Toy Social Forum 2018 Recap

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In January, Soapbox Influencer Marketing hosted the Toy Social Forum for the Walmart toy category. With 100 in attendance, over 30 toy suppliers got the opportunity to learn first-hand about influencer marketing and how it relates to their overall marketing strategy from Soapbox staff, influencer panelists and Walmart toy buyers.

If you weren’t able to join us at the Toy Social Forum, we’d love to catch up with you and

answer any questions that you may have about social media, influencer marketing and 


best approach to activating a digital strategy

for new item launches in the toy category.


  • Our panel of nine parents (influencers and everyday shoppers) underscored the changing landscape for marketing toys.

  • Across the board, we heard that Netflix and YouTube are the new normal replacing live TV for most participants.

  • The Walmart toy buying team underscored their desire to see suppliers bring new, creative ideas to the table around social.

    • TV drivers alone (or a quick slide in a deck mentioning “social support” for an item) are not sufficient.

    • Influencers and everyday shoppers alike turn to trusted, word-of-mouth information on what to buy.

    • The decision maker and purchase driver on most toy purchase decisions is either the parents directly or grandparents.

    • A quick recent (11.22.2017) poll of 368 respondents to understand how they find out about the latest “must have” holiday toy revealed:

      • 79% via social media, blogs and/or online ads

      • 17% via TV (my kids/the kids I’m buying for see the item on TV and tell me about it)

      • 3% via magazines or newspaper ads

      • 1% via TV directly (I see the item on TV and then buy it)

Next Steps

Ready to put a social strategy in place for 2018?

We’re here to help! Here are a few recommendations:

  • Set time to connect.Erin Jerniganwill follow up with you directly, and we can share capabilities and answer questions.

  • Meet up with us atToy Fairon February 17 - 20in New York.

  • Consider a test & learn or full throttle program to support Easter or spring new item launches.

  • Unsure of the right path? We can run a quick turn social listening or insights assessment to get direction on your item(s).

  • Need a proposaltoday?Fill out this RFPwith basic information on your needs and we’ll get something to you ASAP!



 for your time and engagement


. While we’d love to support you directly and our passion for this social space speaks for itself, we encourage you to

simply do something social

this year.

Cheers to your storytelling success!