tms’ Director of Strategy shares how collectibles build brand fandom for Campaign UK
Collectibles are a powerful marketing tool for brands to build lasting fandom. For Campaign UK’s, “Comfort and joy: collectibles have moved from fad to fundamental marketing,” tms’ Strategy Director, Tasmina Chhugani, explores the rising trend.
In the article, Tasmina shares how collectible products have become a key marketing tactic, fueled by a rising number of grown-up collectors, also known as “kidults”.
From Labubus and bag charms to Happy Meal toys, collectibles have become a fundamental marketing tool. Their power lies in the fact that they tap into something deeper than a trend: our need for comfort and joy. People are looking for reassurance, play and a sense of belonging. Brands that understand this are using collectibles to build fandoms, not just to sell products.
Today’s consumers are looking for products that spark nostalgia, giving brands the opportunity to connect with audiences on a deeper emotional level.
With extensive experience creating collectibles for major brands like McDonald’s Happy Meal toys and Starbucks drinkware, tms helps turn products into opportunities for consumer engagement and fandom.
Read more on Campaign UK.
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