Member Brief: The Toy Report

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The toy consumer gap. There are scenes from two very popular films of old: the piano scene from Tom Hanks’ Big and the “Dunkin’s Toy Chest” scene from Macaulay Culkin’s Home Alone 2. These two scenes stand out to me because as child, unless you lived in the metropolitan New York are, you never once felt the joys of experiential retail while toy shopping. Don’t get me wrong, Toys R Us was great. But like Walmart and Target are today, the primary toy story of many of our childhoods was less a destination and more of a warehouse. Consumers want experiential retail for toys. And BuzzFeed’s latest off-shoot hopes to address it.

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