Retailers reveal holiday adverts for 2017

With the holiday shopping season about to begin, retailers around the UK are releasing their seasonal adverts. And as has become traditional, many have emotional themes or humour or both, to try to connect with consumers and encourage positive feelings towards the brand.

Above, one of the holiday adverts released by Argos, showing elves preparing toys for Santa's fleet of sleighs. One toy nearly misses being shipped, but a dedicated elf puts it into place on the sleigh just in time. 'We love this edge-of-your-seat, high-energy Christmas campaign, which aims to surprise and delight', notes Argos marketing director. This advert has been posted on the Argos Facebook page (which has 1.2m likes) with the hashtag #ReadyForTakeOff.

Like Argos, Marks and Spencer also posted its holiday advert on Facebook (where the retailer has 5m likes). This year's feel-good advert focuses on Paddington, with #LoveTheBear as the hashtag spreading on social media. Not coincidentally, the new Paddington 2 movie will be in UK cinemas tomorrow.

And, in the holiday spirit, Marks and Spencer is going to make a charitable contribution for each copy of Paddington and the Christmas Visitor bought by customers.

Introducing Christmas 2016 adverts (and their hashtags)

In the coming days, you'll see more and more of this year's Christmas adverts on every screen (telly, tablet, mobile). Building anticipation is part of the fun and a smart marketing strategy too.

Here are links to just three of the recently introduced retailer adverts playing on screens across the UK.

• Aldi's advert features #KevinTheCarrot (above) and ends with the strapline 'everyday amazing' to reinforce the retailer's low-price positioning. One million online views in one week.
• The new John Lewis #BusterTheBoxer advert has been viewed 15 million times on YouTube in just the first four days. Not only is Buster an adorable toy, 10% of the price goes to charity.
• Marks & Spencer features Mrs Claus in #LoveMrsClaus, its 2016 holiday advert. In four days, this advert has been viewed online 4.6 million times.

Watch for the hashtags integrating mentions of the adverts throughout social media and traditional advertising.

How did LEGO do?

From LEGO's corporate newsroom

LEGO recently reported turnover and profits . . . and different media outlets viewed the results in different ways.

• 'Lego wobbles after American downturn and higher wage bill' - The Evening Standard's headline
• 'Lego continues to build up sales' - BBC's headline
• 'Building on bricks with clicks' - CNBC's headline
• 'Lego profit falls 1.8% as company builds in China and Mexico' - Irish Times headline
• 'Toymaker LEGO builds more plant capacity to revive growth in US Sales' - Reuters

LEGO's profits are down a bit because it's expanding its workforce and its manufacturing capacity. Why? Because worldwide demand continues to grow and grow and grow.

In fact, demand was so extraordinarily high in 2015 that LEGO struggled to fill all orders for Christmas.

To avoid a repeat, LEGO is investing now as it continues implementing its global marketing plan, following a long-term growth strategy. Just in time: LEGO products are, of course, on this year's lists of top children's toys for Christmas.

Coca-Cola and Christmas marketing

Coca-Cola's iconic red-and-white logo is almost as Christmasy as can be. At holiday time, the brand uses special marketing to encourage consumers to try, buy and enjoy its soft drinks for parties and for any occasion.

At right, Coca-Cola's photo of its famous truck criss-crossing the UK during holiday season. The field marketing tour began in Inverness and ends in Leicester Square, London, two days before Christmas.

At each stop, consumers can enjoy free samples of Coke soft drinks amidst a wintery season backdrop, complete with festive lights. To increase anticipation and bring consumers to the lorry stop, Coke used the hashtag #holidaysarecoming and promoted the tour on its website and via publicity. Coke's UK FB page has more than 94m likes and its Twitter account has 126k followers, adding up to a huge audience for social media marketing.

This year, Coke is celebrating another marketing milestone: The 100th anniversary of its instantly recognisable contour bottle, which was introduced in 1915.

Now Coke has launched another packaging innovation: a bottle label that converts to a holiday bow. The idea is to encourage consumers to leave Coke bottles on the table and 'unwrap' the novelty bow as part of their holiday meals.

The strapline for this year's UK holiday campaign is: 'Bring happiness home'.

For more images of Coke's Christmas adverts of the past, see its online gallery here.

Marketing the hottest toys for Holiday 2015

Months in advance, retailers are publicising the toys they say will be the most popular, most purchased for the 2015 holiday season. What's on top?

• Hamleys: Many parents will remember Tracy Island Playset from decades past--and now, with the Thunderbirds back in the public eye, this newly interactive toy is back in the shops. Skate & Sing Elsa (above, from Disney's Frozen) will also be a top seller, says Hamleys.
• Argos: Minions Tumbling Stuart toy (from, of course, the Minions movie franchise) will be a top seller, along with My Friend Freddie (an interactive teddy), LEGO Deep Sea Exploration Vehicle and Barbie My Style House.
• Smyths Toys: Star Wars-the Force Awakens interactive figures, tied to the new movie, will be a big hit, says Smyths. Also: Paw Patroller, Pie Face and Disney Frozen-theme bicycles.

By the way, how does LEGO keep its innovative edge? As the world's largest toy marketer, Denmark-based LEGO must continuously innovate to maintain its marketing momentum. The company's Future Lab is responsible for trying new ideas, testing prototypes with children and using insights from failures to invent even more inventive playthings. 

Hot toys of today . . . and yesterday

When Debenhams looked back at the most popular toys of the past 50 years, it discovered that Cabbage Patch Dolls were far ahead of perennial favourites like Barbie and Lego.

The retailer's top picks for 2013 feature some technology toys (see Kurio) and some traditional toys (Monster High dolls, Lego sets).

The Toy Retailers Association has listed its top 2013 picks, which include Lego, Furby and of course tech toys like the LeapPad Ultra.

