A Game Changer in the Understanding of Toy Consumers: A tracking system to drive the toy business during the Christmas campaign

Hasbro, a toy and board game company, conducted research which 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.

Introduction

Seasonality, at different stages, affects a good number of categories across all industries. However, very few industries are impacted by it as much as the toy industry in Spain. Half of the annual business in the category takes place in

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