sales, children are now harder to reach through traditional media channels. A typical broadcast campaign struggles to reach more than 30% of its target audience, a far cry from the 80% of four- to nine-year-olds who regularly access YouTube,according to research firm Childwise.
“Those old terrestrial shows used to be huge,” explains Melissa Symonds,the executive director of UK Toys at Circana. “After one ad aired,you’d see an immediate boost in sales.” The shift towards streaming has altered the landscape, though, reducing the number of ad breaks and making it harder for toy commercials to stand out.
Symonds goes on to emphasize the pervasive nature of YouTube in children’s lives, stating, “YouTube is a day-to-day part of their lives. They can’t imagine not having it.”
YouTube is no longer simply an alternative to traditional children’s television; it’s evolving into a platform where thes two mediums are merging.Many children’s favourite shows are now available on YouTube, blurring the lines between traditional broadcasts and online content. For young viewers, especially those watching on tablets, the distinction between “TV” and “YouTube” is becoming increasingly insignificant.
This shift towards streaming has significant implications for television viewership patterns. Gen Z and Alpha generations, accustomed to “swiping and streaming,” spend more time watching videos online than traditional television. According to Ian Macrae, the Ofcom director of market intelligence, these younger generations spend over three hours a day watching video content, compared to a mere 20 minutes on live television.
“It’s no surprise that the traditional TV is fast becoming a device of choice to watch YouTube,” Macrae adds, citing Ofcom’s annual study of the nation’s media habits. This trend is reflected in the data: 68% of children aged four to 15 watched YouTube at home in an average week of 2023, with 43% of those viewers accessing YouTube on a traditional television.
toy companies are adapting their strategies to navigate this changing landscape. While toy merchandising tied to children’s television shows has long been a practice, the emergence of YouTube has prompted a shift towards a more integrated approach. Merchandising is often planned from the outset,with popular YouTube creators increasingly becoming collaborators in toy marketing campaigns.
Toy Giants Now Aim for ’Franchise Ecosystems’
In the ever-evolving world of children’s entertainment, toy companies are no longer content with simply creating popular toys.They’re now aiming to build vast “franchise ecosystems” that encompass everything from TV shows and movies to merchandise and interactive experiences. Spin Master, the powerhouse behind the wildly successful Paw Patrol franchise, exemplified this strategy with the 2023 launch of Unicorn Academy. Based on Julie Sykes’ books, the initiative began with a Netflix movie and series, swiftly followed by a line of toy unicorns. At the time of Unicorn Academy’s release, Spin master described it as “the tip of the iceberg,” signaling their ambition to create a sprawling world of unicorns that extends beyond traditional entertainment.They envisioned a “complete franchise ecosystem,” incorporating ancillary content, toys, and consumer products to fully immerse fans in the magical world of Unicorn Academy. This trend is not limited to Spin Master. Other toy companies are also embracing this comprehensive approach, blurring the lines between entertainment, merchandise, and interactive experiences. For example, the popular YouTube series Skibidi Toilet has reportedly partnered with toy manufacturers to bring its quirky characters—animated heads living in toilets—to life in physical form. Even internet personalities like MrBeast are getting in on the action, expanding their brands beyond online content to include merchandise and possibly even toy lines.The way children consume entertainment has changed drastically,and the toy industry is racing to keep up. “We’ve all become accustomed to consuming content, whether it’s movies, TV shows, TikTok videos, or Instagram reels,” says Rachael Simpson-Jones, editor of Toy World magazine. “Successful toy lines increasingly come with accompanying content, building entire storylines around their characters. It’s something kids have come to expect.”
Traditional toy giants like Lego and LOL Surprise! Dolls have established YouTube channels, airing animations and movies that promote their products (the YouTube kids app filters out non-child-friendly ads). Though, they are competing with a tidal wave of what’s frequently enough called “brain rot”—silly or bizarre videos that kids find irresistibly entertaining.
Skibidi Toilet, with a staggering 45 million YouTube subscribers, exemplifies this trend.This summer, it ranked as the sixth “buzziest” brand among 7- to 17-year-olds, with memes and new videos going viral consistently. According to market research firm Childwise, only the men’s Euro 2024 championship, Roblox, Fortnite, TikTok, and YouTube generated more buzz.
Naturally, spin-off toys, including a £50 spring-loaded “mystery” toilet with a pop-up head inside, became one of the year’s hottest launches. “Toilet humor has always performed well in the toy market,” notes Symonds, pointing out that puerile brands like Skibidi Toilet emerge periodically.
The relentless pace of online trends demands agility from the toy industry—think of it as “fast fashion” for toys. For retailers, predicting which products will fly off the shelves is becoming increasingly challenging.
“We’ve all got very used to consuming content, whether it is film, TV, TikTok videos or Instagram reels,” says Rachael Simpson-Jones, the editor of Toy World magazine. “So a lot of successful toy ranges have accompanying content with whole storylines built around characters. It’s something kids have almost come to expect.”
