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Marketing Research Articles Related to the Toy Industry

Marketing Research Articles Related to the Toy Industry

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Adaptation and innovation: successful product development in the Information Age

Published
November 2003
Authors
Douglas Malcom and Susan Spaulding
Abstract
The connectivity of the information economy is rapidly changing relationships between buyer and seller, product and service and employers and employees. This article discusses the importance of adaptation and innovation in the Information Age, including two case studies.

Qualitatively Speaking: Involving your core users

Published
December 2007
Author
Laura Morris
Abstract
Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.

Tips on marketing to tweens

Published
February 2008
Author
Ted Mininni
Abstract
Caught in between being true kids and more grown-up teens, tweens are a difficult and fickle group for marketers to reach. However, with the right strategies, including allowing tweens to get involved with personalizing products, marketers can create loyal, enthusiastic brand ambassadors and capitalize on the power of tween-generated word of mouth.

Toy retailers must strike a balance between parents on a mission and the 'nag factor'

Published
December 2010
Author
Quirk's Staff
Abstract
Research shows that toy buyers in 2010 are not to be trifled with, as the majority know what toy they are going to purchase and where - rarely leaving the store with a substitute. Impulse purchases driven by persistent children, however, still have a place.

Toys prove a sweet spot in a sour economy

Published
June 2008
Author
Quirk's Staff

Understanding kid and tween brand affinity

Published
February 2010
Author
Wynne Tyree
Abstract
Rather than being me-focused and anxious to grow up, most kids and tweens are interested in brands meant for them that bring families together, according to research by the author’s firm. This article provides eight key drivers in creating a brand that will win with kids/tweens and their parents.