23 minute read
Q4 – what’s in store for the Golden Quarter
University Games
Eyes on the prize
With a strong first part of 2022 under the industry’s belts, and consumers back in stores too, things are looking good for Q4. But in a far more complex media landscape, how best to reach consumers? TnP investigates…
First the good news.
Things are looking good for Q4.
The figures for the year so far, as announced recently by NPD, are looking good, and the experts at the company are convinced that a strong quarter is in store.
But – and here’s the big but – in an increasingly fragmented market, with competition for the attention of children’s and parents’ eyeballs to drive awareness of forthcoming product greater than ever, what’s the best way to let consumers know your product is out there?
That’s the challenge facing marketeers and suppliers heading into the crucial final few months of the year.
“Q4 has always been challenging,” says Melissa Symonds, head of UK Toys at
“Specialist
stores are best placed to pick from Christmas Eve on Saturday, as consumers wander down
Melissa Symonds, head of toys, NPD
NPD. “Historically, in recent years Q4 has under-performed compared with the first nine months of the year, not growing at the same rate or as heavily from the end of September as it did before.”
This year, there is a difference though, as Symonds notes: “While it will be challenging this year, Christmas Eve is on a Saturday.
“The last time that happened – in 2016 – week 51 was absolutely huge. Some 6% of toy sales came in that week and it was up 33% on the previous year.”
That mood of optimism should further boost bricks-and-mortar stores’ chances of a successful December and, moreover, give them added weight as they battle against the threat of online sales.
As Symonds notes: “Specialist stores are best placed to pick up from that Saturday, as consumers wander down the high streets, looking for presents.”
With all that potential out there, the key question for suppliers is how best to target consumers.
And this is where things become trickier for them, because targeting punters out there is, perhaps, more difficult than ever.
In the good old days (roughly the period before the creation of the Internet, before social media and more), it was relatively straightforward. In, say, the 1970s, it was merely deciding between print or TV and, in most instances, just whether to target children, using pester power, or adults. There was only one channel to advertise on, although there were plenty of magazines, newspapers and sundry publications.
The next decade saw, towards the latter part, a proliferation of different TV stations and the advent
of standalone children’s channels. In the 1990s, that further mushroomed and then, blam, along came the World Wide Web.
And nowadays, the choices that marketing people have to make are far more complex. Not only are the basics still there – whether to target children or adults – but there’s a whole host of different methods that could be used to reach either/or.
“The way kids consume content has changed so much,” says Symonds.
“And it’s the same for parents. It’s so much more fragmented now, and people are watching all kinds of different things.”
Nor is talking to consumers across different platforms and channels as straightforward as in the days of yore. “Content for YouTube, say, is so much more different from something on TikTok,” notes Symonds. “You can’t just use the same thing to do it.”
What’s more, marketeers have to be more savvy about who they’re targeting – and why.
“You can’t just do it in broad strokes any more,” continues Symonds. “The ads have to be targeted, and you have to know who you’re targeting. You can reach kids if you talk to them in the right way; you can have a huge success.”
But, and here’s the rub, it has to be in an authentic voice. In the fastmoving world of, say, YouTube and influencers, names and faces can slip in and out of vogue. Marketeers this Q4 have to know not only who they’re talking to, but also who best to get their message across, certainly before key voices and influencers fall by the wayside.
From this year’s crop of big Q4 marketing campaigns, the likes of Vivid Goliath are emblematic of this shift.
The toy and game creator is, it says, ‘evolving” its media strategy. “We will have a much stronger focus on digital, social media and influencer programmes, PR and gaming,” says the company’s Darrell Jones.
“The toy market has seen a further steep decline in children’s viewing on TV in the first half of ’22, making it key to shift our emphasis not just on TV but to also follow our audience to the more fragmented world of YouTube and other digital platforms.”
It’s now, the company further notes, a more complex task just to get the same kind of audience and reach you could do in simpler times, preinternet. But if you’re creating content for a global audience, you can have a consistency of voice and make different versions to speak to different audiences on a global level.
“This year, our media plans encompass a layered approach
Crayola Vivid
This year, our media “
plans encompass a layered approach across multiple platforms to build the frequency and reach we used to enjoy from TV advertising alone
Darrell Jones, Vivid Goliath “
across multiple platforms to build the frequency and reach we used to enjoy from TV advertising alone,’’ says Jones. “Goliath has also invested in a global content studio and team based out of the US, which will allow us to deliver the right assets, creative, tone, lengths and formats to each of the social and digital platforms across our portfolio.
