In the vibrant and competitive world of toy advertising, brands frequently fall into a common trap: they aim their marketing efforts at the users of their products children instead of focusing on the actual decision-makers the parents.
This fundamental oversight can lead to a disconnect between the appeal of the product and the actual purchase decision. While it’s undoubtedly essential to create fun and engaging toys for kids, the marketing message should be tailored to resonate with the parents who hold the purchasing power.
Understanding the Decision Maker vs. Decision Influencer
In marketing theory, the decision maker is the individual who ultimately makes the purchase decision, whereas the decision influencer is the person who affects this decision. In the context of toy advertising, parents are typically the decision makers, as they control the household budget and make the final purchase. Children, on the other hand, are the decision influencers, as they express their preferences and desires, which can significantly impact their parents’ choices.
The decision-making process can be further illustrated through a conceptual diagram that outlines the roles involved, including the Ultimate Decision Maker, Economic Buyer, User, Influencer, Recommender, and Saboteur. The Ultimate Decision Maker holds the final authority, often being the parent who evaluates various factors such as cost, safety, and educational value. The Economic Buyer, typically another parent or guardian, provides the budget or funds for the purchase. The User, usually the child, is the one who will interact with the toy, expressing desires and preferences. Influencers, such as siblings or friends, sway the User’s choices, while the Recommender might be a trusted source like a teacher or peer. Lastly, the Saboteur can obstruct the purchase, often due to conflicting interests or concerns, potentially a parent skeptical of the toy’s value or safety.
Both groups are crucial targets for marketers, but they require different strategies:
- Decision Maker (Parents):
- Intentions: Concerned with the value, safety, educational benefits, and overall suitability of the toy.
- Marketing Strategies: Emphasize the toy’s educational aspects, safety features, durability, and the potential for family bonding.
- Decision Influencer (Children):
- Intentions: Driven by fun, excitement, and peer influence.
- Marketing Strategies: Highlight the entertainment value, popular characters, vibrant colors, and the fun experience of the toy.
The Power of Relatability in Advertising
Ads that tap into the everyday experiences of parents have a powerful impact. They create an emotional connection that pure entertainment value for kids cannot achieve. In the Monopoly ad, the expression of frustration on the child’s face, juxtaposed with the tagline “For Learning How to Calm Down,” delivers a message that is both humorous and relatable. It speaks directly to parents who have witnessed their children’s strong reactions to losing or struggling in a game.
Relatable advertising does more than just sell a product; it builds trust and loyalty. When parents see their own lives reflected in an ad, they feel understood and appreciated by the brand. This emotional bond can be more compelling than any flashy feature aimed solely at children.
Blending Educational and Emotional Appeal
Parents are increasingly looking for toys that offer more than just entertainment. They want products that can help their children develop important life skills such as patience, problem-solving, and emotional regulation. The Monopoly ad subtly suggests that playing the game can be a valuable learning experience, teaching children how to handle frustration and disappointment. This educational angle is a significant selling point for parents who are keen on their children’s holistic development.
Moreover, by acknowledging the chaotic and emotional aspects of family life, the ad positions Monopoly not just as a game, but as a tool for family bonding and personal growth. It appeals to parents who value the time spent together as a family and the lessons that can be learned through shared experiences.
Real-World Marketing Strategies
To understand how toy brands effectively target both parents and children, consider LEGO’s and Disney’s marketing approaches. LEGO, for example, emphasizes the educational benefits of their products to parents, promoting skills such as problem-solving, creativity, and STEM (Science, Technology, Engineering, Mathematics) learning. They highlight the quality and safety of their products, addressing parents’ concerns. Simultaneously, for children, LEGO uses colorful, engaging advertisements featuring popular characters from movies and shows like Star Wars and Harry Potter, designed to captivate and inspire kids.
A 2018 study by the Toy Association found that 71% of parents consider educational value important when purchasing toys, while 70% of children are influenced by characters they see on TV and movies . This data underscores the effectiveness of LEGO’s dual-targeted marketing strategy, ensuring they appeal to both the decision makers and the influencers.
Similarly, Disney’s approach with Frozen merchandise exemplifies this dual focus. For parents, Disney promotes the positive messages and strong, independent characters of their Frozen franchise, reassuring them about the product’s appropriateness and the values it promotes. For children, Disney’s vibrant, fun advertisements feature Elsa, Anna, and Olaf, along with catchy songs from the movies, which resonate deeply with young audiences. According to a 2020 NPD Group report, Frozen merchandise was among the top-selling toys, driven by children’s demand influenced by the movie, while 60% of parents cited the positive messages and educational value as key factors in their purchase decision .
Shifting the Narrative in Toy Advertising
The Monopoly ad represents a shift in the narrative of toy advertising. Instead of solely showcasing the joy and excitement that children derive from the product, it brings the parents into the picture, highlighting the broader family experience. This approach not only broadens the appeal of the advertisement but also strengthens the brand’s connection with its core purchasers.
Theoretical Insights and Practical Applications
From a theoretical perspective, marketing to both decision makers and decision influencers involves understanding Maslow’s hierarchy of needs. For children (decision influencers), toys often fulfill psychological needs such as belongingness and esteem through play and social interaction. For parents (decision makers), toys fulfill higher-level needs such as safety (ensuring the toy is safe) and self-actualization (encouraging educational development and family bonding).
Fisher-Price’s marketing strategy provides another concrete example of this dual approach. Fisher-Price emphasizes safety standards, educational benefits, and the developmental appropriateness of their toys to parents, ensuring the products align with their values and concerns. Simultaneously, their ads feature bright colors, engaging characters, and interactive elements designed to captivate children’s attention. Notably, Fisher-Price reported a 15% increase in sales in 2019 when they combined parent-targeted and child-targeted marketing strategies, illustrating the effectiveness of addressing both audiences.
According to a 2021 survey by OnePoll, 65% of parents stated that they are more likely to purchase a toy that has educational benefits, even if it is more expensive. Meanwhile, 75% of children under the age of 10 indicated that the presence of their favorite characters significantly influences their toy preferences. This data highlights the need for a balanced marketing approach that caters to both decision makers and influencers.
In conclusion, ads that ignore their primary customers—the parents—miss out on a critical opportunity to influence the purchasing decision. By crafting messages that resonate with parents’ real-life experiences and concerns, toy brands can create a more compelling and effective advertising strategy. The Monopoly ad exemplifies this approach by humorously and relatably addressing the challenges of family game time, making it a favorite among parents who appreciate a good laugh and a dose of reality.
References
- Toy Association. (2018). “Toy Industry Sales: The NPD Group’s Latest Data on U.S. Toy Sales”. Retrieved from Toy Association
- NPD Group. (2020). “Frozen Merchandise Sales”. Retrieved from NPD Group
- Fisher-Price Annual Report. (2019). “Marketing Strategies and Sales Data”.
- OnePoll Survey. (2021). “Parental Purchasing Preferences for Toys”. Retrieved from OnePoll