Marketing strategy tailored to the toy sector

I've been working in the toy sector for over twenty-five years. I've worked with international brands, SMEs and start-ups. My role, through Toy Influenceis to build a toy marketing strategy tailored to your needs. My aim is simple: to boost your visibility and turn your marketing actions into tangible results.

Why a specific toy marketing strategy is essential

Toys are not like other products. They appeal to children, but also to parents and sometimes to adults. What's more, seasonality plays a huge role. Almost 60 % of sales are made between September and December (source Statista). In this context, a toy marketing plan is not enough. You need a specific approach that combines B2B communication, influence and a presence at trade fairs.

Traditional marketing versus influencer marketing in toys

Traditional marketing remains important. It relies on advertising, catalogues and in-store promotion. However, these levers are no longer enough. Today, the influencer marketing is an essential part of a toy brand's strategy. Influential parents and communities of enthusiasts have a direct impact on sales. I can help you build a modern toy communication strategy that combines traditional media with digital influence.

This hybrid approach enables you to reach your customers via several channels. As a result, your marketing actions are more effective and your sales grow faster.

The importance of toy fairs in B2B communications

The toy fairs are must-attend events for every brand. The Nuremberg show, for example, is the world's biggest industry event (Spielwarenmesse). These events provide an opportunity to showcase your products, talk to distributors and find new partners. They are also a unique marketing showcase to reinforce your credibility with buyers.

My role is to support you in this process. I help you prepare your presentations, plan your meetings and optimise your visibility during and after the event. In this way, your participation becomes a powerful lever for your toy marketing plan.

Building an effective toy marketing plan

Each brand has its own objectives, identity and constraints. As a result, I develop tailor-made marketing strategies. My approach breaks down into several stages:

• Analysis of your targets (parents, children, distributors, collectors)
• Review of your current channels and identification of missing levers
• Develop a communication strategy tailored to your positioning
• Integrating influencer marketing into your overall plan
• Preparing and following up trade shows to maximise their impact

What's more, I make sure that every action is measurable. So you know exactly which levers are generating results.

B2B communication: a key to success

In the toy sector, B2B communication is essential. Distributors, buying groups and e-commerce platforms need to perceive your brand as a reliable partner. I've worked with the likes of Amazon, Fnac, King Jouet and PicWicToys. So I know how to adapt a clear and convincing message to the expectations of each audience.

This approach enables me to help my clients secure referrals and develop lasting relationships. A consistent, professional message inspires confidence and opens the door to new business opportunities.

Concrete examples of success

I have worked with many brands with tangible results:

• Development of sales of Smoby/Berchet with +62 % in exports in four years
• Successful implementation of NUK-TIGEX on several European markets
• Growth of +90 % for BERG Toys in France thanks to a targeted marketing strategy
• 12m sales for smarTrike in Europe in 2020

These examples illustrate the effectiveness of support based on a toy marketing plan solid and adapted.

Comprehensive, international support

I speak five languages: French, English, Spanish, Italian and German. This enables me to communicate with distributors and partners throughout Europe. In this way, you eliminate language barriers and gain in efficiency. What's more, I'm familiar with cultural differences and know how to adapt marketing messages to each country.

When you work with me, you benefit from strategic expertise, operational support and a solid network. This combination is Toy Influence's strength.

Conclusion: implementing your toy marketing strategy

Good communication is essential for success in the toy industry. Thanks to a toy marketing strategy By adapting your website, you can boost your visibility, convince your partners and boost your sales. My role is to guide you step by step through this process.

👉 Contact me today on 06 48 94 02 05 or via my contact form. I'll be happy to talk to you in French, English, Spanish, Italian or German.