When it comes to selling toys, you can’t just list a load of features. The real sales come from storytelling.
But how does storytelling in toy marketing help you make those sales?
And do you really need to do it?
Why storytelling matters for toy brands
Anyone can list features.
It’s boring.
It’s not gonna make anyone want to buy and play with anything.
But a compelling story?
Well, that’s gonna make kids want to pick up a toy again and again. And reassure parents that it’ll engage their children’s imagination and help them learn and grow.
So, if you’re asking yourself:
“What are the benefits of creating toy marketing stories?”
By building a world around a toy, you help kids to imagine and create their own magical worlds. The more they love your toys, the more they’ll want to buy your next one.
The result?
Brand loyalty.
*mic drop*
6 tips for creating compelling toy stories
So, how do you create red-hot story and marketing strategies for your toy brand?
Follow these six fab tips:
One. Create unique toy personalities
To create a character kids connect with, you’ve got to start with a strong personality and a relatable backstory.
Why is character development important in storytelling for children’s toys?
Because a toy with a clear personality is more than a toy—it’s a friend, like Woody was to Andy in Toy Story.
Whether your toy is a cowboy, space ranger or dinosaur, giving it a character helps children invent their own stories.
Two. Create a world for your toy brand
That’s right, your brand, not just your actual toys.
Some of the most successful brands use storytelling to build an entire world for their toys.
What are the benefits of creating an immersive world?
Well, when all your toys belong to the same “universe“, it gives kids a reason to collect more toys to complete the set and invent new adventures.
A great example of this is how Lego has created worlds like Ninjago.
Three. Incorporate visual storytelling
Children are visual learners, so how can toy brands use visual storytelling to boost product appeal?
By using:
- Videos
- Animations
- Interactive websites
They capture attention and spark excitement.
Imagine a superhero toy with a short animated clip showing their powers or an educational kit with step-by-step play-along videos.
Visual storytelling in toy marketing doesn’t just show kids what it does; it helps them see what they could do with it.
For more marketing tips, check out 5 social media strategies for toy brands.
Four. Encourage kids to join the story
Want to engage kids fully?
Then let them add their twist to your brand’s story.
Toy brands can turn children into storytellers by creating “build-your-own-story” kits or offering printable adventure guides.
When kids have a chance to personalise a toy’s story, they form a stronger bond with it.
Interactive storytelling isn’t just fun—it’s a way for kids to feel that the toy is truly theirs.
Five. Connect with parents with relatable themes
Parents love it when toy brands promote themes like teamwork, creativity or learning.
When parents see a brand promoting positive values, they’re more likely to come back and buy again.
If your toy is rooted in nostalgia or educational benefits, share those stories to connect with parents.
For more tips, read How to market to parents: 7 playful yet powerful strategies.
Six. Keep it simple, playful and fun
To ensure that storytelling in toy marketing resonates with kids, keep it simple!
Fun and easy-to-follow stories appeal most to children, who are at the heart of this type of storytelling.
Avoid complex plots and opt for playful language.
Check out a range of dinosaur toy product descriptions I did.
Ready to use storytelling in your toy marketing?
Then move away from listing a load of features and start making your toy product descriptions tell a story that builds excitement.
You’ll stand a much better chance of selling more toys and games.
Words not your thing?
Then work with a toy brand copywriter like me.
I’ve worked with some top kid’s brands like Beano and Jurassic World.
So, if you think I’m right for you, email matt@indeliblethink.co.uk or let’s chat by completing my contact form.
You’ve got a friend in me.
Until then,
Matt
PS. If you want to up your children’s toy marketing in the lead-up to Christmas, feast your eyes on this: How to increase toy sales before Christmas.
