How Toy Advertising is Thriving on Social Media

For decades, toy advertising and TV were the ultimate dynamic duo. Saturday morning cartoons and holiday season ad breaks proved prime real estate for brands looking to turn kids’ heads. But as viewing habits have shifted, so has the way toy brands connect with their audiences. Sure, TV still holds great value, but social media has become the latest and greatest playground for marketing — offering fresh and creative ways to get the kids and their parents down the park.

Digital: The New Playground for Toy Companies

?Social media has transformed advertising from a one-way conversation into an interactive experience. Brands don’t just broadcast messages anymore- they spark conversations, fuel trends and create viral moments.

One of the biggest game-changers? Influencers and UGC content.

When kids (or parents) see their favourite creators genuinely enjoying a toy, it builds trust and relatability. Organic content has the power to drive engagement in ways traditional ads never could.

But let’s not forget- today’s audiences are sharper than ever. They can spot a forced, overly scripted influencer ad from a mile away. That’s where vodcasts (video podcasts) come in, offering brands a natural way to showcase products. Instead of hard-selling, brands can weave toys into real conversations, making recommendations feel less like ads and more like genuine recommendations.

TikTok Shop: A New Era of Toy Retail

Social media is now becoming a full blown shopping experience, and TikTok is leading the charge.?

The rise of social commerce has completely changed how people discover and buy products, especially toys. TikTok users can see a trending toy and click buy within seconds before going back to their daily scroll.?

Toys are even being created and sales driven based purely on trends from TikTok! #Axolotl #Penguin #IYKYK

So, what toys are taking over TikTok? Think construction, fidgets, sensory and toddler toys, mystery box collectibles, and nostalgic throwbacks. If it’s fun, eye-catching, and interactive, TikTok Shop can turn it into a must-have item overnight.

And it’s not just the younger generations latest crazes fuelling these trends…

The age demographic of TikTok is shifting, with more millennials and Gen Xers joining in. This change has helped boost another major trend of adults buying toys and hobbies for themselves. From intricate model kits to retro video games and trading cards, play is no longer just for kids.

More than just purchases, adults are forming communities around their favourite brands, collectibles, and hobbies, finding connection through shared interests. Whether it’s discussing LEGO builds, showcasing Funko Pop collections, or diving into strategy board games, TikTok has become a space where nostalgia meets social interaction. Toys and hobbies account for 7% of TikTok Shops GMV. This figure has increased 75% between 2023 and 2024, which is well above the overall 21% year on year growth for UK Social Commerce.?

With just 58% of users purchasing on TikTok Shop so far, and the traditional gift giving age demographic of 24-50 being the fastest growing user group on TikTok, we can expect this trend to continue in a similar vein for the next few years.

The Future of Toy Advertising

Toy brands have a golden opportunity to evolve with the changing media landscape.

More than ever, brands are embracing diversity in casting, breaking traditional gender stereotypes, and creating content that resonates with today’s more inclusive audience.

While TV campaigns still remain relevant and successful, social media is redefining how brands connect with their audience - whether? that’s through TikTok trends, influencer partnerships, or vodcasts that offer a more organic way to showcase products.

And you know what? That might be the REAL takeaway:. They value transparency and authenticity, which is why shoppable content and vodcasts are so effective.

So... the key to success??

Pretty simple really, honest content that feels natural, entertaining, and ultimately, worth clicking that share or ‘Add to cart’ button.