Toy Marketing

Enjoy New Media  ·  Toy Video Production  ·  Atlanta, GA The numbers came out of Circana's 2025 year-end report, and they were hard to ignore. After two consecutive years of decline, the U.S. toy industry grew 6% in 2025. Units sold climbed 3%. Average selling price rose 4%. All of that sounds healthy until you look at who actually drove the recovery — and the answer isn't the seven-year-old with a Christmas list. Adults did. Consumers aged 12 and older are now the fastest-gr

I hear some version of this on almost every new client call. We walk them through the work — the Pokémon Monopoly spot, the Stranger Things Social Ad, the Furby Reese's social video. The production quality is obvious. The creative is tight. And then they say it: "And these performed well on social? Because usually, polished videos don't work for us on social media." Every time I hear that, I have the same thought: it's not the polish that's failing you. It's the strategy.

If you make consumer products, you live in two separate worlds: the world of convincing buyers to stock your product, and the world of convincing consumers to buy it. These are completely different selling jobs — and they require different videos. We call them sell-in and sell-through, and it's a distinction that most video production companies don't even know to make. Understanding the difference could be what separates a successful product launch from a warehouse full of r

Many brands understand this influence, so they pay for placements in popular channels. And that’s a valid strategy. But here’s the problem: They’re renting attention instead of building it. Sponsoring a video gives you a moment. Owning a channel gives you momentum.