Lego, the Danish toymaker, first entered the Chinese market in the 1980s and has since grown to 140 stores across 35 cities, but with plans to expand its retail estate to 220 stores by the end of this year it recognises it must adapt to local ...
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
The Singapore Tourism Board (STB) and toy company Mattel have partnered up for a joint marketing push featuring Barbie, in what at first sight seems an unlikely combination, but brand partnerships are increasingly being used by marketers across the ...
Account Planning Group - (UK), Entrant, 2019
The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.
The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.
Mattel, the toy manufacturer, is taking a nuanced approach to using digital technology in its products, in recognition of both the desires of parents and children, as well as the needs of its individual brands.
This is the first holiday shopping season for decades not to feature Toys R Us after the 70-year-old company filed for bankruptcy earlier this year, but the question for industry observers is which major retail brand stands to gain most from its ...
Consumer and public safety groups have sent a letter to the Federal Trade Commission, calling on the agency to investigate the pre-school app market, after a new study revealed that 95% of such apps include at least one form of advertising.
María Payá, Raul Gordo, Marc Smaluhn and Joaquim Bretcha, ESOMAR, Congress, 2018
Hasbro, a toy and board game company, conducted research that allowed it to make data-driven decisions to optimise its advertising investment in Spain, adapting the campaigns to the real behaviour of the different targets, and adjusting the use of media for every specific moment of the consumer journey.
The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include: