Marketing toys in a digital age

Peadar Drislane

Advertisers have always tended to focus on the younger end of the age spectrum. And while 16–34-year-olds may get the lion's share of UK marketing budgets, for some brands the aim is to reach even younger consumers.

In the past ten years the sophistication of games and toys has soared: cheaper electronics and robotics, for example, have enabled what were once just rich boys' toys to become the playthings of a generation.

The problem is that, while the toys and games have become more sophisticated, the marketing and media planning and buying for toy and game campaigns have lagged behind.

Marketing for games and toys has been underpinned by the need to convince retailers that a campaign will have 'X number' of TVRs supporting the promotion.