Save the Date: August 28th Webinar on Toy Industry Marketing Practices

August 4, 2014 | The Toy Industry Association (TIA) will host a webinar on Thursday, August 28, 2014 from 3 to 4 p.m. (Eastern) to present findings from an industry-wide study on toy manufacturers’ advertising, marketing, and social media practices.  

The “2014 Toy Industry Marketing & Promotions Study,” conducted this past spring by research firm Industry Insights, represents TIA’s first-ever analysis of industry marketing and promotions strategies, budgets, marketing mixes, social media practices, trade show participation, and other marketing efforts.

Sneak Peek: Survey Results

Findings show that toy companies are dedicating increasingly more funds to promotional activities.

Advertising and marketing budgets (as a percentage of total revenue) increased from a median of 5.0% in 2012 to a projected 6.4% in 2014, a 28% jump.

The importance of digital media is continuing to rise: 70 percent of respondents indicated that they are increasing use of digital media in their 2014 marketing mix over 2013.

During the webinar, Martin Killgallon, senior VP of marketing and product development at the Ohio Art Company, will moderate a discussion with Michael Becher, senior project director at Industry Insights, to examine top-level quantitative results.

“Webinar participants will gain an understanding of the strategies, dedicated budgets and outsourcing practices of survey respondents, who represent a range of company sizes, toy categories and distribution channels,” said Anne McConnell, TIA director of market research & data strategy and webinar facilitator. “This data will serve as a valuable comparative tool for toy companies, helping their marketing and communications teams evaluate and improve performance and make strategic business decisions.”

The complete Marketing & Promotions Study report will include detailed quantitative and qualitative analyses, segmented by net sales, company size, distribution channel, etc., and addresses issues 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. TIA will alert industry stakeholders when the full report becomes available.      

The webinar is free for members and $49 for non-members; advance registration, required for all participants, is now open. More information about the session is available on the TIA website.

Questions from members and industry stakeholders may be submitted in advance; to the extent possible, answers to these questions will be discussed during the presentation. As with other TIA webinars, the session will be recorded and available post-event for those who are unable to participate live.