Toy Advertisement Case Studies: 20 Hong Kong and International Examples

Toy advertisements are more than just a means of selling products; they are a microcosm of the changing times. From simple TV commercials to digital marketing that now combines social media, viral spread, and immersive experiences, toy ads have continually evolved, influencing new generations of consumers.

Here, let's look back at 20 toy advertisements that have left a lasting impression globally and in Hong Kong, with a focus on recent successful campaigns:

1. LEGO "Play is Your Superpower"
2. Toys"R"Us Hong Kong Ad
3. Furby 1998 Ad

4. Transformers 1984 TV Ad

5. L.O.L. Surprise! "Become an Unboxer"

6. Squishmallows

7. Toys"R"Us AI Ad

8. Barbie "You Can Be Anything"

9. Labubu

10. American Girl "Girl of the Year" Marketing

11. GoldieBlox "Girls' Childhood Rebellion"

12. Tamagotchi On

13. Barbie Dreamhouse Adventures

14. Play-Doh

15. Hot Wheels iD

16. CoComelon Toys

17. The Elf on the Shelf Toy Ad

18. DJI RoboMaster S1

19. Anki Cozmo Robot Toy

20. Nintendo Labo

1. LEGO "Play is Your Superpower"

LEGO's ongoing brand campaign in recent years aims to encourage families to rediscover the importance of play. The ad video not only features traditional brick creativity but also invites well-known celebrities like Tom Holland to collaborate, using humor to convey the idea that play transcends age, successfully capturing the attention of adult consumers.

2. Toys"R"Us Hong Kong Ad

This is one of Hong Kong's most memorable toy ads from the 90s. Using the then-novel 3D animation technology, the ad shows the toys in the store getting "ready for business" before opening, jumping onto shelves and tidying themselves up.

3. Furby 1998 Ad

This ad, starring a cute, talking, blinking plush toy, emphasized its "interactivity." The ad successfully portrayed Furby as a lively little sprite, sparking a global frenzy of demand.

4. Transformers 1984 TV Ad

This ad successfully integrated the toy with animated storylines, showcasing the cool feature of toys "transforming from vehicles into robots." This powerful narrative marketing set a new benchmark for subsequent toy advertisements and made Transformers a classic.

5. L.O.L. Surprise! "Become an Unboxer"

Source: Carousel PR

The marketing core of this toy is the "blind box" concept, and the ad itself is an "unboxing experience." By collaborating with YouTubers and TikTok influencers to create immersive unboxing videos, the brand successfully leveraged the lottery concept and "sense of surprise" to capture the psychology of children and collectors, creating huge success.

6. Squishmallows

This social media-centric toy's marketing campaign primarily revolved around the "#SquishTok" hashtag on TikTok. Through influencer unboxings, fan trades, and shares, the brand successfully created a massive viral spread among Gen Z and millennials, making it the best-selling toy of 2022.

7. Toys"R"Us AI Ad

Toys"R"Us released a creative short film in 2024 using OpenAI's Sora technology. This ad revealed the future possibilities of AI in visual media, redefining how toy ads are presented with a tech-savvy feel, and sparking widespread discussion in the industry and public.

8. Barbie "You Can Be Anything"

This is Barbie's most important ad transformation in recent years. The ad video encouraged girls to break free from traditional gender stereotypes and pursue any profession or dream. This marketing campaign successfully reversed Barbie's brand image, transforming it from a simple fashion doll into a cultural symbol of female empowerment, and leading to significant sales growth.

9. Labubu

Labubu's success was not due to a single ad but through viral marketing created by the "blind box" and "celebrity effect." For example, an unintentional exposure on Instagram by BLACKPINK member Lisa directly caused the toy's popularity to soar globally, achieving a much larger spread than traditional advertising could.

10. American Girl "Girl of the Year" Marketing

American Girl annually introduces a new "Girl of the Year" and writes a story for her that has modern significance. The marketing campaign revolves around the character's story, combining books, videos, websites, and in-store events to create a complete narrative universe. For example, the 2022 Girl of the Year, Corinne Tan, was a skier whose story explored family and Asian identity. This campaign successfully used multimedia content to build an emotional connection with the new generation of multicultural families, rather than just selling a doll.

11. GoldieBlox "Girls' Childhood Rebellion"

This ad not only sells toys but is also a groundbreaking social movement. It challenges the traditional stereotype in toy advertisements that limits girls to "pink toys." The ad video uses an adapted version of the Beastie Boys' song "Girls" as a soundtrack, showing a group of girls building complex chain reactions with engineering blocks, rather than playing with princess dolls. This ad quickly went viral online, sparking widespread discussion about gender equality and STEM (Science, Technology, Engineering, and Mathematics) education, successfully making the brand stand out in the market.

12. Tamagotchi On

Tamagotchi's new-era ads focus on its "color screen" and "social features." The ad video shows players connecting their Tamagotchis with friends' Tamagotchis, getting married, and having a new generation of Tamagotchis, successfully repackaging this nostalgic toy into a modern social interaction product.

13. Barbie Dreamhouse Adventures

To adapt to the new era, Barbie no longer just releases dolls but has also launched animated series and related mobile games. The ad highlights the fun stories and character interactions in the series, transforming Barbie into a massive entertainment IP that effectively captures the attention of the digital-native generation.

14. Play-Doh

Modern Play-Doh ads are no longer just TV commercials; they make extensive use of social media platforms. The brand collaborates with creators to showcase short videos of creative works made with Play-Doh on IG and TikTok. This "hands-on" content marketing successfully sparks engagement among the younger generation.

15. Hot Wheels iD

This product's ad combines traditional physical toy cars with digital games. The ad video shows how players can place their toy cars on a sensor to track vehicle data and conduct virtual races on a mobile app, successfully modernizing a classic toy and creating a new "physical + digital" marketing model.

16. CoComelon Toys

The ad video for CoComelon toys directly uses the classic songs and characters from the animation. The marketing core of this toy lies in "content marketing." The toy ad is the animation itself, and by releasing high-view-count videos on YouTube, they directly convert the animated IP into best-selling physical toys.

17. The Elf on the Shelf Toy Ad

The marketing approach for this toy is highly unique, as it relies almost entirely on user-generated content and has very little in the way of traditional advertising. The brand's success comes from a social media movement led by parents. Every Christmas, parents share photos of their "elf" playing pranks or posing in funny ways around the house, encouraging other families to join in. This marketing model, which "creates a tradition" and relies on "word-of-mouth," successfully turned a simple plush toy into a global annual event, with viral spread far exceeding any high-budget ad campaign.

18. DJI RoboMaster S1

DJI's ad for this educational robot emphasizes its "competitive" and "programming" functions. The ad video shows students using S1 robots to battle each other and demonstrates how programming can enhance performance. This ad successfully combined STEM education with a gamified experience, attracting young people interested in technology.

19. Anki Cozmo Robot Toy

The ad strategy for this toy focuses on "emotional connection." The ad video portrays Cozmo as a robot buddy with personality and feelings, not just a simple tech product. By showing how it interacts, plays, and even throws tantrums with children, the ad successfully created an emotional resonance with viewers, positioning Cozmo as a "living friend" rather than just a toy, which was a unique approach in the robot toy market at the time.

20. Nintendo Labo

Nintendo's ad for this product emphasizes the creativity and fun of "hands-on making." The ad video shows how players can turn cardboard into interactive toys, such as robots or fishing rods. This ad successfully conveys the core value of the product: allowing players to experience the creative process from scratch.