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Moose Toys and AdColony: Spin the wheel of success for Collins Key

Case Study • MMA Smarties, Silver, North America, 2021

Moose Toys, a toy company, used dynamic end card technology to promote its new Collins Key products.

Hasbro Inc (Leisure and entertainment)

Article • Euromonitor Advertiser Profiles, November 2021

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc.

Crayola: Colors of the world

Case Study • AME Awards, Gold, 2021

Crayola, a brand of crayons, reimagined its eight-crayon pack in North America to better reflect the ethnic diversity of the children of today.

LEGO: Everyone is Awesome

Article • WARC Cases, November 2021

Toy production company LEGO showed its support and paid tribute to LGBTQIA+ community by launching the Everyone is Awesome set.

LEGO Dots: Dot Your World

Case Study • Abby Wong, Jill Tan, WARC Awards for Asian Strategy, 2021

LEGO, a children's toy brand, launched a campaign in China to promote LEGO DOTS and show that LEGO was not just for boys.

LEGO Monkie Kid: Light Up China

Case Study • Abby Wong, Jill Tan, WARC Awards for Asian Strategy, 2021

LEGO, a children's toy brand, created a campaign to launch Monkie Kid in China.

Mattel Inc (Toys and Games)

Article • Euromonitor Advertiser Profiles, October 2021

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Crayola: Colors of the world

Case Study • Jay Chiat Awards, Gold, Product/Service Creation Strategy, 2021

Crayola, a crayon brand, released a new product line, Colors of the World, to better reflect the range of skin tones found in the US today.

Crayola: Colors of the world

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Crayola, an art supplies brand, grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

LEGO: Green Instructions

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

Crayola: Colors of the world

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Crayola: Colors of the World crayons

Case Study • SABRE Awards, Gold North America & Global winner, 2021

Crayola, a wax crayon brand, expanded its line of skin tone crayons to be more inclusive of different ethnicities in the US.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points (Curated), November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points (Curated), October 2020

An overview of the average conversion rates of podcast advertising.

Mattel: Celebrating the 60th anniversary of Barbie

Case Study • SABRE Awards, Gold, North America, 2020

Barbie, a toy brand produced by Mattel, celebrated its 60th anniversary in the US by creating one-of-a-kind dolls modelled on various female role models and raising funds for organisations aimed at leveling the playing field for women.

US, Toys & games Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points (Dynamic), May 2020

An overview of advertising as a percentage of sales in the toys & games sector in the United States since 2007.

Trivial Pursuit: Trivial Pursuit Hotel

Case Study • Lysenko Evgeniya, Burtseva Tatyana, Borisova Daria, WARC Awards, Entrant, Effective Innovation, 2020

Trivial Pursuit the board game attracted attention and educated consumers about the mechanic of the game by creating the Trivial Pursuit Hotel in Russia.

LEGO Education SPIKE Prime: The building bricks to confidence in learning

Case Study • SABRE Awards, IN2, North America, Best New Product Launch, 2020

LEGO, the toy company, increased awareness of its education programmes by launching global media events to showcase topics covered and how the programmes work.

Games 24x7/Rummy Circle: It's time to win it all

Case Study • MMA Smarties, Gold, India, 2020

RummyCircle, an online card-based game, increased players of its game in India by delivering personalised content to potential players using geo-targeting methods.

Lego builds its brand in China with experiences

News • 13 January 2020

Lego, the Danish toymaker, first entered the Chinese market in the 1980s and has since grown to 140 stores across 35 cities, but with plans to expand its retail estate to 220 stores by the end of this year it recognises it must adapt to local tastes.

When brand partnerships go wrong ...

News • 07 November 2019

Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.

Why APAC brands are partnering for growth

News • 05 November 2019

The Singapore Tourism Board (STB) and toy company Mattel have partnered up for a joint marketing push featuring Barbie, in what at first sight seems an unlikely combination, but brand partnerships are increasingly being used by marketers across the r

Subbuteo: Bent it like a 2cm figurine

Case Study • APG (UK), Entrant, 2019

The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.

Bring marketing back to its original purpose: LEGO’s Goldin

News • 14 October 2019

The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What we know about marketing via gaming

Article • WARC Best Practice, September 2021

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.