The Critical Essential: Dexterity Testing Toys

The Critical Essential: Dexterity Testing Toys There are some factors in the success and longevity of toy products and brands which are so overwhelmingly fundamental, that it is pure folly to ignore them. One of these factors is matching the functionality of the toy to the dexterity capability of the target age group. This is…

The Difference Between Thinking You Know Something And Actually Knowing It

The Difference Between Thinking You Know Something And Actually Knowing It In any successful Toy company or kids entertainment business, matters relating to products, advertising and brands are discussed and debated with a great degree of vigor, opinion and counter argument. Many times we see groups of people sitting in a meeting room discussing something…

Screen Time, Backlash & Contradictory Trends

Screen Time, Backlash & Contradictory Trends Kids are spending more time on screens…fact! There has been an accompanying growth in parental screen backlash i.e. turn off that TV, tablet, phone, computer etc. and go and do something else instead. So how can we have two opposite trends at the same time? Simple…in scientific terms, sure…

Four Reasons Why Toy Companies Don’t Conduct Consumer Research

Four Reasons Why Toy Companies Don’t Conduct Consumer Research We thought it worth highlighting the common reasons why so many Toy companies don’t conduct consumer research: 1. Too many other inputs/pressures/stakeholders in process to complicate by adding another – this is one of THE most common reasons we find…especially in bigger companies. By the time…

5 Common Issues We Find When Testing Toys With Kids

5 Common Issues We Find When Testing Toys With Kids You can forget about every part of your process until you understand what the target end consumer is looking for, and what they will buy. Everything else is superfluous to this point, because if kids don’t want your products, everything else is merely part of your…

Stepping Out From The Ivory Towers

Stepping Out From The Ivory Towers We’ve successfully managed industry/category leading brands…so we know that sometimes brand teams can find themselves trapped up in their ‘ivory towers’, caught between internal sell-in/debate, retail pressures, broadcast pressures, development issues and marketing development and execution. The challenge with allowing that to happen is that it’s easy to lose touch with…

Never Work With Kids & Animals…?

Why Kids & Animals Are A Formula For Success In The Toy & Entertainment Industries There is a much repeated saying in show business – never work with kids or animals. And frankly, bearing in mind how stressful & intense such productions often are, there seems to be wisdom in that. However, when we look…