Article by Shane Lau
Global E-commerce Manager, Zing Toys
After 14 years in the toy industry, still feels like a big kid at heart—except now he’s got a desk, a computer, and a bit more responsibility. As the E-commerce Manager at Zing Toys, he’s had the privilege of turning creative chaos into products that (hopefully) make people smile.
Remember the good old days when a catchy TV commercial could single-handedly turn a toy
into the season’s must-have? Those days are long gone, my friend. Today, building a toy brand
is a whole different ball game—one that’s fast-paced, ever-evolving, and driven by instant
connections.
From TV Screens to Social Streams
Once upon a time, TV commercials were the crown jewels of toy marketing. But as the internet
became a household staple, the way we connect with consumers shifted dramatically. Today,
most people get their information online, often from social media, where two main types of
influencers reign supreme: the brand/product owner and lifestyle influencers who seamlessly
weave products into their everyday lives. The latter creates a sense of social connection that’s
much stronger than any flashy TVC could ever hope to achieve.
But here’s the twist—this isn’t news. We’ve known for a while now that social media is the new
frontier of brand building. What’s new is the speed and intensity with which content needs to
capture attention. Live streaming is a big hit, giving consumers real-time reactions, while
extremely short videos—think two seconds per angle change, bold text, and high
engagement—are what keeps viewers hooked. In fact, the average viewer only spends about 7
seconds on a short video. So, if you don’t grab them immediately and promise a surprise,
they’re gone.
The Rise of “Involution” and Why We Need to Zoom Out
Enter the concept of “involution”—a term that’s making the rounds as brands push harder and
harder to keep up with the relentless pace of content creation. Involution is when more and
more effort is poured into maintaining a status quo rather than achieving growth or innovation.
It’s like running on a treadmill that’s constantly speeding up; you’re putting in more work but not necessarily getting anywhere.
So, how do we break free from this cycle? Simple: we zoom out and focus on what truly
matters—building a community.
The Key to Brand Longevity: Community Building
Some of the most successful toy brands today have one thing in common: a strong community.
But what does it take to build one? Here are a few key points:
- Engagement: Constant communication is crucial. Whether it’s through social media,
forums, or live events, being present and responsive keeps your community active and
loyal. - Authenticity: Your community wants to feel connected to the brand, not just the product.
Share behind-the-scenes content, be transparent about your processes, and let your
brand’s personality shine through. - Listening: Your community is a goldmine of insights. Listen to their feedback, learn what
they love (and what they don’t), and use that information to improve your product and
marketing strategies.
Meet Your New Best Friend: The Community Moderator
As we shift from traditional marketing to community building, a new job title has emerged—the
Community Moderator. This person isn’t just a customer service rep; they’re the heart and soul
of your brand’s community. They listen, engage, reply, and grow with the community, all while
being genuinely passionate about the brand. In fact, it’s worth considering making your first
community moderator hire from within your brand’s fanbase. After all, who better to engage with your community than someone who’s already a true believer?
Building a toy brand today is about more than just creating buzz. It’s about finding your true
audience, keeping them engaged, and growing together. And it all starts with authentic,
meaningful connections—because a brand isn’t built in 30 seconds; it’s built over time with the
people who believe in it most.
