Toy brands are undergoing a significant shift as traditional TV takes a backseat to streaming platforms like YouTube, Netflix, and Disney+. Shows like “Bluey” and “Cocomelon” have captivated young audiences, driving toy manufacturers like MGA and Hasbro to rethink their advertising strategies. By partnering with platforms where children and parents are co-viewing, these brands can connect with their audience more effectively. YouTube’s dominance among kids has led to more diverse ad spend, with brands exploring platforms like TikTok and Roblox to stay relevant.
As streaming continues to gain ground, the opportunities for toy brands to engage with both kids and their parents have expanded. The rise of co-viewing on platforms like Netflix and Disney+ allows for dual targeting, where ads reach both the children who desire the toys and the parents who purchase them. Brands like MGA have capitalized on this trend by creating content that directly ties into their product lines, building franchises with multiple touchpoints.
YouTube, however, remains the king of kids’ content, with a vast array of original series catering to young viewers. Toy brands are responding by placing a significant portion of their advertising budgets on this platform. The move to online channels also taps into a nostalgic vein, appealing to parents who grew up with these brands, driving sales through a mix of nostalgia and innovative content strategies.
As brands continue to explore new digital frontiers, they must balance reaching young audiences with the preferences of parents who increasingly seek ad-free experiences. While platforms like YouTube Premium offer ad-free content, the challenge for toy brands lies in staying relevant without overwhelming their target audience with too much advertising.
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