The Unlikely Impact of Viral Sensations on Holiday Toy Trends

The Rise of YouTube in the Christmas Toys Market

A Shift from Traditional TV Advertising

Let’s face it, the way children consume media has changed dramatically over the years. Gone are the days when a single ad slot on Saturday morning could guarantee massive sales boosts. Today, traditional broadcast TV campaigns struggle to reach more than 30% of their target audience.

In contrast, YouTube is now an integral part of kids’ lives, with over 80% of four- to nine-year-olds accessing it regularly and 70%-plus playing games. According to research firm Childwise, this shift has made video platforms like YouTube the go-to destination for children’s entertainment.

The Convergence of TV and Toys

The rise of streaming services has forced toy makers to think differently about merchandising and marketing their products. Children’s shows now often feature characters that can be turned into toys, with merchandising being a key part of the plan from the outset. Toy companies are also partnering with popular YouTube creators like MrBeast and Skibidi Toilet to sell toys or create branded content.

Take Spin Master, the makers of Paw Patrol, for example. Their latest franchise, Unicorn Academy, was launched as a Netflix movie and series, followed by toy unicorns. This approach has become increasingly common in the industry, with companies recognizing that consumers expect a comprehensive brand experience that includes entertainment, toys, and consumer products.

The Power of YouTube Creators

YouTube creators like Skibidi Toilet have become household names among children. With 45 million subscribers, it’s no wonder their spin-off toys were one of the hottest launches of the year. According to Childwise, only a few brands, including men’s Euro 2024 championship, Roblox, Fortnite, TikTok, and YouTube itself, were more talked about than Skibidi Toilet.

The speed at which online trends emerge means that toy retailers must be nimble in their product offerings. It’s no longer possible to predict what will fly off the shelves or create demand through traditional TV advertising alone. As Paul Reader of the Toy Retailers Association notes, “Children’s attitudes change so much. One minute they’re into Fortnite, then Skibidi Toilet, and then we’re back into Minecraft. It’s hard to keep up.”

The Future of Toys and Entertainment

The convergence of toys, entertainment, and technology is here to stay. As Rachael Simpson-Jones, editor of Toy World magazine, notes, “Kids have almost come to expect a storyline built around characters when they buy a toy.” With YouTube and other streaming services at the forefront of this trend, it’s clear that traditional TV advertising will no longer be enough for toy companies to succeed.

The future of toys and entertainment is all about creating immersive brand experiences that capture children’s imaginations. As we move forward, one thing is certain: the way kids consume media and interact with brands will continue to evolve at an unprecedented pace.