How to Market Toys: Online & Offline Strategies to Boost Sales

The toy market has evolved significantly in recent years, and with technology, social media, and e-commerce growing rapidly, businesses must adapt their marketing strategies to stay ahead. In 2023, the U.S. baby and infant market alone reached $61.7 billion, and the toy sector continues to show strong growth, with the global baby toy market expected to grow at a 4.4% annual rate from 2024 to 2030. For businesses in the toy industry, understanding how to effectively market toys is crucial to success.

This blog will cover key toy marketing strategies, showcasing real-world examples and offering actionable insights into how to market toys to kids, engage customers, and build lasting brand loyalty. We'll also dive into how to promote toys online, build immersive retail experiences, and leverage modern marketing trends, including influencer marketing, to sell more toys.

1. Understand Your Target Audience

Understanding the specific needs and preferences of your target audience is crucial in toy marketing. Knowing who's buying your toys and why can help you design more effective campaigns.

Example:

• Smaller Toy Stores Targeting Eco-Conscious Families: A store like Green Toys, which focuses on eco-friendly toys made from recycled materials, targets parents who are environmentally conscious. They market their toys as being not only good for children but also good for the planet. Their marketing strategy revolves around the idea that their toys are safe, sustainable, and educational. Their Instagram feed frequently showcases educational content about the importance of sustainability, making it relatable to eco-conscious parents.
• Targeting Kids with Character-Based Products: The Disney Store uses character-driven marketing to target children and their parents. For example, during the release of the movie Frozen 2, the Disney Store offered a wide range of Elsa and Anna-themed toys. Their social media posts were filled with these characters in action, which resonates strongly with kids and drives sales.

Source: Green Toys

2. Create an Engaging Online Presence

Having a strong digital footprint is essential to attracting online shoppers, and toy brands have become experts at creating interactive, engaging online experiences.

Example:

• LEGO's Online Playable Experience: LEGO excels in offering engaging experiences both online and offline. On their website, they have interactive sections where kids can design their own LEGO creations digitally and share them online.

Source: LEGO

3. Leverage Social Media Platforms

Toy brands and stores often use social media to create viral campaigns that not only promote the products but also engage their audience in fun and exciting ways.

Example:

• Hot Wheels TikTok Challenges: Hot Wheels has tapped into TikTok's viral potential by creating challenges where children (or even adults!) can show off their Hot Wheels cars in action. For example, one challenge involved racing Hot Wheels cars down a giant track and sharing the fastest times with the hashtag #HotWheelsChallenge. These challenges help spread brand awareness organically, attracting both kids and nostalgic adults.

Source: TikTok 

4. Focus on Seasonal and Trend-Driven Marketing

The toy industry thrives on seasonal trends, and creating timely, exciting campaigns around these trends can drive significant traffic to your store.

Example:

• Amazon's “Holiday Toy List”: Amazon's annual Holiday Toy List is a well-known seasonal marketing campaign that kicks off in October, just in time for the holiday shopping season. This list curates the best-selling and trending toys, including popular brands like LEGO, Nerf, and Barbie, making it easier for gift-givers to find the perfect present.

Source: Amazon 

5. Offer In-Store Events and Experiences

In-store events and experiences offer customers the chance to interact directly with your products, creating a memorable experience that leads to increased foot traffic and sales.

Example:

• Build-A-Bear Workshops: Build-A-Bear Workshop offers customers the chance to create their own personalized teddy bears and animals in-store. Children (and adults!) can pick their bear's outfit, choose a heart to place inside it, and even record a special voice message. This immersive experience encourages customers to return and also acts as a form of entertainment while shopping.
• LEGO's flagship stores: Another example of offline marketing is LEGO's retail strategy. Their flagship stores are designed to be immersive experiences. From life-sized LEGO sculptures to interactive building zones, these stores offer customers an experience they can't get online. Visitors can create their own LEGO creations, shop for exclusive products, and participate in hands-on activities that deepen their connection to the brand.

Source: Build-A-Bear

6. Utilize Influencer Marketing and Reviews

The power of social proof is strong, and toy stores can benefit greatly from working with influencers and encouraging customer reviews.

Example:

• The "Ryan's World" YouTube Channel: One of the most successful examples of social media influencing in the toy industry is Ryan's World. Ryan Kaji, a child YouTube star, has built an empire around his toy unboxing and review videos. His toy line, Ryan's World, is sold in major retailers and has become a multi-million-dollar brand. Ryan's brand success is rooted in authentic content, where he showcases toys in real-life situations. By partnering with influencers who have a strong following among kids, toy brands and toy stores can tap into a broad audience and increase their chances of viral success.

Source: Ryan's World

7. Offer Promotions and Discounts

Limited-time offers and discounts are an effective way to boost sales and increase urgency in customers' buying decisions.

Example:

• Walmart's “Rollback” Sales: Walmart offers“Rollback”sales on toys throughout the year. These promotions often include big discounts on top-selling toys like Nerf Guns, Barbie Dolls, and Hot Wheels sets. The bright red “Rollback” banners in-store and online draw attention and create urgency for customers to buy.
• Target's Toy Deals: Target often runs " Toy Deals " for toy categories, like“50% off all action figures”or“Buy 1, get 1 50% off select Barbie Toys.” These promotions encourage customers to purchase more toys and increase overall sales.

Source: Walmart

8. Create a Loyalty Program

Rewarding repeat customers with a loyalty program is a great way to foster customer retention and repeat business.

Example:

• The Disney Store's Disney Rewards Program: The Disney Store offers customers a chance to earn points for every purchase with their Disney Rewards Visa Card. Points accumulate quickly and can be redeemed for Disney gift cards, exclusive toys, and even Disney merchandise, creating an incentive for customers to shop more often.
• Target's Circle Program: Target Circle is a loyalty program that offers members 1% back on every purchase, birthday discounts, and exclusive deals. It encourages repeat visits to Target stores and Target.com, where they can find a range of toys from brands like LEGO, Hot Wheels, and Nerf.

Source: Target

Conclusion

Mastering the essentials of how to market toys involves a combination of creative approaches, strategic planning, and the ability to connect with your audience in meaningful ways. From understanding your target audience and creating an engaging online presence to leveraging seasonal trends and influencer partnerships, the key is to keep your strategies dynamic, fresh, and authentic. By looking at the innovative examples from leading toy brands like LEGO, Target, and Disney, you can apply these proven tactics to your own toy store marketing plan.

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Explore Zhorya's wholesale toy catalog and elevate your toy marketing strategy today!