What's New in Nostalgia Marketing? New TrendHunter Report Available for Members
December 19, 2017 | TrendHunter.com’s latest free monthly report for Toy Association members highlights how brands are using nostalgia to drive consumer purchases through marketing techniques that promote heritage, a brand’s milestones, or pop culture phenomena of the past.
“This report is chock full of examples of how companies in different industries are seeing success with new ways of presenting nostalgia to consumers – not only in the products they sell, but in the experiences offered to them,” says Anne McConnell, senior director of market research & data strategy at The Toy Association. “Consumers – particularly kids – love pop culture and the report can help toy companies generate tons of ideas on how to reach them.”
The following trends are highlighted in the report:
- Nostalgia Supplies – School supplies incorporating a 90s nostalgia motif are resonating with younger consumers. The once popular Limited Too temporarily revived its brand to unveil a mobile pop-up in New York City this past summer selling everything from clothing and accessories to notebooks, key chains, backpacks, and cell phone cases.
- Mid-Aughts Play – Millennials prefer to spend their disposable income on experiences and play-related items. Fans of Harry Potter can now experience a Harry Potter escape room called The School of Witchcraft and Wizardry game. The UK-based attraction takes participants through a series of Harry Potter-related quests.
- Whimsical Excursion – Pop-culture franchises are taking center stage with themed family cruises, such as a Beauty and the Beast-themed cruise by Disney River Cruise line, including port calls and experiences inspired by the live-action movie.
- Modernist Grunge Mania – Fashion-minded consumers are looking on social media for inspiration on footwear, accessories, and streetwear popular in the 1990s. Cult footwear lovers delighted earlier this year when Nike unveiled its Air Max 97 “Silver Bullet” shoe for a limited time and Steve Madden re-launched its popular “Slinky” platform wedge sandals.
- Narrative Flagship – As brick-and-mortar retailers work to entice consumers, many established brands are incorporating unique offerings in the form of personalization kiosks and other amenities. For example, London’s new Dr. Martens store boasts an interactive space for live music.
This value-added report is the latest in a series from the research company offering in-depth perspectives and trends in various areas related to the toy industry. Last month’s report centered on the modern parent. Members are encouraged to send topic suggestions for future trend reports to The Toy Association’s Anne McConnell.
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