Youtube Marketing

Santa’s Top Toy Sellers This Year Are Influencers – Forbes

Summary

WeWearCute, influencers with a large and loyal following of tween girls, are featured on five toys … [+] by Spin Master.

Spin Master

When the company now known as Hasbro
HAS
was selling their new toy Mr. Potato Head in 1952, it turned to something radically different for the time – a TV commercial aimed directly at kids.

When Tyco Toys made Tickle Me Elmo a Christmas 1996 hit, a key piece of their marketing plan was landing a cov…….

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WeWearCute, influencers with a large and loyal following of tween girls, are featured on five toys … [+] by Spin Master.

Spin Master

When the company now known as Hasbro
HAS
was selling their new toy Mr. Potato Head in 1952, it turned to something radically different for the time – a TV commercial aimed directly at kids.

When Tyco Toys made Tickle Me Elmo a Christmas 1996 hit, a key piece of their marketing plan was landing a coveted spot on the Rosie O’Donnell show, then seen as the best way to reach young moms.

For Christmas 2021, having a hot toy hinges on whether you have the right influencer promoting it.

Influencers, and the videos they post on TikTok, YouTube and other social media platforms have replaced Saturday morning cartoons as the way to market toys to kids. Last year, due to the pandemic, the hours kids spent watching YouTube and TikTok videos jumped and toy makers saw such a surge in influencer-driven toy sales that many have permanently shifted their marketing dollars.

TikTok in September announced that it had over 1 billion monthly viewers worldwide. Kids ages 4-15 spend an average of 80 minutes a day on TikTok and 85 minutes on YouTube, according to one study.

“My budget for TV this year is zero,” said Bill Uzell, President and CEO of Canal Toys. “Last year I only used influencers, and this year only influencers, and I don’t see myself going back,” he said. Uzell not only uses influencers to promote his toys – this year he has a hit toy, Studio Creator 2, for kids who want to be influencers, and make their own social media videos.

“It used to be marketing in the kids space and toys was fairly predictable,” said Laura Henderson, executive vice president of marketing for the Spin Master toy company. “You’d develop a great line, market them on Saturday morning cartoons, and get great placement at Toys R Us. That has all been permanently disrupted,” she said.

Spin Master is using influencers in its marketing plans for numerous toys this holiday season, including its InkFluencer arts and crafts kits and its Cool Maker activity kits promoted by WeWearCute – two sisters from New York with a 12.6 million followers. The Spin Master Aerobie Sonic Fin football is being promoted by celebrity quarterback Russell Wilson, and Spin Master’s new Mermaid High fashion dolls have a theme song written and performed by TikTok and YouTube star Claire Rosinkranz.

Henderson said Spin Master uses influencers for three primary reasons: when it is trying to enter a new platform, such as TikTok or the gaming site Roblox, when they partner with an influencer popular on the platform; to access the audience of an influencer with the types of followers Spin Master wants to reach; or to extend …….

Source: https://www.forbes.com/sites/joanverdon/2021/11/14/santas-top-toy-sellers-this-year-are-influencers/