{"id":888,"date":"2019-07-01T08:50:00","date_gmt":"2019-07-01T08:50:00","guid":{"rendered":""},"modified":"2025-10-31T12:51:46","modified_gmt":"2025-10-31T12:51:46","slug":"la-invasion-del-juguete-convenience","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ar\/la-invasion-del-juguete-convenience\/","title":{"rendered":"\u063a\u0632\u0648 \u0644\u0639\u0628\u0629 \u0627\u0644\u0631\u0627\u062d\u0629"},"content":{"rendered":"[et_pb_section admin_label=\u00bbsection\u00bb]\n\t\t\t[et_pb_row admin_label=\u00bbrow\u00bb]\n\t\t\t\t[et_pb_column type=\u00bb4_4″][et_pb_text admin_label=\u00bbText\u00bb]
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  2. \u0633\u0639\u0631 \u0641\u064a \u0645\u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u062c\u0645\u064a\u0639 \u0625\u0630\u0627 \u0642\u0627\u0631\u0646\u0627\u0647 \u0628\u0623\u0644\u0639\u0627\u0628 \u062a\u062a\u0631\u0627\u0648\u062d \u0642\u064a\u0645\u062a\u0647\u0627 \u0628\u064a\u0646 30-50 \u064a\u0648\u0631\u0648.<\/li>
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    \u062c\u0648\u0631\u062f\u064a \u0643\u0631\u064a\u0633\u0628\u0648<\/div>
    [\/et_pb_text][\/et_pb_column]\n\t\t\t[\/et_pb_row]\n\t\t[\/et_pb_section]\n\n<\/span>","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":2895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"
    Cuando un mercado concentra el 70% de sus ventas de octubre a diciembre en plena campa\u00f1a pre-navide\u00f1a, as\u00ed ha pasado hist\u00f3ricamente con los juguetes en Espa\u00f1a, no es una buena se\u00f1al para esta industria en tiempos donde la compra impulsiva y continuada brilla con luz propia gracias a la omnicanalidad.<\/o:p><\/div>

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    Alguna cosa est\u00e1 cambiando en este mercado, cuando, tal que especie invasora, surge un nuevo concepto en crecimiento como el juguete \u201cconvenience\u201d. Aquello que hasta hace poco tiempo estaba destinado a un p\u00fablico pre-adolescente, femenino principalmente y basado en un concepto de moda temporal se ha trasladado a un mercado m\u00e1s infantil donde el fen\u00f3meno de la rotaci\u00f3n es b\u00e1sico.<\/o:p><\/div>

    <\/div>
    Un nuevo paradigma de lineal en quioscos y tiendas de conveniencia que va ganando cada d\u00eda m\u00e1s terreno y espacio, lo que antes era residual se convierte en fuente de negocio inagotable y agotadora para padres y madres que no saben c\u00f3mo contener el ansia infantil por tener lo \u00faltimo del mu\u00f1equito, mascota, perrito, unicornio, dinosaurio, animal salvaje, robot modificable, princesa en bolsita y al m\u00f3dico precio de 3-5 euros la unidad y adem\u00e1s sorpresa.<\/o:p><\/div>

    <\/div>
    La estrategia es de manual b\u00e1sico de marketing:<\/o:p><\/div>

    <\/div>
    <\/div>
    1. Rotaci\u00f3n constante de novedades para despertar la curiosidad infantil.<\/li>
    2. Precio asequible si lo comparamos con juguetes de 30-50 euros.<\/li>
    3. Fen\u00f3meno coleccionable para incentivar el \u201ces que me falta este, porfi\u201d.<\/li>
    4. Dise\u00f1o \u201ccuqui\u201d para atraer con colorido mareante al maleable cerebro infantil.<\/li>
    5. En c\u00f3moda bolsita s\u00edrvase Ud. mismo ni\u00f1o\/ni\u00f1a para que mam\u00e1 y pap\u00e1 no puedan reprimir el impulso de la verg\u00fcenza del \u201choy no toca\u201d.<\/li>
    6. Una estrategia de precio basada en el \u201csi total son 3 euros\u201d y el ni\u00f1o\/ni\u00f1a lo tienes contento por\u20263 horas (si llega el caso).<\/li>
    7. La compra impulsiva como motor.<\/li>
    8. Personalizaci\u00f3n del juguete con nombre del mismo, fecha de nacimiento, amigo\/a preferido, color que m\u00e1s le gusta, etc., para generar un grado de empat\u00eda entre el ni\u00f1o\/ni\u00f1a y el juguetito en cuesti\u00f3n. No es un juguete, es un amigo<\/li><\/ol><\/o:p>

      Con todo esto la industria del juguete ampl\u00eda el momento de compra, ampl\u00eda el target de consumo a un p\u00fablico m\u00e1s infantil y ampl\u00eda el lineal no tradicional con un factor de proximidad importante a trav\u00e9s de tiendas de conveniencia, tiendas de barrio y quioscos, adem\u00e1s de fomentar un fen\u00f3meno de compra online de impulso.<\/o:p><\/div>

      <\/div>
      Issac Larian de MGA Entertainment lo tuvo claro en su momento como pionero con sus productos LOL que ahora a extendido a marcas como Poopsie, Num Noms o Moj Moj https:\/\/www.mgae.com\/<\/a><\/o:p><\/div>
      Si vais a un quiosco o una tienda de conveniencia fijaros en el cambio de los lineales y ver\u00e9is la imparable invasi\u00f3n, semana a semana, de este tipo de productos.<\/o:p><\/div>

      <\/div>
      \u00bfConseguir\u00e1 cambiar la tendencia temporal de la industria juguetera? Lo veremos con el tiempo si no deja de ser una moda pasajera o un fen\u00f3meno para quedarse de forma indefinida.<\/o:p><\/div>

      <\/div>

      <\/div>

      <\/div>

      <\/div>

      <\/div>

      <\/div>
      Jordi Crespo<\/div>
      ","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nLa invasi\u00f3n del juguete convenience -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La invasi\u00f3n del juguete convenience -\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/ar\/la-invasion-del-juguete-convenience\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-01T08:50:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-31T12:51:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hamilton.global\/wp-content\/uploads\/2019\/07\/TOY-06.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1921\" \/>\n\t<meta property=\"og:image:height\" content=\"941\" \/>\n\t<meta property=\"og:image:type\" 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