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Millennial Parent Opps: Beanie Babies launches first campaign in seven years

I am incandescently delighted to tell you that 1o8, the campaign welcomes everyone into Ty Gimme Beanie Studios's "fun and frivolous world." Six movie trailer-esque ads feature beanies as celebrity stars and dancers. This will tug on millennials' nostalgia, so sellers should reach out soon to secure last-minute ad dollars.

According to Pathmatics, Ty has spent roughly $1.5m on digital ads YTD, up 25% from the roughly $1.2m it spent within the same 2021 timeframe. In 2021, the company's estimated full-year spend of $3.8m reached more than 4x that of $893.4k in 2020. So far this year, Ty has earned ~169.6m digital impressions via Facebook (79%) and Instagram (21%) ads.

Of course, the company has been promoting its other brands way more than Beanie Babies, but it'll likely keep promoting this brand now that it's started to do so more heavily. As I briefly mentioned, this will especially appeal to nostalgic millennial parents. Sellers able to offer high-ROI strategies among this audience will have an advantage securing ad dollars.

Agency & martech readers - Ty doesn't show major signs of upcoming agency reviews right now, but you may have a shot at future project-based work.