{"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\/en\/la-invasion-del-juguete-convenience\/","title":{"rendered":"The invasion of the convenience toy"},"content":{"rendered":"[et_pb_section admin_label=\u00bbsection\u00bb] [et_pb_row admin_label=\u00bbrow\u00bb] [et_pb_column type=\u00bb4_4\u2033][et_pb_text admin_label=\u00bbText\u00bb]<br \/><div>When a market concentrates 70% of its sales from October to December in the middle of the pre-Christmas campaign, as has historically happened with toys in Spain, it is not a good sign for this industry in times where impulsive and continuous purchasing shines with its own light. thanks to omnichannel.<o:p><\/o:p><\/div><div><br \/><\/div><div>Something is changing in this market, when, like an invasive species, a new growing concept emerges as the \u201cconvenience\u201d toy. What until recently was intended for a pre-adolescent audience, primarily female and based on a temporary fashion concept, has moved to a more children&#039;s market where the phenomenon of rotation is basic.<o:p><\/o:p><\/div><div><br \/><\/div><div>A new linear paradigm in kiosks and convenience stores that is gaining more ground and space every day, what was previously residual becomes an inexhaustible and exhausting source of business for fathers and mothers who do not know how to contain the childhood desire to have what last of the doll, pet, puppy, unicorn, dinosaur, wild animal, modifiable robot, princess in a bag and at the reasonable price of 3-5 euros per unit and also a surprise.<o:p><\/o:p><\/div><div><br \/><\/div><div>The strategy is from a basic marketing manual:<o:p><\/o:p><\/div><div><br \/><\/div><div><\/div><ol><li>Constant rotation of new items to awaken children&#039;s curiosity.<\/li><li>Affordable price if we compare it with toys of 30-50 euros.<\/li><li>Collectible phenomenon to encourage the \u201cI&#039;m missing this one, please\u201d.<\/li><li>\u201cCute\u201d design to attract the malleable child&#039;s brain with dizzying colors.<\/li><li>In a comfortable little bag, serve yourself as a child so that mom and dad cannot repress the impulse of shame of \u201cit&#039;s not time today.\u201d<\/li><li>A pricing strategy based on \u201cif the total is 3 euros\u201d and you keep the boy\/girl happy for\u20263 hours (if necessary).<\/li><li>Impulsive buying as a driving force.<\/li><li>Personalization of the toy with its name, date of birth, favorite friend, favorite color, etc., to generate a degree of empathy between the boy\/girl and the toy in question. It&#039;s not a toy, it&#039;s a friend<\/li><\/ol><o:p><\/o:p><br \/><br \/><div>With all this, the toy industry expands the moment of purchase, expands the consumer target to a more children&#039;s audience and expands the non-traditional shelf with an important proximity factor through convenience stores, neighborhood stores and kiosks, in addition to encourage an online impulse buying phenomenon.<o:p><\/o:p><\/div><div><br \/><\/div><div>Issac Larian of MGA Entertainment was clear at the time as a pioneer with his LOL products that he has now extended to brands such as Poopsie, Num Noms or Moj Moj&nbsp;<a href=\"https:\/\/www.mgae.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.mgae.com\/<\/a><o:p><\/o:p><\/div><div>If you go to a kiosk or a convenience store, look at the change in the shelves and you will see the unstoppable invasion, week after week, of this type of products.<o:p><\/o:p><\/div><div><br \/><\/div><div>Will it manage to change the temporary trend of the toy industry? We will see in time if it does not stop being a passing fad or a phenomenon that will remain indefinitely.<o:p><\/o:p><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div>Jordi Crespo<\/div><br \/>[\/et_pb_text][\/et_pb_column] [\/et_pb_row] [\/et_pb_section]\n\n<span class=\"et_bloom_bottom_trigger\"><\/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":"<br \/><div>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><\/o:p><\/div><div><br \/><\/div><div>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><\/o:p><\/div><div><br \/><\/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><\/o:p><\/div><div><br \/><\/div><div>La estrategia es de manual b\u00e1sico de marketing:<o:p><\/o:p><\/div><div><br \/><\/div><div><\/div><ol><li>Rotaci\u00f3n constante de novedades para despertar la curiosidad infantil.<\/li><li>Precio asequible si lo comparamos con juguetes de 30-50 euros.<\/li><li>Fen\u00f3meno coleccionable para incentivar el \u201ces que me falta este, porfi\u201d.<\/li><li>Dise\u00f1o \u201ccuqui\u201d para atraer con colorido mareante al maleable cerebro infantil.<\/li><li>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><li>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><li>La compra impulsiva como motor.<\/li><li>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><\/o:p><br \/><br \/><div>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><\/o:p><\/div><div><br \/><\/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&nbsp;<a href=\"https:\/\/www.mgae.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.mgae.com\/<\/a><o:p><\/o:p><\/div><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><\/o:p><\/div><div><br \/><\/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><\/o:p><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div><br \/><\/div><div>Jordi Crespo<\/div><br \/>","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La invasi\u00f3n del juguete convenience -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\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\/en\/la-invasion-del-juguete-convenience\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" 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