Reaching kids requires creating a character for them to connect with.
“[Kids] usually want the character and toy on TV,” Davis said. “And usually, parents are pretty willing to buy it.”
Goldieblox started by creating a series around the character Goldie, a “girl who approaches life with a willingness to try things and fail,” which is consistent with Goldieblox’s engineering message, Davis said.
Goldie stars in a YouTube series called “Toy Hackers.” Each episode features a guest appearance by a YouTube influencer, such as TheEngineeringFamily, who distributes the video on their channel and generates hundreds of thousands of views.
“YouTube is such a fun environment to find things that are tailor-made for you as a kid,” Davis said. “I think it’s critical that Goldieblox be there.”
Through this type of marketing, Davis plans to “rebrand Goldieblox from a toy company to a character brand with a role model.”
Online paid media aimed at children requires complying with the Children’s Online Privacy Protection Rule, which limits data collection on children. Davis and other CMOs must also be mindful of reaching kids in a way that “focuses on the entertainment value and enhances our mission,” he said.
As Goldieblox makes plans to scale up its paid marketing, it will expand from paid social media to other channels where kids hang out, possibly including linear TV.
“There are absolutely kids watching YouTube as their preferred destination, and there are absolutely kids watching TV,” Davis said. “When you have the money to spend, it’s good to have a presence everywhere kids like to be.”