Since 1994, Spin Master has been entertaining families around the world. From the company’s first item — a nylon stocking-covered head of sawdust with growable grass seeds known as the Earth Buddy — to a diverse portfolio with mega-popular franchises like PAW Patrol, Hatchimals, and Bakugan, the company has sought to inspire fans with innovative toys, compelling entertainment content, and open-ended digital games.
Spin Master has continued to adapt to the changes in the entertainment landscape through digital engagement. The company now boasts several product lines, which are enjoyed by families in over 100 countries around the world.
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Competing with consumer electronics brands in an increasingly digital world
Families are more often turning to electronic offerings like computers, tablets, smartphones, and video game consoles for play. Additionally, the evolving media landscape has made reaching parents more difficult; where linear TV was once the tried-and-true method for driving toy sales, that’s no longer the case.
In order to reach consumers where they now spend most of their digital time, Spin Master and media agency PHD teamed up with the mobile strategists at Tapjoy to create a digital-first campaign for its line of toys from the Bakugan franchise. The goal was to create media moments that bring innovation and play to life in unexpected ways using Tapjoy’s engaging ad formats and creative solutions.
“Families are spending more and more time online and increasingly using digital tools to engage with the brands they love. Marketers must adapt to this changing behavior. We think in-app advertising presents exciting opportunities for brand engagement.”
- Laura Henderson, EVP Marketing at Spin Master