THE SUCCESS OF FURBY Furby: Anatomy of a blockbuster toy
Lewis Tyler discovers how Hasbro made Furby a sell-out success – again – and speaks to the toy giant’s designers to find out how this classic children’s product was made fit for the modern age
The return of Furby has been well- marketed, from the initial tease on Facebook (right)…
THE ORIGINAL Furby was an instant phenomenon when it hit shelves in 1998. The furry, Furbish-speaking animatronic pet from Tiger Electronics went on to sell in excess of 40 million units around the world. To say Hasbro had ‘a bit of a job’ re-creating the craze again with another version would be a huge understatement. The firm brought out an
‘Emoto-tronic’ Furby in 2005, but this time around it was arguably the real comeback. ‘Furby 2.0’ – as some
… to other promotional PR and media
activity…
initially called him – had stepped into the modern world with new electronic features and a corresponding (and on- trend) iPhone and iPad app. Was Furby 2012 a toy for our times? One thing is certain: no one can accuse Hasbro of not bringing a feature-packed Furby to the table, an electronic pet that could resonate with the kids of today. And the fact it all but sold out everywhere would seem to indicate the pet is serious hot property. The new Furby was first
…and TV advertisements including the humorous 30-second Tesco ad (above) THE EVOLUTION OF FURBY
revealed to the UK public on Facebook earlier this year, when Hasbro asked, ‘Guess who’s coming back?’
It wasn’t long before news
of Furby’s return began to spread on social media platforms, as Furby owners of old got nostalgic at the sight of this old friend, more reminiscent of the original than the 2005 version, with the addition of LED eyes. Foye Pascoe, Hasbro’s
general manager for UK, Ireland and Nordics, says: “This year Furby has been welcomed back with open arms – the reception from consumers has been
activities have included social media and community engagement on Facebook and Twitter, as well as creating celebrity look-a- likes, including Alan Carr.” Additional exposure to
Hasbro’s target girls’ audience was achieved with a key advertising slot during ITV’s mega popular talent show The X Factor, while Furby also targeted parents in retail Christmas adverts, including a starring role in one of
Furby has been welcomed back with open arms – the reception from
consumers has been phenomenal. Foye Pascoe, Hasbro UK
phenomenal. Furby has once again delighted children and fans of all ages across the nation. “The campaign to bring
Furby back into the spotlight has included a partnership with girl band Stooshe, which focused around a comprehensive PR and media campaign; and a special outreach programme with Stardoll Media – the online fashion community for girls. Other Q3 and Q4
Tesco’s festive promotions (pictured, left). With Furby’s inclusion in 2012’s ‘Dream Thirteen’ at Dream Toys, the hype had been truly generated. Fast forward to Christmas and Furby had all but sold out at most of the UK’s major toy retailers, while its value on some online marketplaces soared above £100: Proof that the third version of Furby is a bona fide blockbuster toy.
1998 Tiger Electronics’ original Furby 66 February
2005
Hasbro acquires Furby and launches its first Emoto-Tronic version