MediaRadar's 12 Ads of Christmas: 7 Kids a-Playing (#7 is Our Favorite!)

We’ve almost reached the halfway point in our 12 Ads of Christmas series!

In our previous posts, we highlighted ads for cars, credit cards, mattresses, shoes, and razors.

So far, MediaRadar’s version of “The Twelve Days of Christmas” went a little something like this:

“On the twelfth day of Christmas, MediaRadar sent to me,

12 Engines Humming,

11 Cards a-Swiping,

10 Sleepers Sleeping,

9 Shoes a-Sneaking,

8 Hairs a-Trimming…”_

In the original song, the subsequent verse would be “Seven Swans a-Swimming.” But, in our rendition, the line refers to toy ads and is properly titled “7 Kids a-Playing.”

Here are the seven ads that are as fun as the toys they’re selling:

1. Hess Toys – “The 2018 Hess RV with ATV and Motorbike!”

Every year during the holiday season, Hess celebrates the same tradition – the release of a new toy vehicle! This year, the brand showcased a three-in-one toy. The ad’s action-packed race started with a Hess RV carrying both a Hess ATV and motorcycle and ended with the two smaller vehicles traveling across multiple terrains towards the finish line. During the event, young carolers dressed as elves sang. Even Mr. and Mrs. Claus made an appearance, clothed in matching racing suits!

Hess spent over $16 million on TV ads during quarter four (Q4) of last year. During the same time this year, the brand spent around $15 million.

2. Hot Wheels – “Monster Trucks”

We all know the common phrase, “Go big or go home,” but what if you could go big and go home for the holidays? Well, with Hot Wheels, you can!

This Hot Wheels ad is full of “big tires, big smashing and crashing, and a big variety of monster trucks.” And all the play can happen at home.

The brand spent over $10 million on TV ads between October and November 2017. Hot Wheels is on track to spend slightly more during the same time period this year.

3. NERF – “N-Strike Elite Infinus”

For nearly fifty years, the NERF gun has been a mainstay for the toy industry.

Much like the Hess trucks, this toy is back, and better than ever. It’s “the most technically-advanced blaster from NERF, featuring speed-load technology for easy loading (30 dart capacity drum) and faster re-loading on the run.”

This ad has different children running around, smiling wide and shooting their toy NERF guns at each other in a fantasy battle scene.

Regardless of how you play, the most important part is to share in the fun. Gifts come in many forms, so this holiday season, be sure to spread joy and silliness amongst family and friends.

NERF spent over $6 million on TV ads during Q4 2017. It already spent more during Q4 this year.

4. Fisher-Price – “Laugh and Learn Smart Learning Home”

Are you going home for the holidays? We hope so!

Being in their own house tends to make people, especially babies, feel safer and happier and more open to learning and growing.

This ad showcases The Smart Learning Home from Fisher-Price. The toy has these changing learning levels that teach children things like colors and numbers as they explore more and more.

Between October and November 2017, Fisher-Price spent $32 million on TV ads. During the same time this year, the brand is expected to spend the same amount.

5. Hasbro – “FurReal Friends – ‘FurReal Ricky, The Trick-Lovin’ Pup'”

This Hasbro ad shows multiple children receiving a present … FurReal Ricky, The Trick-Lovin’ Pup!

Not only does this commercial relate to the holidays in terms of receiving gifts, it also presents this freedom of imagination. Children can reward the cute dog with treats, return his loving licks, and pick up after him.

It probably also relieves parents for the holidays, who cannot afford or care for a real puppy!

Hasbro spent over $50 million on TV ads last year between October and November 2017. The brand is on track to spend that same amount this year.

6. Barbie – “Dreamhouse”

Similar to the Fisher-Price ad, this Barbie commercial also brings up the idea of “home for the holidays.”

It may be Barbie’s home, but it’s still a house and “everyone can come over.” There’s a pool, an elevator, and even a slide inside!

Barbie spent more than $75 million on TV ads last year during Q4 2017 and the brand is on pace to spend the same amount this year.

7. Lego – “This is not a Brick. It’s their wildest wishes.”

In this Lego ad, a number of parents are gifting their child a present (possibly for the holidays).

After opening the box and studying, wide-eyed, their Lego toy, the children’s imaginations are let loose.

Each child takes their parents and us as viewers on the wild adventure happening in their minds. One red-headed boy envisions flying a police car with his mother while another girl takes her father in a speedy rocket around the city. A second girl starts a go-cart race against her grandmother and another boy visualizes a monster and space-traveling dog.

Whether a police car, rocket, go-cart, monster, or anything in between, all of the ideas in the ad have one thing in common – big, big, big. Regardless of shape or color, each creation would surely be enormous because a child’s imagination is boundless.

Between October and November 2017, Lego spent over $23 million on TV ads. The brand expects to surpass $23 million this year, having already hit that number.

Parents can give children a lot more than play time when handing them toys for the holidays. A happy, healthy, laughter-filled holiday is the greatest thing any parent could ever give them.

Tune into our next post to see MediaRadar’s version of “Six Geese a-Laying!

All Q4 2018 predictions are made by comparing October/November spend YoY