In the competitive toy market, a good product is not enough to ensure success. CEO Lucio Winck emphasizes that marketing, combined with a deep understanding of consumer behavior, is essential to stand out in this segment. However, with the need to cater to both parents and children, toy marketing requires a careful, ethical, and creative approach.
How to Communicate with Parents and Children at the Same Time?
The major challenge in toy marketing is reaching two audiences: parents, who are the buyers, and children, who are the end consumers. For CEO Lucio Winck, the key to this balance lies in clear and honest communication. While parents look for safety, price, and educational value, children respond to visual, fun, and interactive stimuli.
In advertisements and campaigns, presenting the toy as promoting learning, social development, or motor skills is an excellent starting point to attract parents. For children, the emphasis should be on entertainment, fun, and the “challenge” factor that the toy can offer. This duality requires careful segmentation in campaigns, but when executed well, it can generate significant engagement.
How to Deal with Competition and Market Saturation?
The toy market has thousands of options available, making it difficult for any brand to stand out. According to CEO Lucio Winck, one way to overcome this competition is to focus on differentiation. The strategy should highlight what makes the toy special. Investing in authenticity and superior quality is a good start, but it is creative marketing that will make the difference.
Utilizing digital channels to reach broader audiences, segmenting campaigns according to age group and consumer profile, is one of the most effective tactics. However, CEO Lucio Winck warns against the risk of over-promoting and saturating channels with repetitive messages. Keeping communication fresh and fun is crucial to maintaining audience attention.
Ethical Responsibility in Toy Advertising
With the increasing awareness of child advertising, toy marketing has faced challenges related to ethics and social responsibility. Advertising toys to children requires extra care, not only to ensure that the advertising is appropriate but also to comply with local regulations regarding child advertising.
According to CEO Lucio Winck, in addition to staying within legal limits, brands need to be transparent and responsible, especially regarding toy safety. Promoting toys that are potentially dangerous or that encourage undesirable behaviors generates negative reactions from the public and harms the brand’s image in the long run.
For Successful Toy Marketing
Marketing in toy sales requires a strategic and careful approach. The key to success lies in deeply understanding the desires and needs of the target audience and communicating effectively, without exaggeration, but with creativity and authenticity. CEO Lucio Winck concludes that in such a competitive market, a good product and well-executed marketing are the greatest allies in ensuring consumer loyalty.
Author: Vania Quimmer
