Retail Merchandiser - September/October 2016 - Global Sensation - M21


are most popular.
Shopkins was named
"2016 Licensed
Character of the
Year," and Moose Toys
forecasts global licensed
sales this year to reach
over $500 million.

Socially Engaging
Shopkins is a brand built
around the toys versus original
content, Fowler says. "A lot of
Shopkins success has to do with social
media," he adds. "The social media
bloggers picked up on it and they
speak about the brand to their massive
number of followers. It's truly organic growth. I think we have proven
that you can build a successful brand
without TV and movies, which doesn't
happen often."
"We didn't have a TV series and
this proves that you can create fabulous brands by doing it in a different
approach," Bellchambers adds. "We
embraced digital and made sure the
toy was the hero. Social media is an
incredibly powerful tool and companies need to be smarter and savvy with
how they use the information. Always
listen to the customer or you won't
have long-term success."
Because Shopkins fans have taken
to YouTube to record their unboxing
ceremonies, The Licensing Shop has
found it and other social media channels to be the best sources for customer
feedback. "We have learned so much

from spending hours and
hours reading Twitter, and
watching Instagram and
YouTube videos,"
Fowler says. "Early
on, fans were
taking Barbie
and Frozen's
Anna and Elsa
dolls shopping to
buy Shopkins. Do you
think they were telling us they
wanted a Shopkins doll?"
A six-inch Shopkins doll was
created as a result, which stands
perfectly next to the shopping cart
that comes with the play set. Although
The Licensing Shop still conducts
focus groups and surveys for consumer
feedback, the company believes that
for Shopkins, watching social media
channels every day is the best insight
into its demographic. "With Shopkins,

DJ Murphy
DJ Murphy is an independent publisher
based in Surrey, UK. With a highly creative
team, we pride ourselves on producing
market-leading children's magazines in
partnership with brand owners. Working
closely with Moose, Bulldog and all of the
licensees, has enabled us to really get to the
core of the Shopkins™ brand and bring it to
life in a magazine that delivers exactly what
Shopkins fans want.
September/October 2016

RETAIL-MERCHANDISER.COM

21


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Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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