China Toy Fair


How to Create an Effective Positioning Statement to Spark Consumer Interest

Amy Opheim HRby Amy Opheim, owner, C3 Marketing and Copywriting

Whether you’re launching a new brand or product, opening a new store, or creating a new property, you’ve got to know who you are. The inability to share exactly who you are and what makes you special—in one succinct sentence—is one of the biggest reasons that new brands, products, businesses, and licenses fail. Consumers have dozens, sometimes hundreds, of choices. Why should they choose you? What is the real benefit to them? What makes you better than the competition? You’ve got to be clear so that they can see you as the best choice. But how do you cull all of your passion into one single sentence? [Read more...]

MGA Entertainment Adds Three Senior Members

MGAMGA Entertainment Inc. (MGA) has added three new senior members to its leadership team: Bruce Morrison, executive vice president of sales and licensing; Efren Gonzalez, vice president of advertising and public relations; and Ame Cameron, vice president of marketing.

Morrison will focus on strengthening critical business relationships with MGA’s key retailers, licensees, and distribution partners in the U.S. and abroad. He will also serve an important strategic role in the areas of retail marketing, business development, and product planning in the global arena. Morrison most recently held the position of senior vice president retail sales for Disney Consumer Products (DCP) North America.

Gonzalez joins MGA after 11 years with Ogilvy & Mather, where he was most recently a senior partner and executive group director. He will fuel the creation of integrated programs for each MGA brand.

Cameron spent the past two and half years with Walmart Marketing. As vice president of marketing, she will leverage her consumer packaged goods background to infuse strategic business leadership into branding and marketing initiatives across MGA product lines. The MGA family includes such toy brands such as Little Tikes, Lalaloopsy, and more.

Playmates Appoints Distribution Partners for New TMNT Toy Line

Playmates Toys, Inc., has appointed marketing and distribution partners across a number of international markets for toys inspired by Nickelodeon’s all-new CG-animated Teenage Mutant Ninja Turtles. Currently in production, the show is set to premiere next fall, followed by the theatrical release from Paramount Pictures. The all-new Teenage Mutant Ninja Turtles toy line by Playmates is scheduled to launch next fall in the U.S. and Canada, to coincide with the series premiere. The line will be available in most international markets in 2013.

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Online Site Allows Consumers to Preview Products at In-Home Parties

The Toy Book recently learned about HouseParty.com, a free online community that allows consumers to preview new products at in-home parties. After registering on the website at www.HouseParty.com, members have the opportunity to host a House Party for their friends and families that allows attendees to preview new products from a brand that they really like. Multiple parties for a particular brand are held on the same day across the country, and each party host receives a free “party package” containing goodies and other items to enhance the event.

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GUEST BLOG: Share the Love with Mother’s Day Email Marketing

by Wendy Lowe

Many small businesses have a great opportunity to boost Mother’s Day sales via email marketing. If your business is one of the millions that offer beauty products, apparel, flowers, or other things that Mom would enjoy, you’re in luck! Hallmark doesn’t have to be the only company that does great business on Mother’s Day.

Many people have trouble figuring out what to give Mom on her day. This means your audience of prospects and customers would enjoy some creative purchase ideas that are easy to choose from. Your customers may also have forgotten about a gift so emails can be a valuable reminder to them. Here are five tips to help you get going:

1) Consider your products and services and look for a small selection (only one to three items) that you can promote in an email. This keeps the buyer decision process easy. Sometimes more information and choices only create doubt and uncertainty. Also, try to avoid suggesting products that require a specific size or fit, since all of us may not know Mom’s current dress size.

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