Toys try to trend on TikTok

Toy companies are moving their marketing money from TV to TikTok, YouTube, and other social platforms.

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Toys try to trend on TikTok


The Future. Toy companies are moving their marketing money from TV to TikTok, YouTube, and other social platforms. After two years of record-breaking sales driven by e-commerce and the pandemic, toy sales have cooled a little in 2022. But the savings on marketing dollars by turning to socials may keep margins high.

Viral play

Axios reports that toy companies are taking to TikTok.

  • That’s because that’s where the kids are now — look no further than the popularity of Ryan’s World.
  • So toy companies have tied their products to apps, video games, and even influencers — like Bonkers Toy’s Addison Rae dolls and its “Twilight Daycare” baby doll having a Roblox coupon code.
  • TikTok can even revive old toys, like how a math tutor who goes by Miss Arlene made a 16-year-old shape-puzzle toy called the Kanoodle go viral using the hashtag #kanoodlechallenge.
    • Now, the company is introducing a new product inspired by the video called the Kanoodle Pyramid.

And, of course, there are even toys to turn kids into influencers. The “Studio Creator” helps them make “professional-looking digital content” like “dance videos, vlogs, baking videos, [and] unboxing” videos.

Building back

While the gaming industry has grown exponentially in recent years, the toy industry has suffered since the bankruptcy of Toys R Us in 2017. But since the pandemic, the industry has made a stunning comeback, with US sales jumping 20% in 2020 and 18% in 2021.

What drove people to the toy shelves? According to Axios’ Jennifer A. Kingson, “pandemic lockdowns and boredom sent parents racing to buy playthings.” Gotta keep the kids entertained somehow.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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