Hasbro thinks grown-ups want to play.

 

Hasbro's new CEO played with G.I. Joe and Transformers as a child.  Then he moved on to Dungeons & Dragons and Magic: The Gathering.  He still plays both.

 

Not surprisingly, he thinks there is money to be made targeting adults.

 

According to NPD, people over 12 account for 23% of toy sales in Europe. (2020)   While Mintel tells us that 38% of Americans have bought a child's toy for an adult. (2016)

 

I couldn't find specific data about Lego, but the proliferation of AFOL (Adult Fans of Lego) groups, the LEGO Masters tv show, and the $700+ price tags for branded sets, suggest targeting "stressed out adults" is working for them.

 

Crowdsourcing ideas for new Lego sets has led to the development of the Beatles Yellow Submarine, Central Perk from Friends, and Apollo 11 among others.   It's easy to see the role that nostalgia is playing in these selections.

 

Research has shown that what you like to do in high school you will continue to like doing your entire life.  So it makes sense for companies to observe and capitalize on these behaviors.

 

What childhood habits have you continued into adulthood?  Hobbies, sports, foods, or something else?  What companies have you observed taking advantage of this tendency?  What companies might want to consider following suit?

 

 

(2020, Jan 17)  The Guardian view on Lego for adults: play is a serious business.  theguardian.com.  Retrieved March 7, 2022, from,  https://www.theguardian.com/commentisfree/2020/jan/17/the-guardian-view-on-lego-for-adults-play-is-a-serious-business

Macke, D. (2016, December 2)  Not just child's play: Two in three U.S. toy shoppers agree toys and games are for adults, too.  mintel.com.  Retrieved March 7, 2022 from  https://www.mintel.com/press-centre/leisure/not-just-childs-play-two-in-three-us-toy-shoppers-agree-toys-and-games-are-for-adults-too

Celebrity Cruises new target is everyone.

 

Celebrity Cruises has launched a new campaign with the tagline, "Journey Safe, Journey Wonderful."  The video features Louis Armstrong's "What a Wonderful World."  It mixes visuals of luxury experiences with an allegorical tale of equality and diversity.  And of course it addresses safety as well.

 

The target?  Each and every person around the world.

 

So far the video has aired on the U.S. Open and NFL Primetime Football. More commercial and print placements are planned as part of the multi-million dollar global campaign. And the effort includes a reset of its Instagram page.

 

You can view the commercial here...

https://www.youtube.com/CELEBRITYCRUISES

 

Inclusivity is an interesting benefit to promote.  What types of people do you think will be likely to respond to it?  Do you think the video delivers on that promise?  What other messages does it deliver?  Who do you think would respond to those messages?  Are they the same people?

 

Who takes the most cruises?  Do they watch the U.S. Open and NFL Primetime Football?  Are they on instagram?  What other media might be effective in reaching them?

 

(2021, September 9) Celebrity Cruises Launches Multi-Million-Dollar Inclusivity Campaign.  cruiseindustrynews.com.  Retrieved September 13, 2021, from https://www.cruiseindustrynews.com/cruise-news/25827-celebrity-cruises-launches-multi-million-dollar-inclusivity-campaign.html

Is it a smart strategy for Walmart to support two brands?

Last year Walmart bought jet.com.  Did you know that?

It's now apparent that they have decided to support both brands.  As the company has explained, jet.com is an urban Millennial brand and Walmart has not made any inroads with that target on their own. (Green, 2017)

While Walmart is experimenting with online ordering and customer pick-ups, jet.com is chasing wealthier shoppers and launching a private label brand called Uniquely J.  (Corkery, 2017)

It sounds interesting.  But I am reminded of a Director of Marketing at Uncle Ben's who told me that long term she couldn't afford to support multiple brands so they would all need to live under the corporate umbrella.

So what are the pros and cons of having two different brands?  If Millennials don't like your brand, should you buy one that they do like?  Can you reach out to different targets without appearing inauthentic?   

Would you use jet.com if you knew they were owned by Walmart?  Do you think the different brands appeal to different personality types?  Different business styles?

Green, D. (2017, September 29)  How Walmart turned its $3.3 billion acquisition of Jet.com into its greatest weapon against Amazon. businessinsider.com.  Retrieved October 17, 2017, from

http://www.businessinsider.com/jet-walmart-weapon-vs-amazon-2017-9

Corkery, M. (2017, October 6)  Shopping Without Schlepping.  The New York Times.  p B1.