Toy firms spend big for Christmas

Retail and supplier seasonal marketing spends are up year-on-year.
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Two thirds of toy firms surveyed by ToyNews say they’re spending more on marketing their products for Christmas.

Some 66 per cent of firms have a higher autumn/winter marketing budget this year compared to 2011. 

34 per cent are spending roughly the same as they did last year, but not a single company said their marketing budget had fallen year-on-year.

And the average autumn/winter marketing spend is £1 million. This information is based on some 20 leading UK toy companies and retailers. Some of the firms spending more this year include Mattel, Esdevium Games, Golden Bear, InspirationWorks, Carte Blanche and Debenhams.

Carte Blanche’s director of marketing Ruth Leonard said: “2012 has seen our marketing spend up-weighted in Q4 to support Christmas toy sales specifically, investing over £1 million in TV advertising, sponsorship, retailer events, dedicated websites, social media and PR campaigns.”

Debenhams was also keen to place emphasis on its multi-million pound Christmas TV ad – its first since 2006. 

Media planning and buying company Generation Media says that while awareness for Christmas toys can begin from July, with a reminder burst in September, late Christmas marketing has its advantages.

“With the toys and games advertising market experiencing a slowdown in the back end of 2012, many advertisers are underestimating the power of a last minute push in the final countdown to December 25th,” Generation Media’s associate director Lisa Shove told ToyNews. 

“The cost efficient nature of being on air at this time, coupled with the peak in sales value, would suggest a significant opportunity to gain return on your precious advertising budget across December and early January.”

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