Published on: July 17, 2017
By: Market Track Insights

We know it’s only July, but Santa’s elves are busy at work creating toys for the upcoming Holiday Shopping Season (HSS). Last year, the toy every child dreamed of finding under the tree was Hatchimals, a Spin Master product in which an egg eventually hatches into an interactive bird-like character. However, just like in the past, with Beanie Babies and Furbies alike, the items sold out instantly to parents standing in line for 4am shipments of the popular product. This year, Spin Master is working hard to make the product more available to everyone for the HSS.

Tara Tucker, VP of global marketing and communications at Spin Master, speaks about their plan for the toy this year. “We don’t foresee any issues in terms of supply,” says Tucker, “We’re working with retailers to meet forecasts.” The company plans on targeting parents early on social media this year – to point out that the newest version of the product will be released on October 6th, which gives them plenty of time to avoid those long lines and “out of stock” signs.

In a review of 2016’s most popular toy, we looked at how Spin Master and retailers advertised Hatchimals throughout the HSS last year. We see in the examples below, that Spin Master started advertising for the product on September 20th, 2016, letting viewers know Hatchimals released in-stores on October 7th. They continued in nearly all media outlets up until the holiday. Retailers such as Walmart, Target, and Toys “R” Us also engaged in advertising for the specific toy. Walmart began at the beginning of November with an online display ad for the specific “Burtle” Hatchimals toy and listed a price of $48.88. Target engaged viewers on Twitter, and Toys “R” Us participated in a “12 Days of Hatchimals Giveaway” in an opt-in email campaign. Will we see earlier social media advertising this year for the popular product?

Hatchimals 2016 Advertising.jpg

Source: Market Track Advertising Data

According to an article on Ad Age, Spin Master is releasing a new toy for the HSS this year as well. A $100 lifelike baby doll that reacts to tickles and feeding time, called Luvabella. Both Spin Master toys, however, will have tough competition this year, as the 1996 Tickle Me Elmo by Playskool will be bringing back a new version this fall for only $30. Which toy will your child have at the top of their list this season?