Fandom as a Marketing Tool: New Trend Hunter Report

June 26, 2020 | TrendHunter.com’s latest free monthly report for Toy Association members explores what’s new in pop culture fandom and how brands are adapting their strategies to better engage and serve fans.

“Whether its K-pop, a new Netflix series, or simply a love for Dunkin’ Donuts, today’s consumers are passionate and loyal to their favorite brands,” said Anne McConnell, senior director of market research & data strategy at The Toy Association. “The latest Trend Hunter report explores how brands are tapping into different cultural phenomena and provides toymakers with the information to explore innovative ways to use pop culture as a marketing strategy for their businesses.”

Featured consumer insights include:

• Cult Content Fandom – Looking past classic memorabilia product categories, popular TV brands are developing clever partnerships that reference characters and storylines in unique ways that resonate with audiences. For example, Postmates’ The Marvelous Mrs. Maisel Meal Pack, a themed meal box based off of the hit Amazon Prime Video show, was made available to fans in select markets and featured treats that were true to the show’s era and Jewish roots.


• Franchise Cosmetics – TV and movie brands are turning to cosmetics as an area of growth for their brands. Examples include e-commerce site Firebox’s Star Wars-themed Face Masks and Sunday Riley x Captain Marvel Good Genes skincare collaboration.


• eSports Collaboration – As eSports become more mainstream, brands are looking to the industry’s roster of gamers and top leagues to collaborate. With players and eSports teams such as Tyler “Ninja” Blevins, Counter Logic Gaming, Renegades, Dignitas, and others developing their own fashion collections, this trend also highlights how social media celebrities are now viewed as authentic brand ambassadors.


• Marketable Sci-Fi – Spearheaded by the success of such shows as Netflix’s Stranger Things, brands are turning to sci-fi for marketing inspiration. A recent IKEA ad campaign recreated iconic interior designs from TV shows (like Stranger Things) using only its own furniture and decor products, while Coney Island transported guests back to the 80s for an immersive fan experience for Stranger Things’ season three premiere.

This report is the latest in a series from Trend Hunter offering in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, toy companies can click on the report’s consumer insights examples, scroll down, and click the images for further information.

Members are encouraged to send topic suggestions for future trend reports to The Toy Association’s Anne McConnell.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.