Toy advertising
Encyclopedia
Toy advertising is the promotion
of toy
s through a variety of media
. Advertising campaign
s for toys have been criticised for turning children into consumerists
and are regulated
to ensure they meet defined standards. These rules vary from country to country, with all advertisements directed to children banned in some countries.
Toy advertisements may be aimed at two particular groups: children and adults. When advertising to children
, the excitement or fun are paramount. Products are brightly coloured, fast moving, and associated with famous brand-names
such as current film releases or TV characters. Careful packaging improves the attractiveness; for example in using large boxes. Toys which are too expensive for a child to afford directly can still be promoted by recommending pester power; telling children what to say to their parents to persuade them to buy it. The robustness, lifespan, flexibility of the toy is often not a priority.
When advertising toys to adults, the educational
benefits are often promoted. The claims may not always be proven true, although outright lying in advertising is generally illegal. Making parents feel guilty for not giving their children the best resources is common.
The term "pester power" refers to children nagging their parents to buy a product. Children will repeatedly ask them to buy a toy they want, and such insistence often leads to a purchase.
Toy advertising campaigns may be targeted to children and their parents, with different methods for each. Marketing towards adults is intended to make them believe that the product would be beneficial for the child, often stressing the education
al gains that they will make.
Children up to the age of five can find it difficult to distinguish between the main programmes and commercial breaks and can easily be led to "need" something they see on television. This is particularly difficult for them when a toy range is linked to a television series they are watching. Many children do not understand the intentions of marketing and commercials until the age of eight, often believing a toy to be more functional than it really is.
Many toys are directed towards one specific sex and tailor their advertising to meet the needs of that particular sex.
Like other consumer products, toys may also be offered as sets. While each one may be affordable, it would be a significant investment to "collect them all".
The educational
benefits of toys are also tabulated on packaging, for the benefit of parents. Skills which a child will gain, such as hand-eye coordination, exploration and problem solving are made as explicit as possible for parents to notice.
to associate the familiar benefits of another product, with the one being advertised.
Many toy lines are developed to tie in to films and television series. Bernard Loomis
is credited with masterminding the first children's television series created to sell a range of toys. 1969s Hot Wheels
would later be classified by the Federal Communications Commission
as "advertising time", but the idea helped to change the way in which toys were marketed and children's series were developed. Loomis went on to implement the toy merchandising for the Star Wars
films. In 1984 the United States Federal Trade Commission deregulated children's television. As part of this they removed a prohibition against cartoon series linked to toys, with He-Man and the Masters of the Universe
being one of the first to have an associated toy line. That same year Hasbro developed Transformers
, which would be released as an animated television series, comic book, and toy line.
The linking of toys to fast food advertising
campaigns has been widely condemned for increasing childhood obesity
. However the practice is still a very popular marketing technique. Starting in the late 1980s fast food
chains began to realise that the over 30s market was dropping due to an increased awareness of health and thus the avoidance of junk food
. They looked to children as a potential growth market because of their ability to influence their parents in deciding where to eat. The introduction of toys given away with meals has boosted sales dramatically, and the further tie-in to films and television series has further increased the marketing opportunities.
The first televised toy commercial to be shown in the United States was for Hasbro
's Mr. Potato Head
in 1955. Since then television has been one of the most important media for marketing toys.
The Internet
has created a whole new environment for advertisers and new strategies have developed to take advantage of the lack of a regulatory body. Now a significant part of youth culture, marketing campaigns can target children without any parental supervision. Interactive games are a new medium which can be used to advertise toys to children without them realising that it is part of a gimmick.
all advertisements aimed at children under the age of 12 have been banned and they are lobbying the European Union
to do the same. Similarly Québec
introduced the Consumer Protection Act to ban print and broadcast advertising aimed at children under the age of 13.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
of toy
Toy
A toy is any object that can be used for play. Toys are associated commonly with children and pets. Playing with toys is often thought to be an enjoyable means of training the young for life in human society. Different materials are used to make toys enjoyable and cuddly to both young and old...
s through a variety of media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
. Advertising campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
s for toys have been criticised for turning children into consumerists
Consumerism
Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods and services in ever greater amounts. The term is often associated with criticisms of consumption starting with Thorstein Veblen...
and are regulated
Advertising regulation
Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated...
to ensure they meet defined standards. These rules vary from country to country, with all advertisements directed to children banned in some countries.