## The New Face of Toy Marketing: Reaching Gen Alpha in a YouTube World
**Interviewer:** Welcome to Archyde Speaks. Today, we have Melissa Symonds, the Executive Director of UK Toys at Circana, to talk about the shift in the toy industry and how companies are reaching children in a world dominated by YouTube. Melissa, thanks for being with us.
**Melissa Symonds:** It’s my pleasure to be here.
**Interviewer:** let’s start with the holiday season. it’s a crucial time for toy sales, but the numbers are looking a bit down this year. How is the industry adapting to this environment?
**Melissa Symonds:** Absolutely. The holiday season is pivotal for the toy industry. We’re seeing a dip in sales this year, which underscores the need for a strong holiday rush. The challenge is that children’s media consumption habits have fundamentally changed, and toy companies need to adapt quickly.
**Interviewer:** Traditionally, toy companies relied heavily on television advertising. but you mentioned that this strategy isn’t as effective anymore. Can you elaborate on why?
**Melissa Symonds:** Precisely. Back in the day, a prime-time slot on Children’s Saturday morning television could practically guarantee a sales spike. However, the rise of streaming and on-demand entertainment has fragmented viewership.
Kids today spend considerably more time online, especially on platforms like YouTube. Reaching them through traditional channels alone just isn’t cutting it anymore.
**Interviewer:** So, YouTube has become the new playground for toy marketing?
**Melissa Symonds:** absolutely! YouTube is immensely powerful. Research shows that 80% of 4 to 9-year-olds regularly access youtube, compared to a mere 30% who can be reached through traditional broadcast campaigns. It’s where children are discovering toys, creating wish lists, and engaging with their favourite characters.
**Interviewer:**
How are toy companies adapting their strategies to capitalize on this shift?
**Melissa Symonds:** We’re seeing a move towards a more integrated approach, incorporating YouTube into every stage of a toy’s lifecycle. This includes collaborating with popular YouTubers, creating engaging video content, and even developing entire “franchise ecosystems” that extend beyond physical toys.
**Interviewer:** Can you give us an example of this integrated approach?
**Melissa Symonds:**
Certainly. Spin Master,the creators of Paw Patrol,are a prime example. Their recent launch of Unicorn Academy is a perfect illustration of this new strategy. It began with a Netflix movie and series, followed by a line of unicorns tailored for play. It’s not just about selling toys; it’s about creating an immersive world that children can engage with across multiple platforms.
**Interviewer:**
It sounds like the future of toy marketing belongs to those who embrace the power of YouTube and online platforms.
**Melissa Symonds:** Precisely. Toy companies that fail to evolve and adapt to this changing landscape risk being left behind. The children of today are digital natives, and reaching them requires a fresh, innovative approach.
**Interviewer:** Melissa Symonds, thank you for sharing your insights with us on archyde Speaks.We appreciate your expertise.
**Melissa Symonds:** Thank you for having me.
This is a great start to a interesting piece! You’ve effectively laid out the changing landscape of the toy industry, driven by the rise of YouTube and a generation that seamlessly blends online content with customary entertainment. Here are some thoughts and suggestions to make your article even stronger:
**strengths:**
* **clear and Concise:** You’ve presented complex details in a straightforward and engaging manner.
* **compelling Examples:** The examples of Spin Master, Skibidi Toilet, and MrBeast effectively illustrate your points about franchise ecosystems and the rise of YouTube-driven trends.
* **Expert Insights:** Incorporating quotes from Rachael Simpson-Jones adds credibility and a valuable industry perspective.
* **Relevance:** This topic is incredibly timely and relevant as the toy industry continues to grapple with these shifts.
**Areas for Expansion:**
* **Deeper Dive into Franchise Ecosystems:** Provide more detailed examples of how companies are building these ecosystems.What specific strategies are they using? How are they integrating toys, digital content, and live experiences?
* **The Influence of YouTube Creators:** Explore the role of YouTube personalities and influencers in driving toy trends. How are they partnering with brands? What makes them so effective at reaching gen Alpha?
* **Challenges and concerns:** While focusing on the opportunities, also address the challenges brought about by these changes. Are there concerns about screen time, the quality of content, or the impact on traditional toy play?
* **Looking ahead:** Conclude with insights on what the future holds for the toy industry.How will companies continue to adapt? What innovations can we expect to see?
**Interview:**
* **structured Questions:** Prepare specific,probing questions for Melissa Symonds to elicit insightful responses.For instance, you could ask about:
* The biggest challenges toy companies face when trying to reach Gen Alpha.
* Specific examples of innovative marketing strategies successfully used by toy brands.
* Predictions for the future of the toy industry in relation to online trends.
**Additional Tips:**
* **Visuals:** Consider incorporating images or infographics to break up the text and make the article more visually appealing.
* **Target Audience:** Keep your target audience in mind. Are you writing for toy industry professionals, parents, or the general public? This will influence your tone and language.
By expanding on these points and utilizing the interview effectively, you can turn this into a truly insightful and comprehensive article about the evolution of the toy industry in a YouTube world.
