Direct Response Television is one of those phenomenons that are an unavoidable part of modern life for anyone who watches television. While it is more & more prevalent in the Toy Category few of us know much about the nuts and bolts of actually preparing and running a DRTV campaign, not to mention whether it is something that makes sense for our products. That is why I asked Robert Yusim, the leading expert on direct response in the toy & youth categories, to write an article about it.
Rob began his career working directly with Raymond Kives one of the founders of K-Tel and Quality Dino Entertainment. In 2006 Rob crossed over into the toy category and started Spin Direct, Spin Master Ltd's DRTV division, with the launches of Rocket Fishing Rod, Moon Sand, Storm Launcher and Reflex Heli. Over the past 6 years Rob has launched or licensed over 100 toy product campaigns in the US, Canada and UK. In 2010 Rob launched Product Counsel to provide complete turnkey DRTV services to clients, with emphasis in the toy & youth marketplace, as well as to assist companies and inventors with acquisitions and/or licensing out their products.
DIRECT RESPONSE & TOYS – THE AS SEEN ON TV COMPANIES HAVE ARRIVED!
WOW has the DRTV marketplace, in the toy category changed dramatically over the past several years! Prior to 2006 there was literally no DRTV activity in the toy category due to a belief in a myth that toy products would not sell via DRTV. Then in 2006 with the launch of Floam® by SAS and campaigns for Moon Sand®, Rocket Fishing Rod®, Storm Launcher® & Reflex® Heli by Spin Master LTD., the myth was obliterated.
From 2007 through 2010, Spin Master literally dominated the space by launching dozens of campaigns in the RC, Activities, Outdoor, Collectibles, Doll & Wheels categories. It was transformational for Spin Master and as a result was transformational for the entire toy industry. Many major industry players like Mattel®, Hasbro & Jakks Pacific® have since experimented with DRTV while many smaller companies have also developed campaigns to gain more exposure for their brands.