We just wrapped up an exciting few days at Spielwarenmesse, and if there’s one thing that stood out, it’s how much the media landscape is shifting for kids’ brands. Some of the trends were expected, but others really gave us something to think about.
One of the biggest shifts is around linear TV. Most brands are moving away, questioning its effectiveness, while others still see value in its reach and cost-effectiveness. Meanwhile, Connected TV (CTV) is gaining traction in Europe, but with high CPMs and fraud concerns, it’s not a perfect replacement. The big takeaway? The days of relying on a single channel are long gone—brands are getting smarter about diversifying their approach.
Reaching younger kids was another major discussion point. With kids moving on from traditional toys earlier, brands are putting more emphasis on engaging toddlers to build early brand affinity. But getting their attention (and keeping it) is a challenge. It takes the right mix of creativity, context, and platform to make an impact.
One space that keeps growing? Gaming. There was a lot of conversation about how brands are still working to measure its direct impact, but one thing is clear: kids are there. Mobile gaming is where they spend a massive amount of their screen time, and brands that understand how to integrate naturally into that experience are seeing strong engagement. When gaming is used as part of a larger marketing mix, it has the potential to drive awareness, brand recall, and even purchase intent in ways that feel seamless to young audiences.
At the same time, TikTok and influencer marketing continue to be major forces in Europe. Brands are seeing strong conversion rates, but execution isn’t always easy - finding the right influencers, managing partnerships, and tracking success requires a well-thought-out approach.
Retail is still very much in play: in-store marketing works, but brands are still trying to crack the code on how to drive more consumers into physical stores.
A big takeaway across the board? Budgets are tightening, and brands are looking for efficiencies. With so many platforms to consider and limited resources, consolidation is a hot topic. But regional differences in budgets and priorities make it a challenge to streamline everything under one umbrella.
One trend we really loved seeing? More brands are building products from their own content instead of just licensing. Developing IPs in-house and creating full-circle brand experiences is becoming a powerful strategy that we’ll likely see more of in the coming years.
More than anything, Spielwarenmesse reinforced how much the industry is evolving. Reaching kids today isn’t about one channel—it’s about meeting them where they are. And increasingly, that’s in the digital spaces they choose to spend time in.
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