Event presentation
Going Global, Staying Local
Capturing hearts and market share in the toy industry: how understanding local nuances turns global reach into toys and campaigns kids actually love.
First presented by Tom Williams, CEO, at New York Toy Fair 2025
Reaching a worldwide audience is easier than ever. Truly engaging local kids is the challenge.
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What you get
Six findings that reshape a licensing strategy.
Clarity to shape strategy, foresight to spot opportunity, and data to de-risk decisions.
The global toy market today
Where sales are moving, why licensed toys account for 34% of the total, and which categories are growing fastest.
The localisation gap
66% of professionals recognise the importance of localisation. 74% still struggle to connect with local audiences.
Know the local audience
Favourite toys, genres and TV shows by market, and how much of what kids love originates locally.
What drives the decision
The purchase drivers and barriers for kids, and the factors and ad platforms parents actually trust.
Local playbooks that worked
How leading toy brands localise product, promotion and distribution, from exclusive local models to key national partnerships.
A framework for toy brands
Gather local insight, test localised strategies, invest in partnerships, and keep evolving with kids’ behaviour.
“Global success starts with deep local understanding of the country and the target audience.”
From Going Global, Staying Local
What sits behind it
The world’s largest live data source on Gen Alpha, Gen Z and their parents.
Real families surveyed
First-party data points
Global coverage
Always on, ever since
Keep reading
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Fandoms & IPGet your copy
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How understanding local nuances creates toys and campaigns that resonate with kids around the world.