“Our plans will include a mix of TV and VOD advertising along with YouTube, Influencers, PR as well as targeting parents and gifters across Facebook, Instagram, TikTok and Snapchat.”
Flair GP is taking a similar approach, as the company notes in our coverage here: “Flair GP will be building the brand awareness for new and classic brands this Autumn/Winter, mixing TV with a significant digital presence to ensure the new fun and impactful TVCs are seen in the space where kids are consuming media the most.”
One thing is for sure – it may not have the visibility that most parents would have been familiar with from their own childhoods - the inescapable nature of Christmas Q4 campaigns from a bygone era, nor the omnipresence of the old Argos catalogue - but children will be seeing lots of ads across different formats, as well as less blatant advertising, and more partnerships and collaborations between products and influencers.
A Flair for marketing
FLAIR GP
0208 643 0320 sales@flairplc.co.uk
Flair GP will be building brand awareness for new and classic brands this Autumn/Winter, mixing TV with a significant digital presence to ensure the new fun and impactful TVCs are seen in the space where kids are consuming media the most.
Action Heroes, the super-cool mini-figures with mix and match pieces and changeable expressions, is a priority launch for the year. This brand launched this summer, with both TV and digital support, and interest will be maintained throughout the final quarter, with drivers for marketing to include preroll, influencer outreach, sampling and more. Influencers and parental activity will see support delivered across the whole brand, while digital campaigns will deliver a huge volume of true views of the TVC between September and October, switching on at regular intervals throughout the season. This will be added to with a further linear and VoD TV campaign in September and October, ensuring eyes are across the full collection, including the bigger playsets, Dino Camp AtaX and Police HQ, and the larger vehicle sets, such as the Police SWAT Truck.
The final months of the year are always key for family games, and this year Flair’s marketing plans will ensure that its new game Get To The Peak, which requires players to race to the peak with their mountain climbers, will be top of the games pile! A significant number of true views will be delivered via YouTube preroll, through October and November, with TV reaching kids while they’re watching their favourite shows. This robust campaign is rounded off with parental and influencer engagement, social media support and brand presence in favourite kids press titles.
Flair’s creative portfolio will also be front of mind, with both Mr Frosty The Ice Crunchy Maker and the Mini Delices chocolate-making kits benefiting from the support of a TV campaign running through the October half-term holidays. The Mini Delices TVC highlights the all-year-round favourite, the 5-in-1 Chocolate Workshop, as well as the all-new Chocolate Bar Maker, which allows kids to create any chocolate bar that their imaginations can dream up.
Other key brands such as Super Cute Little Babies, Hamstars and Unique Eyes will all have significant digital campaigns, which will rack up millions of preroll views, as well as a host of PR activity to highlight the Q4 collections. Super Cute Little Babies, Hamstars and Unique Eyes will all have significant digital campaigns, which will rack up millions of preroll views
BeKind, rewind
SIMBA SMOBY
01620 674 778 sales@simbasmoby.com
Smoby roleplay lines, licensed RC vehicles from Jada Toys, and the eco-conscious BeKind dolls all feature prominently in Simba Smoby Toys UK’s Q4 campaigns.
As we head towards the festive gifting period, the firm is to continue its multi-tiered, family-focused marketing support for Smoby, with a big marketing drive for the Smoby roleplay lines. This activity will be headlined by a TV campaign showcasing the brand’s Black + Decker replica workbenches, its realistic, feature-packed kitchens including the all-new Tefal Studio Utility kitchen, and the all-new Barber Shop and Beauty Centre sets.
The company will also continue to invest in parent- and kid-facing YouTube preroll, with further support coming in the form of an additional Premier League campaign that will run between September and November, allowing millions more fans to experience the Smoby Smile LED brand advertising via pitchside boards. Meanwhile, monthly initiatives will continue to increase engagement on the Smoby social channels, building on the brand’s significant presence in the digital space, while influencer and celebrity engagement will help take Smoby to more parents.
Zooming off the big screen and onto the toy shelf are the firm’s RC vehicles. Perfect for Christmas gifting, Simba Smoby UK will be ensuring that its Toy Story and Disney Cars RC lines remain front of mind with a whole host of activity. Everyone’s favourite friend RC Buggy Buzz Lightyear, 1:24 RC Turbo Racer Lightning McQueen will feature in the firm’s TVC, which will rack up views on TV and through YouTube preroll. Sticking with boys, Rescue Hybrids, the new IP from Dickie Toys, will be supported with a campaign involving TV and SuperAwesome gamified content in October, allowing boys to interact with the Rescue Hybrids models in a game.
