Trending Marketing Angles in the Gifts and Novelty Toys Industry
In the world of gifts and novelty toys, standing out requires a creative approach that captures attention, appeals to emotions, and makes a lasting impression. This industry thrives on fun, originality, and uniqueness, so marketers are using fresh, engaging strategies to attract customers. Here’s a look at the top trending marketing angles in the gifts and novelty toys industry, and how they’re making an impact.
1. Personalization and Customization
Personalized gifts have been a growing trend, with consumers loving the chance to give something unique and meaningful. Customization options like names, colors, and even unique messages add a special touch that makes a gift feel one-of-a-kind. This trend is especially popular in the novelty toy space, where custom products can turn into memorable keepsakes.
Example Angle: Personalized novelty toys that feature the recipient’s name or a custom message have wide appeal. Marketers are using “one-of-a-kind” messaging to highlight this trend, with taglines like “Make it Yours” or “A Gift as Unique as They Are.”
Why It Works: Personalization makes customers feel more connected to the product, enhancing its sentimental value and making it perfect for gifts. It also increases perceived value, as customized items are often viewed as higher quality.
2. Nostalgia Marketing
Nostalgia is a powerful marketing tool that resonates across generations. Many marketers in the novelty toy and gift industries are capitalizing on retro designs, throwback characters, and childhood memories. By recreating or reimagining classic toys and beloved characters, brands tap into emotions that evoke joy and familiarity.
Example Angle: Featuring classic characters from the ’80s and ’90s or designing toys with a vintage twist to attract adults who want to relive their childhood. Brands use messaging like “Relive the Magic” or “For the Kid in All of Us” to connect with both adults and kids.
Why It Works: Nostalgia marketing appeals to adults who now have the purchasing power to buy novelty items that remind them of their youth. It also appeals to parents looking for gifts that they enjoyed as kids to share with the next generation.
3. Sustainable and Eco-Friendly Options
Eco-consciousness is becoming a priority for many consumers, including those in the novelty toy and gift markets. Brands are responding by offering products made from sustainable materials, using environmentally-friendly packaging, or promoting recycling initiatives. Marketing angles often highlight the brand’s commitment to the environment, appealing to consumers who want to make mindful purchases.
Example Angle: Sustainable materials in packaging and product design with taglines like “Eco-Friendly Fun” or “Play with Purpose.” Brands might use earth-toned branding or green icons to emphasize eco-friendly choices.
Why It Works: More consumers today consider the environmental impact of their purchases. Highlighting sustainability doesn’t just attract eco-conscious customers; it also enhances brand loyalty as customers appreciate brands that reflect their values.
4. Experience-Based Marketing
Rather than focusing solely on the product, many novelty and gift brands are selling experiences. By creating toys and gifts that lead to interactive experiences, like DIY kits or puzzles, brands are positioning their products as more than just items—they’re memorable moments. Experience-based marketing highlights the joy and engagement that the product brings, making it particularly appealing for both kids and adults.
Example Angle: DIY kits, mystery boxes, or activity-based toys marketed with phrases like “Unwrap the Fun” or “Create Your Own Adventure.”
Why It Works: Experiences are memorable and provide a greater sense of value, as they engage the recipient and create lasting memories. People are more likely to share experiences on social media, which helps increase brand visibility.
5. Limited-Edition and Collectible Items
Exclusivity has always been a strong motivator, and marketers in the gifts and novelty toys industry are taking advantage of it by offering limited-edition items or collectibles. This approach creates a sense of urgency and drives purchases from fans and collectors who don’t want to miss out.
Example Angle: “Only 500 available” or “Limited-Edition Collection” messaging, often paired with countdowns on websites or social media posts to create urgency.
Why It Works: Limited-edition items foster a sense of excitement and urgency, encouraging customers to act quickly. Collectors also value exclusivity and rarity, making this angle effective for generating buzz and sales.
6. Humor and Whimsy in Messaging
In an industry that thrives on fun and novelty, humor is a big part of many brands’ marketing strategies. Whether through playful language, puns, or a lighthearted tone, marketers are connecting with their audiences by creating a fun, memorable brand experience. This approach is particularly effective for novelty items meant to bring smiles or laughter.
Example Angle: Clever copy like “Serious Fun” or “Not Your Average Gift” paired with lighthearted, playful images and ads that make people smile.
Why It Works: Humor makes brands more relatable and memorable, creating a positive association with the product. Fun, whimsical branding also makes products seem more approachable, appealing to a wide range of audiences looking for joyful, novelty gifts.
7. Social Responsibility and Cause-Related Marketing
Cause-related marketing has become a popular strategy as brands partner with charities or commit to donating a portion of profits to specific causes. In the novelty and gift space, many brands emphasize giving back, whether it’s supporting children’s health, education, or environmental causes. This angle allows consumers to feel like their purchase is making a difference.
Example Angle: Phrases like “Buy One, Give One” or “Proceeds Benefit [Cause]” in advertising to communicate the positive impact of each purchase.
Why It Works: Many consumers appreciate brands that give back, as it aligns with their personal values and adds a layer of purpose to their purchases. Cause-related marketing fosters goodwill and can inspire customer loyalty, as buyers feel like they’re part of something meaningful.
Final Thoughts: Making Marketing Work for Gifts and Novelty Toys
The gifts and novelty toys industry is all about creativity, connection, and making people feel special. By tapping into personalization, nostalgia, sustainability, experience-based marketing, exclusivity, humor, and social responsibility, brands in this space are able to create memorable customer experiences that encourage loyalty and drive sales.
Whether you’re looking to stand out with a unique product or simply to reach more customers in a meaningful way, these trending marketing angles provide inspiration for how to engage your audience in fun, memorable, and impactful ways.
