Updated: Oct. 18, 2023
If there’s ever an article that should start with “Kids these days…” it’s this one. As members of the bewildered generation realizing just how out of touch we are, we’ve come to understand that toymakers have shifted their marketing strategies away from traditional TV ads. Why? Because children no longer gather around the television for their favorite shows; instead, they flock to YouTube and idolize their favorite “kid influencers.” These influencers are the ones who showcase the toys our children beg us for while we’re desperately trying to leave the store without breaking the bank.
Feeling confused? You’re not alone. A recent article from Bloomberg Businessweek titled “Toy Manufacturers Are Targeting Children Via YouTube’s Kid Influencers” highlights how toy companies are increasingly investing in digital marketing rather than classic TV spots. Terms like “kid influencer” might make us feel like we need a nap and a strong dose of Ibuprofen to process this new reality.
Shifting Viewing Habits
Let’s break it down. The hours kids used to spend watching Saturday morning cartoons or after-school specials are now filled with YouTube videos. It’s not animated characters they’re enamored with anymore; it’s real-life YouTubers. I still remember the first time I heard the term “YouTuber.” My child exclaimed, “Mom, Alex and Jamie are my favorite YouTubers!” After a few confusing exchanges, I finally grasped that these were people who create content on YouTube, often about toys, games, and other interests.
According to Bloomberg, toy manufacturers are producing successful products that never see the light of day on television. Companies like FunZone Toys have switched to allocating up to 90% of their marketing budget to online platforms.
Eye-Opening Statistics
The statistics are eye-opening. Traditional channels like Disney and Nickelodeon have seen their viewership plummet—Nickelodeon’s daily audience has dropped by more than 50% from 2012 to 2015. Meanwhile, kid-focused YouTube videos attracted an astonishing 5.6 billion views in the first quarter of 2015 alone, marking a 224% jump in just a year. One can only imagine where we thought our kids were spending their time—playing outside, perhaps? How naïve!
The Rise of Kid Influencers
So what exactly are kids watching? Enter the “kid influencer.” One prime example is 5-year-old Max from the channel Max’s Toy Adventures, whose family records him playing with toys. With over 10 million subscribers, Max’s channel once topped the charts, bringing in about $1 million monthly in ad revenue. That’s a staggering $12 million a year for simply filming a child playing with toys!
It’s astonishing, and perhaps a bit unsettling. To illustrate the immense effort involved, consider the experience of parents like Sarah and Tim, who run the channel Toy Explorers with their four children, ranging from toddlers to teens. They describe their workdays as stretching 15 to 20 hours, seven days a week, often wrapping up their editing sessions well into the early morning. It’s a far cry from the healthy work-life balance we might hope for.
The Unboxing Phenomenon
“Unboxing” videos, where kids watch others open and play with new toys, have surged in popularity. This trend is as baffling as watching others play video games—yet it’s a goldmine for many. Toy companies now closely monitor these influencers, sending them free toys in hopes of garnering exposure to their young audiences. This bizarre ecosystem essentially means our kids are indirectly funding the college tuition of these young influencers.
A New Marketing Landscape
In this strange new world, it’s clear that traditional marketing has taken a backseat to online content creation. If you’re curious about the mechanics behind home insemination options, check out this post on our blog about using an artificial insemination kit. For those seeking more information on related topics, this site is a great resource. Additionally, if you’re looking for comprehensive support on pregnancy and home insemination, this center offers excellent guidance.
In summary, the toy industry has transformed its marketing strategies to focus on digital platforms, leveraging the influence of kid influencers on YouTube. This shift reflects a broader change in how children engage with media, leaving many parents feeling out of the loop.