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Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

News

AUSTIN, TX: Hasbro, the toy manufacturer, believes livestreaming can help its brands achieve new forms of consumer engagement – but only if it is underpinned by sound fundamentals based around quality and relevance.

Article

This event report outlines how Hasbro, the toy manufacturer, has used livestreaming to engage consumers.

News

HANGZHOU: US toymaker Mattel is expanding its partnership with Alibaba, the Chinese e-commerce giant, to develop new toys specifically for the growing market in China.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

News

SAN FRANCISCO: Toy owner Mattel has shaken off the "blonde bimbo" image its Barbie doll had acquired by going back to the product's origins and purpose to appeal to millennial mothers, a top executive told Warc in an exclusive interview .

Case Study

This case study examines how Lego, a Danish toy manufacturer, boosted its Christmas sales by making an emotional connection with Australian families.

Case Study

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

Case Study

This case study describes how toy manufacturer Hasbro turned a viral phenomenon featuring its Star Wars Chewbacca mask into a 360º communication on TV and social networks in Spain.

Case Study

This case study shows how Hasbro, a toy and games manufacturer, increased its board game sales in Russia by creating a TV program that showcased its portfolio of products.

Case Study

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Case Study

This case study describes how toy manufacturer Hasbro, turned a viral phenomenon featuring its Star Wars Chewbacca mask, into a 360º communication on TV and social networks in Spain.

Case Study

This case study describes how Lego, a Danish toymaker, promoted its products in Singapore by challenging the attitudes of local people to the brand.

Case Study

This case study shows how Lego, a toy manufacturer, increased its Lunar New Year (LNY) sales in Singapore using a campaign that featured a social experiment video.

News

ORLANDO, FL: Mattel has enjoyed considerable success in transforming its Barbie brand by adopting an approach which holds that "nothing is sacred" – a philosophy helping to rebuild equity and reverse declining sales.

Article

This event report addresses how Mattel, the toy manufacturer, has consistently kept its Barbie brand relevant over the course of several decades.

Article

This event report describes how a customer-centric approach to marketing has helped Lego, the toy company, raise its sales and reputation dramatically.

News

SINGAPORE: Lego fans produce 20 times more Lego-themed online content than the brand itself, a senior marketer at the toy company has revealed.

Article

This article explores how Lego, the toy company, evolved its brand with social media and content marketing campaigns designed around specific cultural insights.

News

NEW YORK: Mattel, the toy manufacturer, is seeking to be more "purposeful" in building its various brands – a strategy inspired in no small part by the reinvention of the Barbie doll Juliana Chugg, Mattel's EVP/Chief Brand Officer, suggested the ...

Article

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

Case Study

This case study details how Hasbro, the toy manufacturer, made its products stand out at the Hamleys store at the Moscow Central Children's Mall in Russia.

Article

This event report looks at LEGO’s approach to content marketing and how the toy brick has successfully involved consumers in building the brand.