kids and adults. We all have a fondness for childhood memories,
Dan
Salem Prism Digital
Solutions The strength of emotion
Phew! Toy fair season is finally behind us, and it’s time to take stock and follow up on all the positivity. But while everyone is waiting for those firm commitments from retailers, the marketing teams will be finalising briefs and plans for the end of the year in anticipation of the Christmas bonanza. And what perfect timing, because one of the best things to have happened for the toy industry over the last month from a marketing creative point of view, has to have been The Lego Movie. Not only was it a great movie in its own right, but a fantastic piece of marketing for the Lego brand. Some may consider it just a long advert for the brand, but its success was in its emotional connection between the product and its use for both
freedom, no responsibilities, an ever-expanding imagination, and the sensitivities and relationships of the people around us at the time, from family to friends. The strength of emotion drives so many of our
everyday purchasing decisions, that it’s a surprise that many of the toy commercials and plans we see are usually based on the rationality of the product itself. While this works for the immediacy and simplicity of a child’s thought process, might there be another way to communicate to this audience that will allow companies to stand out from the crowd? Lego’s growth over the past few years can not only
be attributed to its strong product development and its embracing of strong licensed properties, but also that much of its marketing and communication has had a unique emotional quality that appeals to children and parents alike. With parents holding the purse strings they are
often overlooked in favour of the better value airtime that the kids marketplace offers. However, when it comes to gifting throughout the year, when many children are less concerned about what is bought for their friend’s birthday, or for those occasions when children ask for a top-end gift, parents’ consideration and approval is key. Parents never want to disappoint their children when it comes to buying presents, but
Richard
Gottlieb Global Toy Experts
Toy Fair 2014; a happy and “awesome” show
If you are around anyone who just left the 2014 New York Toy Fair you may notice a low, barking cough. No, they are not sick; they just have a form of Kennel Cough which I call Toy Fair Cough. It is the result of four days of non-stop talking in a Javits Center environment that rivals the Sahara Desert for dryness. So pardon me as while writing this I cough (cough, cough, cough) a bit. Here are my observations on the show:
A happy show - I would characterise this year’s show as “happy”. Exhibitors and attendees smiled and laughed a great deal and in general were enjoying themselves more this year than years past. This to me could mean that the industry’s spirits are up and that is good for any industry.
Show attendance was up - I had a major toy company tell me that they normally return home with catalogues
that they had not given out. This year was different; they ran out by the second day. I am fascinated by this not only because it is an indication that attendance was up (at least at that booth), but it flies in the face of the notion that attendees would prefer not to carry around a load of catalogues but access the information online after the show. Another reason I felt attendance was up was because, well (duhhh), there were lots more people walking around. Really, that’s important because many noted that last year; we had a strong Sunday and a major attendance drop off on Monday. Not this year, Monday was wild and that lifted everyone’s spirits. Compliments to Jim Silver (editor in chief of
TimeToPlayMag.com) for his Toy Fair interviews with John Barbour of LeapFrog, Brian Goldner of Mattel, Bryan Stockton of Hasbro and Soren Torp Laursen of Lego. The interviews were well done but it is the normally understated Mr Laursen who surprises by dancing to the “Everything is Awesome” song from the new The Lego Movie. Awesome!
Changing of the guard - Joan Luks, principal of the Serenata Group, handed the Women in Toys presidential gavel over to Ashley Mady, president at Brandberry. Joan Luks is one of those wonderfully disarming, quiet people who make the toy industry a better place to live and work without making a splash. Ashley has a tough act to follow, but with that big smile and personality I am sure she is more than up to it.
Best story - Laurie Shacht, publisher of The Toy Book,
they still consider the play value and the cost of the product, and, when necessary (as we all have done), can dissuade a child from a particular product in favour of another. This is also the case when it comes to kids writing their letters to Santa. Gut feel may be one thing in developing a
toy range, but research and insight can deliver a significant advantage when it comes to marketing and advertising. Lego’s planning insight is what helped to create the very successful pre-Christmas campaign featuring the father and son. But this advert was not in isolation to product driven ads. It was designed to complement an overall communication strategy across all media, from TV to online and targeted social media. All of these channels had an emotional driver which appealed to both kids and parents. Even when marketing budgets are tight it
is relatively easy to develop different creative executions for both parents and children, appealing to their emotional and/or rational sensibilities. With the economy in better shape and, despite the floods, a growing feeling of positivity, now is a perfect time to step up a gear and stand out from the crowd. If you want to understand the science behind child and adult purchasing behaviour in order to help develop your creative plans this year, or you want to get emotional with your creative, feel free to get in contact.
The Toy Insider and Adventure Publishing, riding around in a wheelchair because she sprained her ankle (or broke her foot; I am sorry Laurie but I can’t remember which) running from a lion while on Safari in Africa. Let this be a lesson to anyone planning on being out in the open with lions.
Best party - And once again, the winner is Mary Couzin and Hook Logic’s inventor party at O’Connell’s pub. It’s not the food (but those chicken wings were particularly good) and not the alcohol (of which there was a great deal imbibed) but the sheer energy of having all of the toy and game inventors and those who love them in the same room at the same time.
Act of giving - Michael Rinzler and Jeremy Padawer of Wicked Cool Toys turned over a portion of their space to a bootstrapping toy company short of capital. I thought this was a great gesture and wondered how great it would be if some of our other toy companies took newbies under their wing and helped them get started.
Delightful moment - At the ribbon cutting, Strawberry Shortcake was really, and I mean really, into the music. I don’t know who was in that costume but they can sure dance. I felt bad for the person in that that big square thing costume who could only lean side to side while the music played.
As for me, I had a great time and I hope you did too (cough, cough, cough).
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