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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Member Brief: Brand Equity Study

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This has been another year of broken records for this annual sales cycle. Black Friday was the first day in history to achieve $2 billion or more in mobile sales. Cyber Monday generated over $7.9 billion in North American sales. But while sales volume increases, brands are left scrambling to get in on the fun. Often, to their detriment. Here, we study the delicate balance of brand equity and incentive-driven revenue. Idealism aside, there is a balance that can be achieved. Read more by signing in. Not a member yet? Learn more here.

Member Brief: The China Strategy

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As customer acquisition costs continue to rise, younger direct-to-consumer brands are fleeing the constraints of online top funnel advertising for unconventional ways of reaching new consumers. Physical retail has been widely reported on as an alternative to top funnel customer acquisition. With the help of the Alibaba Group, we’ve steered a few well-suited brands towards one of the most promising growth opportunities: Chinese eCommerce. In this report, we detail why China needs to be top of mind for brands looking to expand.

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