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%. 
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.
An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.