Meanwhile, the BeKind Dolls will be topping children’s Christmas wish lists, with a TV campaign in October. Perfect for Christmas gifting, Simba Smoby UK will be ensuring that its Toy Story and Disney Cars RC lines remain front of mind with a whole host of activity
Shifting to digital and more
VIVID GOLIATH
0333 207 2041
Sky Dancers will benefit from a 360-marketing plan comprising TV, YouTube, nationally relevant PR and paid social campaigns. As a Sky Dancer flies in through the window, the TV ad allows viewers to step into the magical world of Sky Dancers. The TVC shows the full range of dazzling dolls as they dance, glide and fly through the sky. Children will be encouraged to look to the skyline on channels from September across a targeted channel mix. YouTube will also form a key part of the plan with content seeded out across relevant channels to tap into those all-important co-viewing opportunities.
The range will be launched with a high-profile brand event at the London Eye; the perfect location to link back into the key features of height and flight in the dolls. A mixture of celebrity parents, influencers and press will be invited to experience toy demonstrations, themed activities and a chance to play with the Sky Dancers themselves. The nostalgia of these hit 90s toys will also play into Vivid’s social and influencer strategy, where parents will take their memories to new heights by sharing recollections of the range with the next generation.
The new introduction from Vivid’s heritage brand Animagic; the Let’s Go Gecko will add a new layer to the range with the introduction of palm pets. The engaging TV ad shows all the interactive features to discover in your Gecko pal including walking and dancing alongside lights and sound effects.
The content will be played out across YouTube to stack with the TV content to reach new audiences with additional brand content. The Animagic range will be featured in parent-targeted social campaigns across Facebook, Instagram and Snapchat.
Meanwhile., the Recyclings communication message will be centred on the transformation of bottle caps into cute characters amplified across YouTube, PR, influencers and gaming. Playing into the success of the YouTube channel quickly approaching the 6M view mark, the video streaming site will form a key part of the marketing plan, amplifying branded content across the network. A heavyweight PR campaign also launched in mid-August with a consumer research panel and celebrity spokesperson highlighting the sustainable credentials of the range on a national press and radio tour. A tiered influencer strategy also launched simultaneously across a macro, micro and gifted scale to drive mass Recyclings brand awareness across the social platforms with fun reel and static content. Vivid Goliath will also benefit from a wide-reaching media plan for the games category, which continues to expand year-onyear. This year, Vivid will build on existing titles within preschool/kids, family, party and introduce a new category in the form of True Crime. Similar to Vivid’s approach to toys, the range of games will each gain exposure from individual media plans across TV, VOD, YouTube and social advertising. Sky Dancers will benefit from a 360-marketing plan comprising TV, YouTube, nationally relevant PR and paid social campaigns. As a Sky Dancer flies in through the window, the TV ad allows viewers to step into the magical world of Sky Dancers
Walking Among Us
SINCO
07793 121 778 | daniel@sincocreations.com
Following a hugely impressive start for the Among Us master toy collection, Sinco Creations has this year introduced a second series, which it will be taking to the masses, with a high-impact campaign for the final quarter.
Activity to promote Sinco’s Series Two toy line for the fan-favourite gaming IP has already begun and is set to continue throughout the season, ensuring that this new wave of ‘crewmate’ collectable figures, plush pals and the newly launched Special Edition lines will remain front of mind for fans of this popular online, multiplayer, social deduction game.
The Among Us Airship, which comes with three exclusive crewmates and features a roof that opens up to provide storage, is a priority line for the range. And fans will no doubt already be familiar with this epic airship, as it is a key focus for the TVC, which started airing digitally this August.
Digital activity will remain central to Sinco’s Q4 marketing, with over 2 million true views of the TVC set to be delivered across kids’ YouTube and gaming. These views will be racked up right up until December, with several heavy bursts.
Support for the line will also include multiple waves of Meta advertising, as well as influencer engagement across YouTube, Instagram, parental blogger channels and TikTok. And covermount promotion and numerous other placements with kids press will add to the fun, ensuring that the brand reaches the core audience offline, too.
Beams me up
ONE FOR FUN
0141 613 2525 | sales@oneforfun.com
Having launched this summer, Happy Line Toys’ lovable, huggable Dream Beams plush pals, which have special glow-inthe dark features, are a must-have in the plush aisle, and popularity is set to surge with the firm’s exciting plans for the final quarter.
