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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, September 2019

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.

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.

How Hasbro measures influencer video

News • 06 December 2018

Hasbro, the toy manufacturer, is taking a nuanced approach to measuring the video content created by partners such as influencers as it seeks to understand its impact on kids and parents.

Will Amazon gain from the loss of Toys R Us?

News • 23 November 2018

This is the first holiday shopping season for decades not to feature Toys R Us after the 70-year-old company filed for bankruptcy earlier this year, but the question for industry observers is which major retail brand stands to gain most from its demi

Hasbro beats back the “noise” of influencer marketing

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Hasbro, the toy manufacturer, has taken a test-and-learn approach to influencer marketing as it seeks to navigate this complex but dynamic space.

Pre-school game apps target children with ads

News • 05 November 2018

Consumer and public safety groups have sent a letter to the Federal Trade Commission, calling on the agency to investigate the pre-school app market, after a new study revealed that 95% of such apps include at least one form of advertising.

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.
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.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
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:
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.