Tiktok is rapidly becoming a new force in the toy marketing industry after the epidemic
According to the latest market report of "Business Insider", in the next few years, TikTok will be on par with YouTube as the main platform for toy marketing. TikTok is rapidly becoming a force in the toy industry, and more and more companies continue to invest time and effort into TikTok-specific marketing campaigns. Want to get orders from TikTok Since the outbreak of the 2020 epidemic, toy companies such as Zuru Toys and MGA Entertainment have used influencer marketing campaigns and original content combinations to increase TikTok’s engagement and strive to use TikTok to take orders. Zuru Toys' mini-brand line is now at its "strongest point," continuing to grow every week thanks to its TikTok marketing efforts. While the toy company is making videos of more attractive and featured toys, the company said that the promotion on TikTok is not technically an advertisement because the social media platform does not allow "marketing advertising to children." TikTok downloads second only to Apple downloads in 2020 According to the latest data from sensortower.com, in November 2020, TikTok attracted more than $123 million in the global App Store and Google Play, and TikTok’s downloads are second only to Apple’s downloads. Although the TikTok platform has experienced a turbulent year and was urgently suspended by the US Department of Commerce, TikTok is still developing rapidly and has become the main track for technology stocks in the capital market. According to mobile analytics firm App Annie, TikTok could reach 1.2 billion average monthly active users by 2021. All eyes, and the potential for future growth, has made the short-form video-sharing app a popular destination for industries looking to base their marketing campaigns on new toys. Marketing of children's toys is still limited However, the topic of toys being advertised on social media is somewhat complicated by TikTok's policy that ads "marketing specifically to children" are not permitted, and the TikTok social platform has violated the Children's Online Privacy Protection Act in the past (COPPA). In order to comply with age restrictions on personal information collection, TikTok currently does not allow users under the age of 13, and anyone younger can join the app through the "TikTok for younger users" setting. In addition, a New York Times report stated that in the United States, more than one-third of TikTok's daily users are 14 or younger. Tik Tok vs YouTube Toy companies are currently not creating actual ads for their toys on TikTok. Instead, the companies are creating TikTok-friendly content and events, based on the new toys. As explained by Jamie Gutfreund, CMO of toy company MGA Entertainment, the most important thing is to create engaging videos for the growing TikTok audience. Despite the widespread recognition of TikTok's boom, YouTube is still standing firm in the toy marketing industry up the heel. According to a survey of parents and grandparents by data analytics firm NPD Group, advertising accounts for 9 percent of toy sales, social media platforms about 11 percent and word of mouth about 16 percent. The majority of the remaining respondents indicated that there are no external reasons for buying toys. Juli Lennett, vice president and industry consultant for the NPD Group's U.S. toy division, said YouTube remains the most dominant platform influencing toy purchases and interest, especially among children under the age of 8, which is the dominant age group for toy sales. Lennett said MGA Entertainment and its "LOL Surprise" brand have positioned themselves as "innovators" in the use of social media. Like other toy makers, MGA Entertainment is currently prioritizing its YouTube and TikTok sales equally. MGA has a dedicated marketing team dedicated to producing original TikTok content, but the implicit marketing of “LOL Surprise” on TikTok also includes the introduction of influential marketing partners. Gutfreund believes that TikTok toy marketing is still in its infancy, but it is growing rapidly and still needs to be navigated. One of the reasons TikTok and YouTube are memorable is that they give you more flexibility and an effective platform. However, whether the future of toy marketing is entirely up to TikTok remains uncertain, largely because of the rapidly changing media landscape and the potential for a new social media platform. The future potential of toy marketing on TikTok Despite YouTube's prominence in toy marketing, industry insiders believe TikTok will compete with YouTube in the next two to three years. TikTok's platform allows toy companies to launch new types of marketing campaigns that have never been used on a large scale. Toy companies say original content that is fun, dynamic, and authentic will appeal to a younger target audience. Source: Economic and Commercial Section of the Embassy of the Hashemite Kingdom in Jordan
The world's largest toy exhibition will be held in summer for the first time in 2021