Kids will be offered a peek into Dream Beams World, with frequent, heavyweight preroll that will ensure the target demographic sees the captivating TVC. This activity will be interspersed with influencer activity across YouTube and Instagram. Each new wave, known as a Dreamscovery, has its very own schedule of activity, which will reach a high volume of parents through peerto-peer awareness and recommendation.
Dream Beams are now available in three different sizes: 18cm, 30cm and an all-new 9cm format, which come in blind packaging: the Dream Mystery - the Dream Beams Mini Surprise Collectables.
On the Box
MAGICBOX TOYS
01293 222500 | sales@magicbox-toys.co.uk
Magicbox Toys, home to much-loved collectable brands, will be placing significant investment behind its Autumn ranges, ensuring that SuperThings, T-Racers and KookyLoos are front of mind with parents, gift buyers and children, throughout the final quarter.
KookyLoos Express Yourself Dolls, the fashionable, fun-loving mini-dolls that change their expressions with a flick and a click, come packaged in sustainable tubes, with clothes and accessories to discover in sustainable paper blind bags. Girls can collect all 24 dolls and then build a KookyLoos community with the many playsets in the range, such as Mia’s Kooky Caravan and the KookyLoos Wardrobes. The brand launched in August, with TV and digital support that is set to continue throughout Q4, including an immersive campaign with Kids Know Best. TVRs and digital views are top of the agenda, supported in subsequent months with wide-reaching Instagram campaigns plus experiential activities available at retail.
Magicbox Toys will also be creating multiple layers of support behind the latest SuperThings collection: Rescue Force. Fans will love seeing the SuperThings rally to the rescue in the multiple TVCs, which will be seen across linear and VoD TV channels, throughout the season, as well as on YouTube, with heavyweight preroll bursts delivering more than 2.5 million true views. Closer to Christmas, marketing will highlight key gifting items including the SuperThings Rescue Truck.
Setting the table
UNIVERSITY GAMES AND LAGOON
0207 254 0100 www.university-games.co.uk
University Games and Lagoon has big plans for its Q4 campaigns this year including primetime TV, radio and high-profile online campaigns for the iconic table football game, Subbuteo, as well as significant digital campaigns for a number of its ever-popular, blockbuster family games.
Following the Lionesses’ inspiring victory at Euros 2022, and as the England squad prepare to head to the Fifa World Cup in November, the Official England and Official Lionesses Subbuteo Main Games are set to be hot lines this Christmas. The ever-strong Subbuteo range, which also sports the Original Main Game, Official Liverpool Main Game and a host of teams and other accessories including fences and even a VAR Set, will all benefit from the integrated Q4 marketing campaign.
The inspiring and nostalgic family-led creative Subbuteo TV commercial, featuring the voice of the sporting broadcasting legend John Motson, will feature as part of a multi layered heavyweight media campaign throughout Q4. Scheduled from mid-October through to December the campaign will include TV advertising within family, sports and adult time as well as inmatch advertising.
Alongside the TV exposure will be a wide variety of supporting activity that includes Talk Sport radio partnership, YouTube and social media plans and other digital activity.
There will also be a full TV campaign for the ever-popular Smart Ass Board Game backed up with digital media campaigns including TikTok, YouTube, Facebook, Instagram and radio to create multiple touch points and opportunities to interact with the brand.
Other games benefiting from a similarly strong all-round digital marketing plan include Perudo, Who’s In The Bag, Quicksand and 5 Star Review Game, as well as adult games, Judge Your Friends, Bigger Is Better and the Murder Mystery Case Files.
With extensive campaigns running on TV and across social and digital media channels, these lines are set to finish the year with a burst, so don’t miss out on the demand
Skirting around
CHARACTER OPTIONS
0161 6339800 sales@charactergroup.plc.uk
Character Options is rolling out its Q4 marketing campaigns across the board to ensure that its key Christmas lines remain front of mind ahead of the festive gifting period. TV is a key element to the strategy along with millions of digital preroll views for each brand also scheduled.
Mouse in the House is a key launch for Character Options this year, and that’s reflected in the level of support that the company is putting behind the brand. This new, teeny-tiny, top-secret town, known as Mouseville, exists just behind the skirting boards, and has been brought to life for children to enjoy, with an unmissable toy collection comprising collectable micro-figures and food-themed playsets, allowing children to build their very own world of Mouse in the House up against the skirting boards at home.
