For years, the toy industry had sales that flat lined at 22billion, but recently a new trend have started to influence the market. Young Youtube reviewers have started making tremendous impact on consumer choice, for they can connect with other children on a peer-to-peer basis. It is not surprising that toy companies have started to reach out to these bloggers. I can see that by having these new relations, businesses are able to gain access to information that will help them better address the needs of the market. As a market-oriented industry, it is important for companies to be aware of changing demand and consumer preferences.

Certain companies such as Spin Master have already reported a sales boost from using Evan’s (an 8-year-old toy reviewer) Youtube platform. Although there is benefit from a venture like this, I believe that it should be used wisely. By having access to such a personalized advertising space, companies need to choose carefully which products to promote. I find it fascinating to see that children as young as 8 are entering the world of business; they have enormous influence on demand in a way that would not be possible 10 years ago. As a result, traditional advertising spaces like television are not as effective as they used to be. This story confirms my belief that consumers trust the word of other people more than from the companies themselves. What is happening between these Youtubers and businesses is not anything new, but a repeat of what is already happening amongst the older generations. It seems that word of mouth is a powerful tool, no matter the age bracket.

http://www.theglobeandmail.com/technology/gadgets-and-gear/the-new-toy-trendsetters-youtubes-child-stars/article21457129/