Leading toy manufacturer partners with Circana to understand the history of toys and themes that drove peaks across categories

Challenge:
A toy manufacturer sought to better understand historical trends across categories and key themes that drove the major peaks across these categories. The Circana team identified and explored 20 peaks across categories to evaluate how brands used different levers and benefited from demand trends to drive growth. Circana translated its findings on historical effects into predictions about future subcategory growth.

Insights:
Circana provided an in-depth analysis for each peak by brand, identifying critical manufacturer and outside levers that contributed to the brands’ success. Circana translated these themes, trends, and levers into opportunity routes for the toy manufacturer, showing how they could win share or remain dominant in each category. The team also provided a general trend projection for each category, determining if it would shrink, grow, or remain stagnant.

Results:
The toy manufacturer expanded its knowledge about its growth opportunities and adjusted its strategic plan and investments based on Circana’s recommendations.