Mattel: We engage with consumers across all brand and corporate social media platforms, including Facebook, Twitter, Instagram, and YouTube, as well as retailer sites, like Wal-Mart and Kohl’s. At Mattel, we have a fully functioning reporting and engineering team dedicated to understanding what the consumer is saying and turning that data into actionable improvements for both our manufacturing and design process.
Kathleen McHugh (KM): ASTRA is launching an exciting new program that is designed to help independent specialty retailers position their stores as destinations. The program will offer exclusive products for ASTRA member retailers that will not be available elsewhere.
Tony Norman (TN): We have three commercial-grade 3-D printers at Hexbug headquarters that run pretty much continuously. Design is iterative, and our 3-D printers enable us to engage in rapid prototyping. This rapid prototyping allows us to get real working samples out to focus groups quickly and frequently, so as to gather feedback and make the necessary changes prior to starting production. This highly accelerated production process significantly reduces our time to market and sets us apart from other toy companies.
Jay Foreman (JF): I think everyone would agree on Marvel’s The Avengers, Frozen, Cinderella, Minions, and Star Wars, along with Teenage Mutant Ninja Turtles; however, there are a few nontraditional brands emerging from toy companies, like Shopkins, that should be considered.
Laura Zebersky (LZ): Over the past 10 years, the convergence of toys and entertainment has been unprecedented. Consumers have come to expect both online and offline experiences from their favorite brands. It’s not enough anymore to create a new toy. Stories, videos, and other content are needed to really engage kids and toy fans of all ages. This leads into another big change: If you want to reach consumers today, traditional formulas from years ago need to be augmented with strategies that include communication across multiple social platforms. Kids are engaging in new ways with different types of media; they might interact simply by sharing images and video of exciting new toys on various social channels or become avid fans and essentially create celebrities on YouTube. They want the whole experience, and the brands of tomorrow will have to provide it in accessible and innovative ways to stand out from the crowd.
John Gessert (JG): We are starting to see more interest at the consumer level in toys that promote or support basic play patterns. We have received notes from consumers that complement our products not only for being made in the U.S., but also for providing a basis for good basic role playing that results in active play that promotes imagination. Another role-play area that seems to be increasing from initial line reviews for fall is in doll-related play. It appears that demand for doll accessories has increased for 2015.
Søren Torp Laursen (STL): We are thrilled that The Lego Movie captured the attention of so many people around the world last year, serving as an anthem for creative building that drove families to pull out their existing Lego collections or try one of the Lego sets that we had on shelf. While we do not have ambitions to become an entertainment company, we know that storytelling and content—be it film, TV, YouTube tutorials, or fan-generated animations—is an important way that we create relevance while inspiring new ideas for play time. The movie was a perfect validation of our belief in the power of stories, and we look forward to deeper relationships with our content partners to continue to enhance what we do best in delivering fun and creative building sets that inspire children to become their own storytellers.
Geoffrey Greenberg (GG): We use 3-D printing extensively in our development process. The quick turnarounds enable for faster approvals and the ability to make changes as needed without a long wait. A designer can be much more precise when working with a printed sample, and it helps move the development process along more quickly. [Read more...]
Paul Solomon (PS): The popularity of toy unboxing videos on YouTube has given Moose Toys the opportunity to reach more consumers on platforms other than TV. Moose has seen first-hand how social media allows consumers to engage more directly with our products. For example, Moose garnered more than 11 million views from our animated Shopkins webisodes. [Read more...]
Simha Kumar (SK): Kmart is focused on offering the most-desired toys, affordably and conveniently. We feature top licensed toys and hundreds of Kmart exclusives—whether purchasing in-store, buying online and picking up in-store, or having them shipped directly home. [Read more...]