Viewpoint


for the channel. Will Disney decide to go more commercial, having seen their integrated approach through the Media Plus team grow revenues significantly year-on-year since Bobi took the helm? But with XD having a ratings blip will the opportunity for the successful main channel and Disney Junior be too tempting to capitalise on for the exec’s from across the pond? And will the Turtles reignite Nickelodeon? Only time will tell. This Christmas has seen a significant increase in tablet ownership, and with kids adept at dual- screen viewing, will 2013 bring some innovation in terms of app developments which link the daily schedules and activities on-air with live interactive opportunities? Dare I say it, but this is one area where the press seem to have made a head start forced by the decline in their traditional newspaper formats. For those who read the Metro through the iPad edition, it has been interesting to see the commercial and creative opportunities develop over the past six months. Would a simple app template owned by individual toy brands be a cost-effective opportunity to enhance existing or planned TV adverts? Delivering engagement has been the buzzword for many years, but I think in 2013 there is a real opportunity to take it to the next level by delivering branded content, interactive


RAV_TWorld_Feb13_MainMag_FINAL.pdf 1


opportunities and more in ways that kids will be familiar with through exposure via existing gaming platforms.


And when it comes to the online world, what will become of Moshi Monsters? Will their meteoric rise continue, or will there be more entrants such as Bin Weevils steeling what has become a lucrative online social empire. Managing these brands will be an ongoing battle of managing short-term licensing opportunities whilst building a long-term brand. Will the steady approach of Club Penguin be the long-term winner, or is the short-term fast buck the real way to succeed? And for parents, Facebook will continue to dominate their social media sphere. But remember, just because you can doesn’t mean you always should. Consideration should always be given to the age range of the products being promoted, especially when considering how to get the most out of any social media. VTech’s use of Facebook with its recent giggle promotion proved that simplicity and direct targeting of mums on an emotional level can deliver fantastic results. But there have been many whose results are less convincing, and just because you have 5000 likes doesn’t guarantee you are going to sell 5000 more units.


While it is difficult to measure ROI, Facebook can deliver word of mouth opportunities in abundance for the right targeted products and the


11/12/2012 10:03


right creative message. And this is where it falls between PR and traditional media planning. For social media activity, it’s all about attracting your audience and having a conversation with them, so make sure you plan beyond your ‘likes’ and plan for the long-term. As humans, we enjoy long-term relationships when both parties are connected through a common interest, but don’t be afraid to say goodbye when the relationship moves on, especially as kids grow up. A great example is the Pampers club which from childbirth may email you every fortnight, but as your child grows the communication changes and becomes less frequent, and by three or four they say goodbye. And now, on to creative. 2013 will hopefully be


the year when we see more integrated creative ads running across multiple platforms. TV adverts for toys haven’t really changed over the years, much to the consternation of some parents (albeit mainly for the undubbed over-excited American ads). But when times are challenging, as 2013 will undoubtedly be, the opportunity to shake things up has never had more appeal. Some will say that it’s best to stick to what you know when it’s tough, but with the ability to stand out required even more to make it onto a kid’s wish list, doing something different can be an opportunity. And on that note, with a few ideas and exciting opportunities to share in person at Toy Fair, let’s make 2013 a year to remember.


Do you have a response to, or opinion on any of our Viewpoint Articles? Email tom@toyworldmag.co.uk DISCOVER C M Y CM MY 07319 Princess 3inBox CY CMY K 08716 Jake & Never Land Pirates 35pc 08680 Hello Kitty 35pc 10879 Bin Weevils 80pc


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