Ecomdigest Baby Care Newsletter - 09.19.2024

PLUS: Fresh Baby Food Innovations And TikTok Marketing Trends For Toy Brands

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Ecomdigest
September 19, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

Momcozy's Brand Day Campaign at NYFW celebrated modern motherhood with events and new initiatives. Highlights included a pop-up lounge, a podcast launch, and the Momcozy Membership Program, all aimed at empowering mothers. The campaign emphasized support, community, and innovative products for moms.

Image: Toyworld

Mattel has introduced a new range of musical learning toys under its Fisher-Price brand, aimed at getting toddlers engaged with music and education. The collection includes the Link Squad and the Fisher-Price Rockin' Record Player.

The Link Squad toys feature characters that light up, sing, and interact with children, helping them learn about topics like the alphabet, numbers, colors, and opposites. Each toy in the series has its own educational focus, offering a fun way for kids to explore early learning concepts.

The Fisher-Price Rockin' Record Player is designed for children ages 3 and up. It includes five double-sided play records that allow kids to listen to 20 different songs. With a spinning turntable and a play rack for the records, it creates a fun, interactive music experience.

These toys are now available on Amazon and at Target, providing a playful and educational way for kids to learn while having fun.

Kiddylicious, the leading baby finger food brand, has launched an exciting range of baby food pouches. With eight new flavors, these 100g pouches cater to babies 6+ months and offer health benefits like fiber, iron, and calcium. This launch aims to replicate their success in the baby finger food category.

Illustration: Annelise Capossela

While TikTok is well-known for dance challenges and viral videos, it's also becoming a powerful platform for toy and game brands. With over a billion active users, TikTok offers a unique chance for even smaller brands to gain visibility and go viral, thanks to its engagement-driven algorithm.

The platform’s short-form videos are ideal for showcasing toys in action, and its community fosters user-generated content (UGC), helping brands build authenticity. TikTok trends can even influence product development, making it important for brands to stay tuned to what’s popular.

To make the most of TikTok Shop, consider these tips: optimize TikTok ads for your budget, focus on UGC over highly polished content, choose content creators who align with your brand, participate in relevant trends, plan and analyze your strategy, and start early—especially with the holiday season approaching.

The Big Bounce America, the world's largest touring inflatable event, is visiting 12 U.S. cities in 2024. Attractions include The Giant, a 900-foot obstacle course, OctoBlast, a foam party, airSPACE, a space-themed area, and Sport Slam, featuring various sports games.

Dressing your baby for their first Halloween is a delightful milestone. From Baby Shark to Baby Yoda, the article offers 29 adorable costume ideas, blending humor and creativity. Enjoy this special moment before your child starts choosing their own costumes.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

🚀 How to access Paid Social's huge scaling potential. 

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

"These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential." 

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury.

Ecomdigest is a Contentive publication in the DTC Ecommerce division