Naavik reposted this
Toys, video games, and linear entertainment combined under a single IP are creating transmedia bonfires of excitement, leading to outsized returns for toy companies like Spin Master. 📈 Roblox activations are driving toys sales and tv show engagement. Unicorn Academy debuted its TV show on Roblox before it launched on Netflix. It went on to become a top 10 TV show in 68 countries. Meanwhile, they saw statistically significant uplift in toy sales when activating on Roblox with brands like Bakugan and Monster Jam. 🏷️ They are acquiring video game properties and studios and growing them through live-service Spin Master acquired Toca Boca when it had under 15 million MAUs in 2016 and grew it to over 60 millions MAUs today and the 19th most popular game by active users globally (data.ai). They also acquired Nørdlight Games in order to build a Rubik's cube game that will launch this fall. 📺 It's worth asking: Should we even call Spin Master a toy company? They expect that 20% of revenue will come from video games in the not too distant future. Video games are already responsible for a third of its operating income today. Spin Master's breakout TV show PAW Patrol culminated in the $200 million box-office hit last September, further cementing their status as much more than a toy company. 🎯 Major toy companies are increasingly adapting their businesses to look more like video game studios as they look to meet young players where they spend their time. To go even deeper on the topic, check out my interview with Yves Saada, Head of Strategic Partnerships at Spin Master on the Naavik Gaming Podcast (link the comments).
It seems like Roblox is a great place to launch a new IP. What about existing IP that people already know and love?
We also had Laura Clunie from Spin Master our pod recently and discussed how Roblox is underestimated in terms of how it can support licensing for kids IP. Too many are focussed on in-game monetisation but when you consider that gor for many younger users it can closely mirror toy play then it’s not unreasonable to assume it can generate demand for physical toys too. I look forward to listening!
Roblox development can be hard but it is worth it. the traffic in their platform is insane .
what a power couple 🤝
Epic stuff Yves Saada ! Great to see you looking so well. We should catch up soon!
Looking forward to checking this out!
Thanks David for the great conversation!
Product Manager & Games Analyst
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