- 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.