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.
Alaina Crystal, Paul Bichler and David Tiltman, WARC Webinars, July 2018
Covers WARC's session in Cannes this year: "Lessons from the world's best campaigns", with a recording of the presentations given by Alaina Crystal, strategy director at AMV BBDO London, Paul Bichler, ECD at Saatchi & Saatchi New York and David Tiltman, head of content at WARC.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.
SABRE Awards, Gold Sabre Award For Public Education, EMEA, 2018
Clementoni, an educational toy company, launched Serious Play, a campaign in Italy to help children learn valuable new digital skills while having fun, and to strengthen Clementoni's position as a pioneer in educational toys.
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.