These and other findings are now available in TIA’s 2014 Toy Industry Marketing & Promotions Study, conducted by research firm Industry Insights. The study’s final report examines the strategies, budgets, marketing mixes, social media practices, trade show participation and other details related to the advertising efforts of toy companies, and includes detailed quantitative analyses segmented by net sales, company size and distribution channel, as well as a summary of qualitative research conducted by telephone.

Topics addressed within the report include the ratio of dollars spent on direct to consumer vs. retailer/trade promotions; functions that are performed in-house vs. outsourced; trends and expectations for digital and traditional media; the effectiveness of social media in a company’s marketing mix; and more.

“This valuable study provides easy-to-understand guidelines for companies who are looking to improve business performance and understand how their company’s practices, strategies and budgets compare to other companies of a similar size and category,” said Anne McConnell, TIA director of market research & data strategy.

The confidential survey collected data from 88 companies engaged in the manufacture, importation and distribution of toys, who filled out an online questionnaire. Additionally, 18 responding companies also participated in qualitative phone interviews, which were held to drill deeper into toy industry marketing trends. The study was compiled, tabulated and analyzed by Industry Insights, an independent professional research and consulting firm that previously worked with TIA to conduct its Financial and Operating Benchmark Study and Compensation and Benefits Survey.

TIA members that completed the survey were sent a direct email from Industry Insights providing access to their free, customized profile showing individualized company information alongside industry comparative totals.  TIA members who did not participate in the study may purchase the results for $295. Non-member companies will be able to purchase the results for $495. Copies of the report may be obtained through Anne McConnell, TIA’s director of market research & data strategy (646.520.4870).