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Hatchimals:

Hatchimals:

Hatchimals:

How The Toy Craze of the Year Could Be the Strategic RoadMap that Every Innovative Marketer Should Steal

How The Toy Craze of the Year Could Be the Strategic RoadMap that Every Innovative Marketer Should Steal

How The Toy Craze of the Year Could Be the Strategic RoadMap that Every Innovative Marketer Should Steal

Medium
hatch

If you’re a parent (like me), hearing the word “Hatchimals” should send PTSD shivers down your spine. It was only weeks ago that the holiday season sent many of us from store to store and site to site…and even from country to country (virtually at least)…on a mad dash to fulfill the pleading desires of our little ones for this season’s unparalleled viral sensation.

Flashbacks from the 1980’s included my own childhood ambitions for Cabbage Patch Dolls and, in the 1990’s, my niece’s and nephew’s obsessions with Beanie Babies, Furby, Tamagotchi and Tickle Me Elmo toys.

But Hatchimals outpaced Elmo sales by 300%; and the phenomena is distinctly different: born online, not through advertising but through strategically produced and distributed content. As a digital marketer, I was fascinated: how did this little creature seemingly arrive out of nowhere to worm its way into the hearts and minds of kids worldwide…and into the wallets of their parents? I was determined to investigate with the help of my strategy team, and reveal their secret sauce.

If you haven’t heard of Hatchimals, they stunned the toy industry (and traumatized the world of parents) by emerging as the ‘must-have’ toy of the season. And the secret to their success was in a new approach to digital strategy that’s within reach of every marketer.

"If you haven’t heard of Hatchimals, they stunned the toy industry (and traumatized the world of parents) by emerging as the ‘must-have’ toy of the season. And the secret to their success was in a new approach to digital strategy that’s within reach of every marketer."

 

"If you haven’t heard of Hatchimals, they stunned the toy industry (and traumatized the world of parents) by emerging as the ‘must-have’ toy of the season. And the secret to their success was in a new approach to digital strategy that’s within reach of every marketer."

 

54

54

Million
views on the Hatchimals YouTube channel

54

Million 
"unboxing" search results

18

18

Million
"unboxing search results"

18

Million
views on the Hatchimals YouTube channel

Million
views on the Hatchimals YouTube channel

 

s

Million
"unboxing search results"

 

s

115

115

Thousand
user-generated videos

115

Thousand
user-generated videos

19

19

Only 19 of the 115,000 Hatchimals videos on YouTube are published by the Hatchimals brand

19

Only 19 of the 115,000 Hatchimals videos on YouTube are published by the Hatchimals brand

Thousand
user-generated videos

 

s

Only 19 of the 115,000 Hatchimals videos on YouTube are published by the Hatchimals brand

 

s

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