-  5  - 
Questions 6-10 are based on the following passage. 
 
The  year  is  1996,  and  Tickle  Me  Elmo  has  incited  panic  across the  US. A  startlingly  successful 
marketing  campaign  cemented the fuzzy  plush  as the must-have  toy of  the holiday  season. Yet Tyco,  the 
toy’s manufacturer underestimated  demand and produced far too few Elmos. Shoppers  were left trampling 
store associates,  brawling  in  store aisles  for limited  stock  and  paying  as much  as $7,000  (£5,530)  for  a 
single  Elmo  on the resale market. 
Today,  retailers  must  contend  with  a highly  competitive  toy  market,  which  is  complicated  by  social 
platforms  like  TikTok  and  Roblox,  which  function  as direct-to-child  advertising.  With  that  in  mind,  the 
most successful toy brands must also tap into  shoppers’ “social  mood”,  says Joanna Feeley, chief executive 
officer at TrendBible,  a UK-based trend forecasting agency. Feeley explains  successful brands are creating 
their toys with values in  mind  – values like  resilience,  playfulness  and emotional  intelligence. 
Lego,  a Danish  brand founded  in  1932,  is among  the companies  that continually  top the trending-toy 
charts. According  to Adobe Analytics  data,  Lego sets were among  this  year’s top  Cyber  Monday  sellers; 
TikTok  videos  tagged under “LEGO flower bouquet”,  which Feeley cites as one of the brand’s best-selling 
products,  have collectively  garnered more  than  30  million  views. With  company  values  including  “free 
play” and  “being  curious,  experimenting  and  collaborating”,  Lego  taps into  numerous  key social  values. 
That, Feeley argues, is how cult  brands are born. 
That  approach  also  fuels  Hugimals  World,  a weighted  plush  toy  brand  founded  in  2022  by  Marina 
Khidekel.  With  just a year on the market, the brand has already landed  twice on Parent magazine’s  annual 
Best  Toy  lists,  with  additional  acclaim  from  publications  including  Good  Housekeeping  and  Time 
magazine.  Khidekel  says  the  toy’s  early  success is  due  in  part  to  partnering  with  expert  consultants 
including  child  psychologists  and paediatricians  – experts who are tapped into  the ‘social  mood’  of children 
and adults  alike. 
Nailing  shoppers’  social mood  is one thing,  but supply  also has the power to make or break profits  on 
a potential  trending  toy. Robert Overstreet, an assistant professor of supply-chain  management at the Iowa 
State University  Ivy College  of Business,  US, offers one recent example of a would-be  “it”  toy that failed 
on the supply  side. “With  Baby Yoda in 2019,  it’s estimated that Disney lost about $3 million  in  revenue,” 
he says, explaining  that the corporation  delayed  mass production  on the toy to peg it  to the release of the 
heavily  anticipated  Mandalorian  series, instead  of the  holiday  season. And  while  the  limited  supply  that 
was available  boosted  Baby  Yoda’s  perceived  desirability,  Overstreet explains  it  also  led  to  a massive 
unlicensed  merchandise market that took money directly  out of Disney’s pocket. It’s up to a brand to decide 
if boosting  a toy’s social  cachet through  limited  merchandising  is worth the potential  profit  loss.