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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, 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, 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, October 2020

An overview of the average conversion rates of podcast advertising.

Mattel Inc (Toys and Games)

Article • Euromonitor Advertiser Profiles, August 2020

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.

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, 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.

Hasbro Inc (Leisure and entertainment)

Article • Euromonitor Advertiser Profiles, November 2019

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

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.

How marketing can overcome the talent crunch: LEGO's experience

Article • Anna Hamill, WARC Exclusive, October 2019

Part of WARC’s CMO Growth Council report, this interview with LEGO Group CMO Julia Goldin explains how marketing can overcome the talent crunch.

LEGO Group (Leisure and entertainment)

Article • Euromonitor Advertiser Profiles, September 2019

Provides key details and analysis of LEGO Group.

US toy giants make bold content moves

News • 25 August 2019

Last week saw two major US toy makers, Hasbro and Mattel, make significant moves into expanding their entertainment capabilities and positioning themselves as global IP-content players.

Hasbro Gaming: #TimeToPlay

Case Study • Viviana Sampugnaro, WARC Awards, Entrant, Effective Content Strategy, 2019

Hasbro, the multinational toy manufacturer, drove sales in Italy by launching a digital campaign that targeted under 13s and their parents.

LEGO: Build Australia

Rankings • WARC Media 100, 2019

LEGO, the toy company, connected with Australian people by asking them to create the most iconic parts of Australia out of LEGO.

LEGO: Making the List

Rankings • WARC Creative 100, 2019

LEGO, the toy company, put its name back on Christmas lists in Australia through an e-commerce campaign that reminded gift givers of the power of imagination.

Mattel's nuanced approach to tech innovation

News • 07 February 2019

Mattel, the toy manufacturer, is taking a nuanced approach to using digital technology in its products, in recognition of both the desires of parents and children, as well as the needs of its individual brands.

Why Mattel likes tech-free toys … and lets the consumer guide innovation

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Mattel, the toy manufacturer, is taking a balanced approach to integrating new technology into its products, in reflection of the specific needs of parents and children.

The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about marketing via gaming

Article • WARC Best Practice, September 2020

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.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
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:
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
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.