Hamleys is carrying today's hot toys, but it also put another old favourite Beanie Babies, in its Regent Street Xmas windows this year. The toy store says an updated version of the Teksta robotic dog has been selling well. And, like so many other retailers, Hamleys invites customers to join the conversation on its Facebook page.

Christmas toys 2012 (with ghosts of Christmas past)

This year's lists of top toys for Christmas include a number of favourites from the past, including Legos, Furby (a hit in 1998 for the first time) and Cabbage Patch Kids (30 years after their debut under this brand).

• The Toy Retailers Association's 2012 list of Dream Toys includes a mix of traditional and electronic toys like LeapPads and Legos.  
• Hamley's list of top toys includes Subbuteo, Moshi Monsters and some of the popular toys from the Dream Toys list.

Zhu Zhu Pets, hot toys from previous years, aren't on the lists for 2012, and their lack of popularity is one reason that toy company Character Group is seeing sales decrease. Character Group's Peppa Pig, Scooby Doo and Fireman Sam toys are still selling in Europe, but Zhu Zhu Pets have fallen out of favour this year.

Will Zhu Zhu Pets return to the Dream Toys list in 2013, 2014 or beyond? What about Furby, Cabbage Patch Kids and Moshi Monsters?

Christmas windows 2012

Harrods, Selfridges, Fenwick and other high street stores are already displaying holiday windows in all their finery. Here's an early look at a few of this year's themes.

Harrods 2012

Fenwick 2012

Selfridges 2012

• Harrods' windows feature Disney princesses and fairy-tale characters wearing elegant gowns designed by Oscar de la Renta (Snow White, above), Missoni and other famous designers. 
• Selfridges' "not your usual Christmas windows" at the Oxford Street flagship store showcase a giant gingerbread building, mini-ponies and other eye-catching features to call attention to seasonal and gift merchandise.
• Fenwick, in Newcastle, unveiled its holiday windows with Santa, elves, reindeer and other traditional lovable mechanical figures--including an iPad-like list of elf and safety tips.

Holiday Windows 2011

Tis the time of year for holiday window displays. Here is a sampling of themes worldwide during this holiday season:

• Animals. The windows of Macy's San Francisco are featuring adorable animals for adoption from the local SPCA. 
• 12 Days of Christmas. Holt Renfrew in Toronto has put a "12 days" theme to work in a sophisticated way. Above, the partridge in a pear tree window.
• Nutcrackers. Printemps Paris's windows feature Paris landmarks (think Eiffel Tower) in winter, with designer Karl Lagerfeld in miniature (left).
• Santa. Of course, he's coming to town in Melbourne, where the Myer department store features jolly elves and Santa arriving to the delight of young and old.

Biggest holiday toy hits of 2011?

The Toy Retailers Association has released its list of toys expected to be in highest demand during this holiday buying season. First, a look back. In 2010, the association said that the following would be the biggest holiday gift sellers:

Lego City Airport, Fireman Sam Deluxe Fire Station Playset, Hasbro's FurReal Go Go Walking Pup, Mattel's Jet Pack Buzz Lightyear, Kidizoom VideoCam, Monopoly Revolution, Moon Dough Barn, Nerf N Strike Stampede, Paper Jamz Guitar, ‘Pumpaloons’ – action game, Sylvanian Families Motorcycle and Sidecar, and ZhuZhu Grooming Salon.

In 2011, the association predicts that these toys will top holiday gift lists:

Doggie Doo (above), Fijit Friends, Fireman Sam Pontypandy Rescue Set, Kidizoom Twist, LeapPad Explorer, Let's Rock Elmo, Milky the Bunny, Monster High Lagoona's Hydration Station, Moshling Tree House, Nerf Vortex Nitron Blaster, Ninjago Fire Temple from Lego, and the Star Wars Ultimate Force Tech Lightsaber Assortment.

After the announcement, the Toronto Star's headline read: Is a pooping dog this year's hottest Christmas toy?

My question exactly. We'll know the answer before long.

Retailers ready for Christmas

Now that Halloween is over, all the major retailers are getting ready for the all-important yearend selling season with all kinds of holiday campaigns and product ranges online.

• Marks & Spencer, for example, has created a microsite for Christmas shoppers that includes a gift finder, party planner, and 'size detective' (that e-mails gift recipients to check on sizes).
• Tesco has its own Christmas pages, complete with wine by the case and special credit offers to 'spread the cost of Christmas' with 0% interest for 13 months.
• Selfridges has a Christmas site that features gift ideas for him, her and kids, plus decorations, foods and traditional hampers.
• Harrods offers 29 Christmas hampers on its special holiday pages, plus links to the holiday toy catalogue and more.
• Harvey Nichols is also featuring Christmas hampers, 30 that include either Coca-Cola or other brands.
• John Lewis has a set of Christmas Web pages selling seasonal decorations and home goods, gifts (segmented 8 ways by gender/age/family relation) and other holiday offerings.

Later in the month I'll look more closely at holiday marketing by UK retailers. Let the shopping begin!

Must-Have Toys for the Holidays 2009

The Telegraph asked its reporters to find the must-have toys of this year's holiday season. They came back with this video. I don't know whether kids will agree with their choices, but the reporters are definitely having fun.

The Toy Retailers Association released its own list...with some new toys that update last year's Bakugan craze as well as toys linked to movies like Transformers 2.

Toy News reported on what Toys 'R' Us thinks will be its top 2009 holiday best-sellers. No surprise, Bakugan is on the list.

On the Argos Top 10 list are a LEGO toy, a Transformers 2 toy and Lulu My Cuddlin' Kitten. Only 50 shopping days left. Then we'll see which toys really topped the lists.