China News Service, Berlin, October 10 (Reporter Peng Dawei) The reporter learned from the organizers of the Nuremberg International Toy Fair on the 9th that the world's largest toy industry exhibition will be held in the summer for the first time in 2021. Nuremberg Toy Fair is the world's leading exhibition for toys, hobbies and leisure products, attracting 2,800 manufacturers in Germany and abroad, about 65,000 buyers and toy traders from more than 130 countries every year. According to tradition, the Nuremberg International Toy Fair is held at the Nuremberg Exhibition Center at the beginning of each year. The Toy Fair, which was scheduled to take place from January 27 to 31, 2021, has been canceled due to the ongoing global pandemic of COVID-19. As organizer of the Nuremberg International Toy Fair, Spielwarenmesse eG has, for the first time in its history, postponed the most important international fair for the toy industry until the summer. Its main considerations are rising infections and further travel restrictions. "We regret the decision to postpone the 2021 Nuremberg International Toy Fair." Ernst Kick, chairman of the supervisory board of Spielwarenmesse eG, the organizer of the Nuremberg International Toy Fair, said that so far, they have made a Lots of prep work. "We have developed a hygiene programme in accordance with the regulations of the Bavarian state government, together with the Nuremberg Exhibition Centre and the competent health authority, which has been well received by all concerned. I would like to thank everyone who has walked this road with us so far, I believe that the optimization measures will only benefit future exhibitions.” According to reports, the organizers of the Nuremberg International Toy Fair are currently discussing with the Nuremberg Exhibition Center about the new exhibition date of the 2021 Nuremberg International Toy Fair. During this period, digital platforms will continue to expand as a service and ancillary to the physical exhibition experience. (Finish) Source: Flash News Source: Flash News
The development status of China's toy manufacturing industry in 2020 China is the largest producer of toys
Due the low cost of labor and raw materials in China, China has become the world's largest toy producer and exporter. According to customs data, in 2019, China’s toy export value reached 31.14 billion US dollars, with a year-on-year growth rate of 24.16% The production area has obvious characteristics At present, China's toy manufacturing industry has formed obvious regional characteristics, mainly concentrated in Guangdong Province, Jiangsu Province, Shandong Province, Zhejiang Province, Fujian Province and Shanghai. The toy manufacturers in Guangdong and Fujian are mainly electric and plastic toys; those in Jiangsu and Shanghai are mainly plush toys; and those in Zhejiang are mainly wooden toys. China is the big consumer of toys In addition to being a major toy producer, China is also a major toy consumer, ranking second among the world's largest toy consumers. According to Euromonitor data, China’s toy consumption accounted for 13.8% of the world's total in 2018. Source: Qianzhan web /Source: Qianzhan web The growth rate of China's toy market exceeds that of the world In recent years, China’'s toy industry has developed rapidly, and the market size has grown steadily. According to ECdataway data, the growth rate of China's toy industry market size exceeded that of the global toy industry market size in 2017, with the highest growth rate reaching 9% in 2018. Average household toy consumption in China is low However, in terms of average household toy consumption expenditure, the average toy consumption expenditure of Chinese households is far lower than that of the United States, the United Kingdom, Japan and other countries. The average toy consumption expenditure of American households reaches 2,153 yuan, and the average toy consumption expenditure of Chinese households is only 268.5 yuan.
"Coronavirus" plush Toys Are on Fire in Spain...
Friends who follow Recur's news should have the impression that on Children's Day this year, we participated in public welfare activities organized by Shenzhen Charity Association and Shenzhen Toy Industry Association, sending sick children their favorite toys. So this is not the first time, nor will it be the last time, to pay attention to charity and public welfare and undertake corporate social responsibility, Recur is always on the way. The store's "viral toys" come in a wide variety of styles, colors and sizes, and Jimeno hopes that, over time, the tiny vectors that have kept the world behind bars will not be forgotten, and that people will be able to use a kind of A lighthearted and humorous approach to current dilemmas. "Until this health crisis shows its most hideous face, we don't know where everything will go, we can only play a joke and put 'coronavirus' on the shelves." Jimeno said. Over time, the toys also took on a deeper meaning, as the owner decided to donate a portion of the proceeds from the sale of the toys to the NGO Save the Children, which helps children severely affected by the health crisis. "It's one of the best-selling plush toys this Christmas," Jimeno said. The "coronavirus" plush toys sold in the store come in three sizes, the largest of which is bigger than a football and the most popular, and the smallest that can be carried around as a keychain. Jimeno said many people would buy these toys to give to their newborns, in her view because "this is a historic moment" for many families because not everyone can come down to the world in this situation. "We hope these products can be sold so that a little more money can be donated," Jimeno said. The report said Jimeno's toy store was doing well this Christmas, although she also feared bad things due to the epidemic and the previous move to a new location. "It's probably because people can't spend money on other types of leisure activities, so they spend more on gifts for friends and family or for themselves," she said. In addition to the best-selling "coronavirus" plush toys, viral card games, mask dolls, etc. are also very popular. (Compiled by Han Chao) On November 9 last year, a man took a nap beside Diagonal Avenue in Barcelona, Spain. (Xinhua News Agency)
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