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Toys

Thinking Out of the (Toy) Box

By T.L. Stanley

Recalls and safety concerns, rising manufacturing costs and lackluster sales. With this kind of pressure, is it any wonder that toy companies are rethinking their business, starting with the very definition of a plaything?
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

TOYS

1. Nintendo

Leo Burnett / Chicago, IL

8.20

122

7.63

6.73

63.8

2. Sony PlayStation

TBWA\Chiat\Day / Playa del Rey, CA

6.0

76.20

7.99

6.36

63.7

3. Mattel

Y&R, Irvine, CA; Ogilvy & Mather, LA / N/A

5.9

288

7.06

6.36

59.7

4. Microsoft Xbox

McCann Erickson / San Francisco, CA

53.2

7.33

6.08

58.8

5. Hasbro

Uproar / New York, NY

3.9

209.6

7.16

6.54

60.3

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Sources: Brandweek research, company reports/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Sony PlayStation: Total estimates sales.

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

Superbrands - The Best Marketing in Toys

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