The New Toy Aisles: Why Netflix and YouTube Are Every Brand’s Secret Weapon

The answer lies in the rise of streaming platforms like Netflix and YouTube These platforms have replaced the Saturday morning cartoon as the cornerstone of childrenamp8217s entertainment creating immersive ondemand ecosystems where every episode video or tutorial doubles as a potential driver of toy sales Letamp8217s face it streaming hasnamp8217t just kept kids entertained itamp8217s flipped the whole toy industry on its head By leaning into intellectual property IP and reimagining how their brands connect with kids and parents toy companies have turned streaming platforms into modernday toy aislesSo take a stroll with me down the new toy aisles to explore how platforms like Netflix and YouTube are leading this transformation and what it means for the future of toysNetflix and YouTube The New Toy AislesNetflix and YouTube have fundamentally redefined how children engage with content and brands serving as complementary engines for todayamp8217s toy industry Netflix drives global scale transforming popular IPs into cultural phenomena while YouTube fosters grassroots engagement and serves as a launchpad for emerging propertiesNetflix A Gateway to Global SuccessNetflix has mastered the art of turning kidsamp8217 content into marketing powerhouses According to The Netflix Performance Report Kids Content by leading streaming media analyst Emily Horgan nearly 1 in 4 of the top 25 kids39 series on Netflix are directly tied to iconic toy or video game franchises including Barbie Dreamhouse Adventures Paw Patrol My Little Pony Make Your Mark Sonic Prime LEGO Ninjago Masters of Spinjitzu and Trolls The Beat Goes OnFor exampleBarbie Dreamhouse Adventures This series drove 98 million views in just six months fueling product launches that solidified Barbieamp8217s cultural relevance even after the blockbuster Barbie MovieHot Wheels Ultimate Challenge A Netflix original series reinvigorated this iconic Mattel brand by blending storytelling with interactive challenges boosting toy sales globally and introducing a new generation of fans to the franchiseYouTube The Digital IncubatorYouTube by contrast serves as an essential incubator for toydriven IPs Its lowcost accessibility allows brands to test content refine strategies and build dedicated fan bases before scaling to broader platformsResearch from Precise TV reveals that 95 of parents and children aged 212 coview content on YouTube and parents are 60 more likely to purchase products advertised during these sessionsTogether Netflix and YouTube have become the modernday toy aisles offering brands an unparalleled ability to connect with kids and parents turning screen time into playtime and profitsSo how should you tap into this trend as an advertiser Well put simply think like a content producer and less like an advertiserHarnessing Streaming Platforms Finding Your BarbieIn the streaming era brands have an unprecedented opportunity to quotFind Your Barbiequot a strategy to fully leverage their intellectual property through innovative content and strategic partnerships Platforms like Netflix and YouTube enable brands to reinvent their IP making it more engaging versatile and profitableReimagining IP for Modern Audiences Streaming platforms allow brands to craft content that resonates with todayamp8217s digitally savvy children and their parents Barbie for instance has evolved from a traditional doll into a multifaceted brand with animated series movies and interactive content staying relevant in a rapidly changing media landscapeStrategic Content Development These platforms offer flexibility for diverse content formats from serialized shows to interactive stories and shortform videos This versatility allows brands to explore different storytelling techniques and engage their audience dynamically For example Lego City Adventures showcases the versatility of LEGO sets fostering creativity and driving purchase intentIncreasing Time Spent with Consumers For brands targeting kids engaging content is far more effective than traditional advertising By producing beloved shows brands can increase the time children spend interacting with their IP fostering deeper emotional connections and longterm loyalty Integrating toys and products seamlessly into the content ensures that kids associate positive experiences with the brandDataDriven Insights Streaming platforms provide valuable analytics enabling brands to understand viewer preferences and behaviors This datadriven approach allows companies to tailor their content and merchandising strategies aligning product launches with popular characters or storylinesCollaborative Partnerships Brands can collaborate with platforms to create exclusive content that highlights their IP Cobranded series special episodes or behindthescenes features can expand the brandamp8217s universe For example Paw Patrol could partner with Netflix to release exclusive episodes introducing new characters and toys keeping the franchise fresh and excitingCase Studies Two Legacy Toy Brands Thriving in the Streaming EraBarbie Reinventing an IconFew brands have evolved as successfully as Barbie Mattel has transformed this classic toy into a multimedia powerhouse aligning content strategies with merchandise salesOn Netflix Barbie Dreamhouse Adventures became a hit driving 98 million views in the second half of 2023 alone The success of this series reinforced Barbie39s cultural relevance and directly supported the brandamp8217s product launchesThe Barbie Movie In 2023 the release of the Barbie movie elevated the brand to new heights generating 54 billion in revenue with a significant portion tied to merchandise inspired by the film and associated contentOn YouTube The official Barbie YouTube channel has 125 Million subscribers driving more than 40M views in the last 30 days on digitalfirst programmingThrough its strategic pivot to digitalfirst initiatives Mattel has demonstrated how classic brands can remain relevant and thrive in the streaming eraLEGO Building Success Across PlatformsLEGO exemplifies how a brand can use digital platforms to expand its reach and maintain global relevanceOn YouTube LEGO launched its official YouTube channel in 2005 which as of 2024 boasts 19 million subscribers The channel features animated series building tutorials and behindthescenes content creating a direct connection with fans and driving engagementOn Netflix LEGO has two series in Netflix39s top 50 kids39 showsamp160according to Horgan39s data LEGO Ninjago Dragons Rising Season 1 2023 accumulated 299 million hours viewed and 41 million views LEGO City Adventures Season 1 garnered 55 million hours viewed and 14 million viewsFrom 11 billion in revenue in 2003 to 94 billion globally in 2023 LEGO39s growth underscores how digital integrations and engaging content can drive toy sales while keeping a brand culturally relevantConclusion The Future of PlayNetflix and YouTube have already transformed the toy industry but their impact is just the beginning As technology continues to evolve the integration of storytelling data insights and interactive experiences will unlock even greater potential for brands The next frontier lies in harnessing emerging technologies like Augmented Reality Virtual Reality and artificial intelligence to create deeper more immersive connections between children content and toysStreaming platforms have the power to turn passive viewers into active participants where a show isnamp8217t just watched itamp8217s experienced across platforms products and virtual worlds Imagine a future where children can interact with their favorite characters in real time or where digitalfirst brands test new products directly with engaged fans before they even hit store shelvesFor brands the challenge is no longer about adapting to streaming platforms but about staying ahead of a rapidly changing landscape Success will come to those who not only quotFind Their Barbiequot but also reimagine whatamp8217s possible when entertainment and commerce converge The future of play is global personalized and immersive and itamp8217s being built on the platforms that kids and parents are already watching todayPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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The New Toy Aisles: Why Netflix and YouTube Are Every Brand’s Secret Weapon

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Nick Cicero

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