Campaign intentions
As with all advertising campaigns the intention is to sell a company's product. Adverts for toys frequently promote the sale not just of one individual item but an entire range.Toy advertisements may be aimed at two particular groups: children and adults. When advertising to children
Advertising to children
Advertising to children is the act of marketing or advertising products or services to children, as defined by national legislation and advertising standards. Advertising to children is often the subject of debate, relating to the alleged influence on children’s consumption. Rules on advertising to...
, the excitement or fun are paramount. Products are brightly coloured, fast moving, and associated with famous brand-names
Co-branding
Co-branding refers to several different marketing arrangements:Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy...
such as current film releases or TV characters. Careful packaging improves the attractiveness; for example in using large boxes. Toys which are too expensive for a child to afford directly can still be promoted by recommending pester power; telling children what to say to their parents to persuade them to buy it. The robustness, lifespan, flexibility of the toy is often not a priority.
When advertising toys to adults, the educational
Educational toys
Educational toys, are typically built for and used by children. One could make the argument that an educational toy is actually any toy. Most children are constantly interacting with and learning about the world...
benefits are often promoted. The claims may not always be proven true, although outright lying in advertising is generally illegal. Making parents feel guilty for not giving their children the best resources is common.
The term "pester power" refers to children nagging their parents to buy a product. Children will repeatedly ask them to buy a toy they want, and such insistence often leads to a purchase.
Toy advertising campaigns may be targeted to children and their parents, with different methods for each. Marketing towards adults is intended to make them believe that the product would be beneficial for the child, often stressing the education
Education
Education in its broadest, general sense is the means through which the aims and habits of a group of people lives on from one generation to the next. Generally, it occurs through any experience that has a formative effect on the way one thinks, feels, or acts...
al gains that they will make.
Children up to the age of five can find it difficult to distinguish between the main programmes and commercial breaks and can easily be led to "need" something they see on television. This is particularly difficult for them when a toy range is linked to a television series they are watching. Many children do not understand the intentions of marketing and commercials until the age of eight, often believing a toy to be more functional than it really is.
Many toys are directed towards one specific sex and tailor their advertising to meet the needs of that particular sex.
Like other consumer products, toys may also be offered as sets. While each one may be affordable, it would be a significant investment to "collect them all".
Packaging
Toy advertising continues in shops, and on product packaging. Many toys are now carefully laid out in a very large cardboard box, against a colourful background, with the toy itself strapped into an attractive position using many wire ties. When finally removed from the box (by which time a refund is impossible), it can appear far less comprehensive than it originally did.The educational
Educational toys
Educational toys, are typically built for and used by children. One could make the argument that an educational toy is actually any toy. Most children are constantly interacting with and learning about the world...
benefits of toys are also tabulated on packaging, for the benefit of parents. Skills which a child will gain, such as hand-eye coordination, exploration and problem solving are made as explicit as possible for parents to notice.
Branding
Toys, like many products, use co-brandingCo-branding
Co-branding refers to several different marketing arrangements:Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy...
to associate the familiar benefits of another product, with the one being advertised.
Many toy lines are developed to tie in to films and television series. Bernard Loomis
Bernard Loomis
Bernard Loomis was an American toy developer and marketer who introduced to some of the world's most notable brands including "Chatty Cathy", "Barbie", "Hot Wheels", "Baby Alive", and "Strawberry Shortcake", but perhaps his biggest marketing success was bringing a then-unknown film property called...
is credited with masterminding the first children's television series created to sell a range of toys. 1969s Hot Wheels
Hot Wheels
Hot Wheels is a brand of die cast toy car, introduced by American toymaker Mattel in 1968. It was the primary competitor of Matchbox until 1996, when Mattel acquired rights to the Matchbox brand from Tyco.-Models:...
would later be classified by the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...
as "advertising time", but the idea helped to change the way in which toys were marketed and children's series were developed. Loomis went on to implement the toy merchandising for the Star Wars
Star Wars
Star Wars is an American epic space opera film series created by George Lucas. The first film in the series was originally released on May 25, 1977, under the title Star Wars, by 20th Century Fox, and became a worldwide pop culture phenomenon, followed by two sequels, released at three-year...
