How These Dolls Blew Up the $92B Toy Industry

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L.O.L. Surprise toys had an estimated 5 billion views on YouTube in 2020 alone. In just a few short years, the power to help launch a successful toy has moved from toymakers and TV executives to 9 year-olds and their parents. Child YouTube stars have now become popular brands on par with Star Wars and Marvel, and all of kids entertainment could shift because of it.

Featuring:

Nancy Zwiers, former Chief Marketing Officer of Spin Master. Spin Master is a leading global children's entertainment company creating exceptional play experiences through a diverse portfolio of innovative toys, entertainment franchises and digital games.

Jim Silver, Chief Executive Officer of TTPM. TTPM's honest reviews to find the perfect toys for children & pets as well as the best baby gear.

Isaac Larian, Chief Executive Officer of MGAE. MGA Entertainment, the world’s largest private toy company, has a diversified portfolio of award- winning brands such as L.O.L. Surprise!, Poopsie Slime Surprise, Na! Na! Na! Surprise, BABY born Surprise, Little Tikes, VIRO Rides, Dojo Battle, Num Noms, Project Mc², Zapf Creation and many more.

#Toys #Documentary #Bloomberg

And featuring the following creator channels:

@Blippi
@VladandNiki
@gabyandalex2379
@KidsDianaShow
@RyansWorld
@Pinkfong
@natandessie
@evantube

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---> Which YouTubers do your kids watch the most?

business

There's a special place in hell for people who put wholesome music under footage of an add-executive telling us the story of how they convinced children to do free advertising for them.

Shadorin

I'm officially old. I've never even _heard_ of any of these LOL toys, or most of the others either.

ericcarabetta

Can't see LOL toys without thinking of the massive amount of packaging trash they generate. All for a non-posable "collectible"

Arnisboy

I used to be a toy department manager at Walmart and I the warehouse was ALWAYS out of those LOL Dolls even though we limited customers to one a day. Also Ryan’s World had like three whole sections!

StLouis-yuiz

This gets me wondering if there are more Youtube kid viewers than teenage viewers.

filmboyultimate

Advertising aimed at reaching children, minors, should be illegal.

In any humane society.

joeblack

20:55 Why does he think they'll stop watching videos and go play with real toys instead? The whole idea of YouTube is to get them addicted... At some point they'll get more pleasure out of watching other kids play than playing themselves, similar to the Let's Player boom around 2012 with Minecraft, Dark Souls, and CoD.

acidtears

So basically cocomelon is toddler's digital pacifier 🤔

TonyTony-hnpb

I remember back in the day when every big YouTuber was part of a creator studio like Maker. And then slowly they all left or got sued or made videos explaining how predatory, skeevy and petty those studios where. They sign the creators when their relatively small and they take a majority of all earnings just for booking shitty brand deals and they trap you in the contract for years and years even if you have grown out of the need for the studio. I’m soooo glad they have moved on to a much more vulnerable and naive group of people to target... children. Good job Maker studio making yourself the literal super villain of YouTube

rhy

Remember when you hab to be at least 13 to have an account on a website and use it? Ha yea

Gensys

I remember seeing this start 6 years ago when my daughter was then 2 years old. I realized I was witnessing something significant.

NoahSpurrier

Thank you, I'm sure we all suspected something similar from influencer culture in consumer industries.
.
Working from Best buy and a Target due to the pandemic, I always suspected something from the LOL toy brand and entire aisles dedicated to the toys, but never knew how big it was until now, thanks bloomberg!

lukecwolf