The Impact of YouTube and Skibidi Toilets on the Christmas Toy Market | Advertisement

LLetters to Santa used to be filled with ideas from Argos catalogs and children’s TV ads, but for today’s kids who have grown up ‘swiping and streaming’, YouTube is now the main source of influence. This shift is evident in this year’s Christmas wish list, with some children asking for plastic toilets.

The holiday season is a critical time for the toy industry, with consumers spending approximately £900 million, a quarter of the annual sales, on dolls, games, and action figures.

Despite the high stakes, this year’s sales could fall short without a significant last-minute surge. Current data from Sarkana shows that spending is about 5% lower compared to 2023.

Reaching today’s kids in bulk has become a challenge, with traditional broadcast TV campaigns struggling to reach more than 30% of the targeted child audience. In contrast, over 80% of children aged 4 to 9 regularly access YouTube, and more than 70% play games, as reported by research firm Childwise.

Melissa Simmons, executive director of British toy company Circana, notes the shift from traditional TV advertising to digital platforms, saying that YouTube has become an integral part of children’s daily lives.

While online video sharing platforms like YouTube are increasingly seen as alternatives to traditional children’s television, the two mediums are converging. Many children’s favorite shows are now distributed on YouTube, blurring the line between television and online content.

As children spend more time watching videos online, toy manufacturers have adapted their strategies to align with these shifts. They now collaborate with popular online creators and integrate merchandising plans from the outset.

PAW Patrol maker Spin Master has launched Unicorn Academy, which is more of a “complete franchise ecosystem” than a TV show. Photo: Reuters

Spin Master’s Unicorn Academy is an example of this trend, with a multi-platform approach that includes movies, series, and toy lines to create a comprehensive franchise ecosystem.

Rachel Simpson Jones, editor of Toy World magazine, highlights the importance of storytelling and character-driven content in successful toy lines, reflecting children’s expectations shaped by their consumption of various forms of digital content.

YouTube, alongside other tech giants like Google, holds significant influence over children’s preferences, as noted by the Toy Retailers Association. Major toy brands are now leveraging YouTube channels to connect with young audiences and create engaging content.

In this digital landscape, trends can quickly emerge and shape the toy industry. Brands need to adapt rapidly to meet changing consumer preferences and capitalize on online platforms to reach their target audience.

With children’s tastes evolving rapidly, retailers face challenges in predicting which products will resonate with young consumers. The dynamic nature of children’s preferences, influenced by online trends, poses a constant challenge to the toy industry.

Source: www.theguardian.com

The Skibidi Toilet: Exploring the Bizarre and Viral YouTube Series

Alex, I read a headline that read: Russian police force investigation into YouTube's famous 'Skibidi Toilet' series. What does it mean as a set of words?

Bull Skibiddy Dop Dop Yes, yes, Steph. Skibbidi dobbidi dib dib.

I think that explains a lot in itself.

Thank you, I hate it. However, he has 135 million (!) views, so more information is needed.

Are you okay. “Skibidi Toilet” is an ongoing YouTube animated web series by Georgian content creator Alexei Gerasimov. Since launching in February, his YouTube channel his DaFuq!?Boom! is currently just outside the top 100 of his YouTube channels in the world by number of subscribers. There are currently over 70 episodes, with new videos uploaded every few days, but as the length and quality of production has increased, the period between new episodes has grown longer.

Skibidi Toilet's popularity is primarily driven by kids 13 and under, and it's the first meme to bemoan Gen Z being too old to understand. The fact that most of Skibidi Toilet's fans are young, combined with the show's disturbing aesthetic and violence, has led to a new wave of moral panic about how the internet is poisoning children's brains. It is an excellent material.

Parenting website and TikTok influencerIndonesia in particular has already warned of the clear dangers of “skibidi toilet syndrome”, and Russian authorities are also getting involved.

Skibidi Toilet Syndrome ???? What are the symptoms? please tell me.

It is not yet recognized by DSM-V. This is an umbrella term that describes what parents believe about the behavior their children exhibit after watching the show. Parents have recorded their children becoming 'obsessed' with the Skibidi Toilet. upset or angry after viewing has been restricted or prohibited; or Sits in a basket or box and acts like a skividi pottywhich seems more cute than scary, but what do I know?

Moscow police learn about father's case asked the authorities The purpose is to investigate whether the video is having a negative impact on children.Russian lawmakers are especially likely to look for signs of moral decline in internet culture – in 2015 the State Duma said laws passed Memes that mock or satirize public figures are prohibited.

What is the show actually about?

The first few episodes depict a city and its inhabitants being steadily taken over by Skibidi Toilet. Skibidi Toilet is a scary animated head that lives in a toilet and sings a mashup of Timbaland's “Give It to Me” and Visser King's “Dom Dom Yes Yes” . Cameraheads (the series' main characters, well-dressed men with head surveillance cameras) emerge as an underground resistance movement. It soon becomes an all-out war between both increasingly powerful and destructive sides.

Oddly enough, I found myself drawn into the world of Skibidi Toilet.A clear story is unfolding There are plot twists, betrayals, humor, murderous action scenes, and some moments that probably felt more than I expected..

You mentioned “a new moral panic about how the internet is harming children's brains.” Do you feel like something like this happens once every few months?

Harsh stories about how the Internet turns children into psychopaths have become recurring themes in the modern news cycle.In recent years, social media has been accused of putting children and teens at risk. eat laundry detergent, steal items from their school, and develop symptoms About Tourette syndrome.

There's also a political element. Far-right politicians in the United States and elsewhere have made ridiculous claims that TikTok is brainwashing children into questioning their sexual and gender identities, supporting Hamas, and feeding child sex traffickers. We are raising funds and running a campaign.

None of this is new. Millennials will remember clutching their pearls at strange internet ephemera such as: slender man And as a larger cultural indicator, grand theft auto video game series. This isn't to say there isn't some of his content online that children should be protected from, such as a disturbing pirated YouTube video of Peppa Pig being beaten at the dentist. But if all the content that caused a moral panic had any value, the world's children using the internet would have become children of the corn a long time ago.

So what's the verdict on Skibidi Toilet?

It's kind of fun! There are certainly parts that young children might find scary (many episodes end with Skibidi Toilet charging towards the camera), but once you get past the red-eyed toilet monster, there's a lot of talk surrounding it. Much less creepy than that. I was able to become one.

Either way, much of the best children's entertainment is weird and dark. Roald Dahl's books are full of murderous school principals and children who are mutilated in comedic ways. Hansel and Gretel had to push the witch into the oven. If you're worried about your child suddenly acting like a singing potty, take a look at Skibidi Potty together. You may even feel guilty.

Source: www.theguardian.com