Dive Brief:
- Hasbro on Nov. 12 will kick off its first livestream shopping event, tailored to the toymaker's lineup of brands ahead of the holiday gift-giving season, according to an announcement emailed to Marketing Dive.
- The virtual shopping event takes place on a microsite as well as the toy brand's Instagram and Facebook Live channels, and will feature product demonstrations and guests including family creators and "gift wrap expert" Alton DuLaney. Viewers can browse and buy the featured items via shoppable tags on the Hasbro microsite during the event.
- In addition to extending the effort's reach online through social media posts and the hashtag #HasbroHolidayLive, the toy company adds a purpose play to its livestream by pledging a donation to Marine Toys for Tots for each viewer that tunes in.
Dive Insight:
Hasbro looks to make the holiday rush easier and more entertaining with a livestream event in the lead-up to the gift-giving occasion. It's the first livestream shopping event by the toymaker, helping to modernize the 98-year-old brand's marketing approach to match digitally savvy consumers' preferences. The event aims to offer parents a quick glimpse into some popular toys this year across Hasbro's lineup of brands — including NERF, My Little Pony, Peppa Pig and Play-Doh — blending the convenience of mobile shopping with entertainment.
"Today's consumers crave easy access to product recommendations and simplified online shopping more than ever before, and we look forward to meeting them where they are to deliver a fun and entertaining online shopping experience," Eric Nyman, Hasbro's chief consumer officer, said in the announcement.
Supply chain disruptions are hitting nearly every industry this year, though a report by investment banking company UBS predicts early planning and stockpiling is already proving valuable for toy brands and retailers this holiday season, Business Insider reported.
Livestream shopping has skyrocketed in popularity over the past few years, and became even more pronounced during the early days of the COVID-19 pandemic that pushed many consumers to avoid stores. Retailers have particularly worked to elevate their video commerce experiences, with Wayfair, Walmart and Macy's recently launching livestream platforms to showcase their wares and steer at-home consumers toward product discovery and purchases. The livestream market is forecast to reach $25 billion by 2023, per Coresight Research.
Hasbro earlier this year took a different approach to stoke consumer enthusiasm by teaming with vacation rental website Vrbo to transform a lakeside mansion into a Nerf battleground. The 12-bedroom house in Oklahoma was outfitted with branding and gear from Hasbro's toy blaster line Nerf, as well as themed bedding, decor and a special training station. The September activation followed Nerf's debut on TikTok and call for a Chief TikTok Officer, asking established social media creators to apply.
