"You can't just make a toy and put it in the marketplace"

Mattel's UK boss says companies 'have to embrace digital' as toy marketing has evolved.
Publish date:

Without the right marketing a new toy will not survive in today's marketplace, says Mattel.

In an interview with ToyNews, the toy giant's SVP & UK general manager Geoff Walker said that telling a product's story and ensuring it has digital marketing is key.

"Across all of our toy brands, it’s not just about the toy, but the content and the storyline that drives those toys," he said.

"These days you have to [embrace digital]. Whether it’s digital through apps and pads, or online, you have to. 

"Marketing to kids nowadays is so much more than just a 30-second TV spot. You’ve got to hit all these touchpoints. Barbie.com and [online show] Life in the Dreamhouse is a phenomenal way to break through. 

Walker added: "And you take it over to Hot Wheels. Last year we set the world record for the largest jump by a truck. It was what the brand is about – a thrilling vehicle experience – but it also created digital content for the brand that consumers can experience in a different way. 

"You can’t just make a toy and put it in the marketplace. You’ve got to tell a story now."

Read the full interview with Mattel UK's Geoff Walker.

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