How Your Company Stacks Up to Industry Peers: 2014 Toy Industry Marketing and Promotions Study

April 25, 2014 | The Toy Industry Association (TIA) invites its member toy companies to participate in the Association’s first-ever analysis of the industry’s advertising, marketing, and social media practices. The study will examine the promotional tools and techniques used by companies of all sizes, in all categories and across distribution channels.

The 2014 Toy Industry Marketing and Promotions Study will take a deep dive into questions such as the ratio of dollars spent on direct to consumer vs. retailer/trade promotions; which functions are performed in-house vs. outsourced; trends and expectations for digital and traditional media; the effectiveness of social media in a company’s marketing mix; and more.

“Those who participate in this study will gain an understanding of how their company practices, budgets and returns on investment compare to other companies of similar size and category,” said Anne McConnell, TIA director of market research & data strategy. “These valuable insights will help guide our members’ marketing and communications teams as they make important decisions about their promotional strategies.”

Industry Insights, Inc. – the same firm that conducted TIA’s Financial and Operating Benchmark Study and Compensation and Benefits Survey – will conduct the study, which consists of both an online survey and an optional series of private telephone interviews with companies that elect to participate. The survey will close on May 30, 2014.

All responses will be returned directly to Industry Insights where they will be kept in strict confidence; no individual company responses will be shared with TIA or any other person or organization. TIA will receive total industry and aggregated data only. 

There is no fee to participate. Every TIA member toy company that completes the survey will receive a free, customized profile showing individualized company information alongside industry comparative totals.  Data will be aggregated by key segments to facilitate analysis and serve as a useful managerial tool for planning purposes.

TIA members who do not participate in the study may purchase the results for $295. Non-member companies will be able to purchase the results for $495.

Questions regarding the survey should be directed to Michael Becher, senior project director at Industry Insights (614.389.2100 Ext. 114); for further information, please contact Anne McConnell, TIA’s director of market research & data strategy (646.520.4870).