Zeno Group | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations firm
- Main Telephone
- (212) 299-8888
Zeno Group Contacts
|Barby S.||Chief Executive Officer||NY|
Sample of Related Brands
|Kevin D.||Executive Vice President & Head, New York & DC Practice||NY|
|Greg T.||Senior Vice President, Digital Marketing||NY|
|Rochelle S.||Senior Vice President||NY|
|Jacqueline B.||Senior Vice President||NY|
|***** ******* *********||Public Relations||2019||present||******|
|****** & ****, ***.||Public Relations||unknown||present||******|
Parents eCommerce Opps: Spin Master focuses on online sales, increases ad spend to help educate & entertain kids stuck at home (Score 18)
Children's entertainment company Spin Master (SM) experienced a "strong surge globally in online and eCommerce shopping in Q1," according to its recent earnings call, especially via its service that allows consumers to buy online and pickup at stores. SM's US eCommerce channel grew 30% YOY in the quarter, and the company expects US online and eCommerce channels to comprise over 25% of its 2020 volume.
As more parents look for ways to entertain and educate their children at home due to the global pandemic, sales of SM's digital toys especially grew; specifically, views of its Toca Boca and Sago Mini platforms grew in Q1 by 30%. These two brands combined now average 25 million monthly active users per month globally, allowing the company to expand its app sales and drive consumer subscription-based products.
Most SM factories now operate at around 50% of capacity due to the global pandemic, and the company expects around a 6-7% sales drop. It's currently focused on ensuring its supply chain remains unaffected.
Additionally, SM donated around 200k face shields made from its popular Hedbanz game headbands to over 100 hospitals, nursing homes and shelters.
According to iSpot, SM spent $2.7m on national TV ads YTD, a significant increase from $1.4m during the same time period of 2019. Spend totaled $6.3m in 2019, but it did not place any ads in this channel during 2018. It mainly targets millennial and Gen-Z moms via this channel (see targeting right).
We expect SM to continue advertising to parents currently at home with their kids, especially Gen-X, millennial and Gen-Z moms. Considering how much media this audience is currently consuming, you should also offer paid social, OTT and/or podcast ad space. Kantar data reports SM also utilizes local broadcast. Its spend often spikes during Q4, though, when parents buy holiday gifts for their kids. SM's main competitors are Mattel.
Agency & martech readers - Initiative since 2014. We don't see major signals of upcoming reviews, but it wouldn't hurt to keep the company on your radar for potential work in the future.
Note: SM is headquartered in Canada, so you might want to familiarize yourself with its Anti-Spam Law (CASL) before reaching out.