Objective:
Toy brands often feel the pressure of marketing during the holidays when the shopping season is already underway. But the strongest holiday campaigns are planned in the summer.
During this 45-minute webinar, Jill Selick, founder and CEO of Juet Marketing, will introduce the concept of “Straction,” Juet’s strategy-to-action methodology. Selick will explain how to build more effective holiday campaigns by connecting brand strategy, audience insight, messaging, creative, retail support, content planning, and execution.
With practical examples and an actionable planning framework, this session will help toy marketers turn summer planning into stronger holiday momentum, clearer execution, and more measurable results.
Who Should Attend:
This session is designed for brand managers, marketing directors, marketing managers, and anyone responsible for planning, activating, or measuring holiday campaigns in the toy and family space.
It is especially relevant for toy and family lifestyle brands looking to improve holiday readiness, strengthen campaign impact, support sell-through, and create more cohesive marketing across retail, digital, social, influencer, and owned channels.
What You Will Learn:
Attendees will learn how to move beyond last-minute tactics and build a cohesive holiday campaign ecosystem that speaks to kids, parents, grandparents, gift-givers, and retail partners. You will learn how to apply a practical “Straction” framework to holiday marketing planning, with a focus on turning strategic thinking into disciplined execution.
The session will cover how brands can:
- Clarify their core message for parents, kids, gift-givers, retailers, and other key audiences
- Build a campaign ecosystem that connects awareness, consideration, conversion, and retail support
- Translate marketing strategy into an actionable marketing plan that teams can actually execute
- Measure what matters and optimize campaigns while the season is still in motion
Themes & Discussion Topics will Include:
- Why holiday success starts in the summer
This session will explore why summer is the critical planning window for defining strategy, building assets, aligning teams, and preparing campaigns that can perform across channels.
- How to move from a “big idea” to an execution-ready campaign
A creative idea is only as strong as the strategy and action plan behind it. Attendees will learn how to connect their campaign concept to audience needs, business goals, retail priorities, messaging, timing, and measurable outcomes.
- How to avoid common holiday marketing gaps
The session will address why campaigns often underperform: unclear positioning, late planning, disconnected channels, weak messaging, lack of audience segmentation, poor internal alignment, and metrics that do not meet business objectives.
- How to build momentum before, during, and after the holiday season
Attendees will learn how to think beyond a single sales spike and use the holiday season to build brand memory, strengthen retailer relationships, capture new audiences, and create insights that can inform the next planning cycle.
Moderator:
Anne McConnell, senior director, market research & educational initiatives, The Toy Association
Presenter:
Jill Selick, founder and CEO, Juet Marketing
After 25 years in brand management and communications, Selick has acquired extensive and broad-based experience in consumer marketing. She has worked in both the U.S. and Canada on some of the world’s top consumer product brands, such as Tylenol, Band-Aid, and Neutrogena.
In 2021, she founded Juet Marketing, an agency that specializes in building strategy-driven, goal-oriented marketing plans for toy brands. Juet helps brands play bigger with smarter strategies, standout creative, and seamless execution. Selick is ROI-obsessed and has a reputation for developing winning strategies that deliver against client objectives. Over the years, she has set the strategic framework for dozens of different toy brands. Notable clients include WowWee, PlayMonster, Arcade1Up, and Readyland Books.