Marketing Lessons From Popular Christmas Toys Throughout the Years

Two Rivers Marketing
Dec 05, 2023

Image of a child opening a Christmas present

Remember the delicious anticipation of Christmas morning as a child? Your eyes flew open at the crack of dawn and you ran downstairs in your footie pajamas — hoping beyond all hope that the *one* toy you wanted more than anything else was under the tree. You even made a deal with Santa that if he brought it, you’d never hit your brother again.

Over the decades, holiday toy fads have come and gone faster than Santa sliding down a chimney. In this nostalgic blog post, we're unwrapping the most sought-after and beloved holiday gifts of the 1980s, 1990s, and 2000s; exploring the reasons behind their marketing success; and suggesting how brands can apply these same lessons today.

The 1980s: "Totally Tubular Toys"

1. Cabbage Patch Kids: These cherubic, chubby-cheeked dolls warmed hearts across the globe. What made them a marketing sensation? Each doll came with its very own “adoption certificate.” Parents and kids fell in love with the idea of adopting a one-of-a-kind doll — making them one of the best-selling toys for Christmas ever and the reason for the so-called Cabbage Patch Riots at toy stores.

Lesson: Personalization and storytelling are powerful marketing tools.

2. Rubik's Cube: This geometric brain teaser swept the world in the early 1980s. The key to its success? Simplicity. It was a fun challenge for all ages, and the marketing focused on its universal appeal.

Lesson: Sometimes, simplicity is your best marketing strategy.

3. Teddy Ruxpin: The world's first animatronic storytelling bear had a tape deck in his back so he could "read" stories. What set Teddy apart? He brought magic to bedtime stories and was a pioneer in the use of technology in toys.

Lesson: Purposeful innovation can be a game-changer.

The 1990s: "All That and a Bag of Chips"

1. Tamagotchi: These virtual pets, living in tiny electronic devices, were the ultimate '90s phenomenon. What made them one of the best-selling toys for Christmas? Their collectability and the feeling of responsibility they instilled in kids.

Lesson: Creating a sense of ownership can make your product a must-have.

2. Beanie Babies: Ty's Beanie Babies were more than just cute stuffed animals; they were collector's items. Limited editions and a sense of scarcity fueled the craze and made them one of the most popular Christmas toys throughout the years.

Lesson: FOMO can drive demand.

3. Power Rangers: Mighty Morphin Power Rangers were an action-packed, colorful sensation in the '90s. Their secret sauce? A diverse cast, martial arts action, and a mountain of merchandise.

Lesson: Capitalize on popular trends that fit your brand, and don't underestimate the power of diversity in your marketing.

The 2000s: "Gotta Catch 'Em All!"

1. Pokémon: Pokémon's success came from a combination of coveted collectible cards, video games, and a TV series. The marketing brilliance? Kids could immerse themselves in an entire Pokémon universe, and the merchandise played a central role in their journey.

Lesson: Create an immersive experience to keep your audience engaged.

2. Bratz Dolls: The Bratz dolls shook up the toy industry with their edgy fashion and attitude. They marketed themselves as a departure from the typical Barbie doll.

Lesson: Differentiation can be a marketing gold mine.

3. Nintendo Wii: The Wii revolutionized gaming by introducing motion-controlled gameplay, making it accessible to everyone, not just hardcore gamers.

Lesson: Innovation combined with inclusivity can broaden your market.

Lessons from Hot Holiday Gifts

Our favorite Christmas gifts of the 1980s, 1990s, and 2000s demonstrate some keys to marketing success: Understand your audience, tell your unique story, stay attuned to the times, and be open to innovation.

We hope your upcoming holiday season is joyful, and may your marketing campaigns in 2024 be as unforgettable as your fondest childhood memories. We can help you make your marketing wish list a reality. Contact us today to make it happen. And to see what fun activities we're up to this season (in addition to holiday shopping), check out our list of things to do in Des Moines in the winter.