Opportunities Come to The Toy Industry

At present, with the emergence of IP peripheral derivatives, blind boxes and other emerging tracks, as well as the rapid rise of online channels such as social platforms, the toy industry has frequently become the "new traffic password" of the consumer market, and more and more consumers from Online marketing was planted toy products. The data shows that in 2021, online channel consumption in the toy market will account for more than 80%, and online channels will gradually become the mainstream consumption method in my country's toy market. At the same time, as Generation Z has gradually become another "main force" in the consumer market, the high experience and customized experience brought by experiential gifts are more attractive than homogeneous gifts. According to research data, during Valentine’s Day in 2022, the sales of trendy plush toys will increase by 50% month-on-month. Trendy toys will become the new choice for post-95 Valentine’s Day. In addition, three-dimensional puzzles and bubble machines will also appear in post-95 Valentine’s Day shopping. list.

In addition, the children's toy gift market, which accounts for 37%, should not be underestimated. Children’s gift-giving consumption is not only a huge amount, because children have a strong demand for novelty and need to update and purchase toys frequently, and the demand for gift-giving scenes is also relatively diverse. Birthdays, Children’s Day, and even progress rewards can all become children’s gift-giving scenes.

It can be seen that brands in the toy industry should pay attention to the business growth opportunities of gift-giving nodes throughout the year, increase the layout of node festival marketing, and seek new business growth. Taking LEGO as an example, the brand uses the long-term placement of bidding advertisements to store water in private domains, combined with the in-depth content cooperation of contract advertisements and investment promotion advertisements at major festival nodes, by increasing the amount of placement, deploying multiple placement nodes, and upgrading placement resources, etc. The delivery strategy is to expand investment in multiple nodes such as Spring Festival and summer vacation except Christmas and Children's Day, and try various types of advertisements to improve scene penetration and crowd coverage, and grab the minds of people who give gifts throughout the year.