films. In 1984 the United States Federal Trade Commission deregulated children's television. As part of this they removed a prohibition against cartoon series linked to toys, with He-Man and the Masters of the Universe
He-Man and the Masters of the Universe
He-Man and the Masters of the Universe is an American animated television series produced by Filmation based on Mattel's successful toy line Masters of the Universe...
being one of the first to have an associated toy line. That same year Hasbro developed Transformers
Transformers
A transformer is a device that transfers electrical energy from one circuit to another by magnetic coupling.Transformer may also refer to:* ASUS Eee Pad Transformer, an Android 3.2 Honeycomb tablet computer manufacturer by Asus...
, which would be released as an animated television series, comic book, and toy line.
The linking of toys to fast food advertising
Fast food advertising
Fast food advertising is the promotion of fast food products and ventures through a variety of media. Fast food advertising campaigns are not as highly regulated as some other products, such as those imposed on alcohol advertising, but there are often public calls for their promotion to be...
campaigns has been widely condemned for increasing childhood obesity
Childhood obesity
Childhood obesity is a condition where excess body fat negatively affects a child's health or wellbeing. As methods to determine body fat directly are difficult, the diagnosis of obesity is often based on BMI. Due to the rising prevalence of obesity in children and its many adverse health effects...
. However the practice is still a very popular marketing technique. Starting in the late 1980s fast food
Fast food
Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a...
chains began to realise that the over 30s market was dropping due to an increased awareness of health and thus the avoidance of junk food
Junk food
Junk food is an informal term applied to some foods that are perceived to have little or no nutritional value ; to products with nutritional value, but which also have ingredients considered unhealthy when regularly eaten; or to those considered unhealthy to consume at all...
. They looked to children as a potential growth market because of their ability to influence their parents in deciding where to eat. The introduction of toys given away with meals has boosted sales dramatically, and the further tie-in to films and television series has further increased the marketing opportunities.
Channels of advertising
Common methods of advertising include:- Television commercial campaigns
- Print media campaigns
- BillboardBillboard (advertising)A billboard is a large outdoor advertising structure , typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers...
campaigns - Product placementProduct placementProduct placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
in filmFilmA film, also called a movie or motion picture, is a series of still or moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects...
s and television programTelevision programA television program , also called television show, is a segment of content which is intended to be broadcast on television. It may be a one-time production or part of a periodically recurring series...
s - Various forms of brandBrandThe American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing, including clothing - Online marketing
The first televised toy commercial to be shown in the United States was for Hasbro
Hasbro
Hasbro is a multinational toy and boardgame company from the United States of America. It is one of the largest toy makers in the world. The corporate headquarters is located in Pawtucket, Rhode Island, United States...
's Mr. Potato Head
Mr. Potato Head
Mr. Potato Head! is an American toy consisting of a plastic model of a potato which can be decorated with a variety of plastic parts that can attach to the main body. These parts usually include ears, eyes, shoes, a hat, a nose, and a mouth. The toy was invented and developed by George Lerner in...
in 1955. Since then television has been one of the most important media for marketing toys.
The Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
has created a whole new environment for advertisers and new strategies have developed to take advantage of the lack of a regulatory body. Now a significant part of youth culture, marketing campaigns can target children without any parental supervision. Interactive games are a new medium which can be used to advertise toys to children without them realising that it is part of a gimmick.
Regulation
In response to the perceived dangers of advertising to children some countries and districts have highly regulated or even banned these marketing avenues. In SwedenSweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
all advertisements aimed at children under the age of 12 have been banned and they are lobbying the European Union
European Union
The European Union is an economic and political union of 27 independent member states which are located primarily in Europe. The EU traces its origins from the European Coal and Steel Community and the European Economic Community , formed by six countries in 1958...
to do the same. Similarly Québec
Quebec
Quebec or is a province in east-central Canada. It is the only Canadian province with a predominantly French-speaking population and the only one whose sole official language is French at the provincial level....
introduced the Consumer Protection Act to ban print and broadcast advertising aimed at children under the age of 13.