The Stilton Hamper Hotel will be central to the TVC that will be aired on linear and VoD TV while also delivering millions of true views on gaming and YouTube from launch until Christmas. Maximising awareness and engagement with the brand will be YouTube webisodes narrated by Helen Flanagan and sponsored posts shared by the celeb mum on her Instagram channel. Meanwhile, further helping to ensure eyes on the brand throughout the final quarter will be a special wave of influencer activity.
Heroes of Goo Jit Zu remains a top priority for Character Options, with the collection now sold in 50-plus territories. And success for the collection is assured, thanks to an all-encompassing campaign promoting the Ultra Goo Stretch & Strike Thrash Mobile, and the wider collection. This super-cool vehicle, which transforms from Cruise Mode to Shark Attack Mode, and includes an exclusive Race Suit Thrash, will take centre stage in the TVC that will air on TV and through YouTube preroll. Expect to see this cool set of wheels on social media, too, thanks to influencer support and coverage across Character’s social channels
Following the sell-out success of Character’s hit interactive pets from previous years, the firm is proud to present a new addition to the Jiggly Pets portfolio: GiGi the Giraffe. This queen of the dancefloor who features full body movement and music, will be rocking across screens, reaching kids where they are spending most time, on YouTube, through continual preroll campaigns.
Preroll with it
BASIC FUN!
0118 925 3270 www.BasicFun.com
It will be all eyes on Basic Fun!’s AW22 ranges over the coming months.
Major campaigns for Cutetitos, Care Bears, Tonka, K’Nex, Lite Brite and the new Misfittens will each deliver huge volumes of true views, through YouTube preroll, reaching kids where they are consuming content most. Plus, significant digital investment will continue for all autumnal ranges, with influencer endorsement and coverage across all core social platforms. Cementing this will be TV, highlighting key launches for Misfittens, Care Bears, Cutetitos and Lite Brite.
Basic Fun! has committed to delivering more than 2.5million true views through YouTube preroll for Misfittens, ensuring the comical group of cat plushies that come squished into meme-ishly tiny spots will be front of mind for kids in the target demographic, throughout the final quarter. TV spot, parental outreach, sampling, kidfluencers and TikTok activity will only add to the fun.
In Care Bears’ 40th year, fans will be transported to Care-a-Lot, with a new special edition anniversary bear. Care-a-Lot is the perfect bear to mark the occasion and complements the other new 35cm Care Bears: Superstar Bear, True Heart Bear and Daydream Bear. With heavy bursts of preroll to deliver a minimum of 3 million views, amid other digital activities, these new additions will make their presence known.
There’s also a great deal of excitement around the new Cutetitos theme Islanditos, and the new wave for Unicornitos, which will benefit from more than 2.5 million true views delivered via YouTube preroll, a TV spot, and social media activity throughout the season.
That’s not all; this season, Stranger Things fans have been escaping to the Upside Down with the Lite Brite Stranger Things Special Edition se. This fresh new launch is being showcased alongside the core range, with 2 millon preroll true views, TV, influencer outreach and so much more. Plus, an ‘always on’ strategy for Tonka and K’Nex, in the digital arena, will ensure these brands are at the forefront of consumers’ minds.
Glow for it
CRAYOLA
0800 389 6238 | www.crayola.co.uk
Crayola will take a multi-layered approach with its media plans this year, focusing on the key products for the season, including the new Washimals Super Salon, Glow Art Studio and Colour ‘N’ Style Mermaid Sea Salon.
Washimals sees a mix of TV, VOD and YouTube to reach its core girls audience with a new commercial highlighting all the added features of the new Super Salon playset including pearlescent paint, scented sprays, and stickers to customise your pets in even more new ways. Social media will also be used to further support the release aimed at parents and gift-givers, demonstrating the endless creative fun that can be had with Washimals.
Crayola also has the solution to getting creative even when the lights go out with the Glow Art Studio. Kids can now create amazing art with light. No ink or paint required. This mess-free message, true to Crayola’s ethos, will be showcased though a new TV advert and supported with VOD, YouTube and paid social.
Paint-sation is the solution to mess-free painting with non-spill pods that do not require any water. Finding creative ways to explain this unique product and build awareness among parents wanting a less-mess life has led to an exciting influencer media campaign – more to be announced on this in the coming weeks.
Crayola is also making a splash this Autumn/Winter with the Colour N Style Mermaids Sea Salon. The new sea-inspired playset is supported with a TV advert as well as a multimarketing approach across all key touchpoints including social media, influencer activity, VOD and YouTube. The campaign encourages girls to style their mermaids with endless different transformations.
