Toy companies are increasingly working with their direct competitors to refresh, extend, or strengthen their own brands. This would have been almost inconceivable in the past and shows how much the toy industry has changed over the past decade or more as players in this sector face numerous challenges: competition from video games, social media, […]
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In It To Win It
Sales of tabletop games and puzzles in the U.S. grew 14.4% in 2021 versus 2020, according to NPD Group research conducted for the Toy Industry Association. That was on top of a 32.5% increase during the peak lockdown year of 2020. While sales are unlikely to maintain these lofty growth rates in 2022, marketers and […]
Playing Well Together
Mergers and acquisitions involving makers of toys, many of them key licensees, have been occurring at a fast pace in 2018. The first three of the following examples took place in late May, while the last two were announced in March and February, respectively: PlayMonster, marketer of Yeti in My Spaghetti and Wonder Crew, purchased […]