Brand of the Week: Hatchimals

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Every few years, there is a toy that comes out before the holidays that makes you wonder, “Why didn’t I think of that?” Cue 2016’s hottest toy in the world: Hatchimals. Some may call it a Furby that hatches out of a fake egg, while others are just hoping that their children don’t ask for one for Christmas. The popular toy has been selling out of stores quickly, causing lines, headaches, and lots of driving around for those that are on a mission to find one.

So how is the hottest toy advertising on digital? The brand, under parent company Spin Master Ltd. (maker of Etch a Sketch and many children’s computer games), has spent just over $250K in the last thirty days on digital. Their largest ad investment has been in the form of video advertising: capturing 83% of their total spend. Display advertising represented 11%, and mobile+tablet followed with 6%. Hatchimals Creatives.png

This week we are looking at the entire digital advertising strategy for the Hatchimals brand over the last thirty days. See top sites, creatives, buying insights, and how their budget is distributed across device-types.