5 minute read
Opinion - Generation Media
From screen to shelf
For companies looking to stay relevant and competitive in an ever-evolving market, Cal looks at how mobile gaming is transforming toy marketing.
In today’s digital-first world, mobile gaming isn’t just a pastime - it’s shaping how kids play and how parents’ shop. This year, Ofcom (2025) reports that over half of UK children aged 4–9 have played games on mobile devices, from smartphones to tablets - often with parents joining in or keeping a watchful eye.
For toy brands, this is more than a trend - it’s a game-changer. Mobile and tablet gaming are now essential touchpoints for building brand awareness, driving engagement and influencing purchase decisions. Leading brands are embedding themselves in the gaming ecosystem, meeting families right where they play.
As we head into the all-important final quarter, here’s why gaming needs to be a winning move in the media mix.
The new playground
Today, children are more likely to discover their next must-have toy while navigating new game worlds, unlocking in-game items, or watching influencers on platforms connected to mobile gaming. Games like Roblox, Minecraft and My Talking Tom seamlessly blend gameplay with brand exposure, enabling kids to engage with characters and storylines that are often linked directly to physical toys. For toy manufacturers, this shift opens up an exciting new territory. Mobile games are interactive, story-driven and immersive environments that can introduce toys in a way that feels organic rather than overtly commercial. In-app experiences can mirror real-life toy features unlike never before, creating a two-way relationship: the game drives toy interest, and the toy extends the game into the physical world.
Parent-approved advertising
Parents are increasingly seen now as co-gamers or gatekeepers when it comes to mobile apps and games, especially those aimed at younger children. As such, trust and transparency have become critical for mobile toy marketing. Mobile games allow parents to observe, participate and even influence the content their children engage with.
Smart toy brands are taking advantage of this. Some mobile games now include educational or co-play features that appeal to parents’ desire for screen time to have meaningful value. This alignment of entertainment and parental approval is key to driving purchases: when a toy is introduced in a game that fosters creativity, problem-solving, or social skills, parents are more likely to see it as a worthwhile investment. It also allows toy brands to authentically highlight a toy’s most exciting features within a highly engaging mobile environment, creating a sense of FOMO that drives desire for the real-life product.
Bridging the physical and digital worlds
One of the most effective strategies in recent years has been the integration of physical toys with mobile game content. This “phygital” approach combines the physical product with the digital experience and has been adopted by major players like Lego and Mattel. By scanning QR codes, using NFC tags, or unlocking digital characters with toy purchases, kids get an enhanced, ongoing experience that makes the toy more than just a standalone item. This creates powerful feedback loops, raises brand awareness and builds excitement. A child may encounter a character or toy line in a mobile game, develop an emotional connection through gameplay and then request the physical version. Once the toy is in hand, new mobile content is unlocked, deepening engagement. This cycle keeps the toy top-of-mind for both kids and parents while reinforcing brand loyalty.
Brands are working directly with developers and influencers to create branded mini-games, challenges, or even full in-game events tied to toy launches. For example, launching a new doll or action figure line inside a custom-built Roblox world, allows kids to explore and interact with the product before it's even available on shelves, resulting in anticipation, excitement and direct demand from the child to the parent.
Data-driven marketing that respects privacy
Mobile gaming also allows for smarter marketing through anonymised user data, giving toy brands insights into what themes, play patterns and styles resonate most with young audiences. This helps refine product design, tailor marketing messages and even influence future game development. It is crucial for brands to prioritise compliance with regulations like COPPA (Children’s Online Privacy Protection Act) and GDPR-K (General Data Protection Regulation for Kids). Parents value brands that respect privacy and prioritise safe, age-appropriate play. Getting this balance right, strengthens trust, long-term loyalty and brand perception.
A tool for toy discovery
Finally, mobile gaming serves as a discovery platform, not just for new toys, but for entire toy ecosystems. Whether it’s uncovering a line of mystery plushies through a puzzle game or seeing the new character of their favourite TV series featured as a physical toy for the first time, these digital experiences extend the shelf space beyond retail displays.
For smaller or emerging toy brands, mobile games also provide a lower-cost, high-impact way to compete with bigger players. Partnering with indie developers or using ad networks focused on child-friendly content can help even niche toys find their way into kids’ hands.
Mobile gaming isn’t just a digital distraction, it’s a highly influential space where toy preferences are formed, parent-child conversations are sparked and brand narratives are brought to life. For toy companies looking to stay relevant and competitive in an ever-evolving market, investing in mobile game integration isn’t just smart, it’s essential.
By leveraging the immersive, interactive nature of mobile games, toy marketers can meet families where they already are, on their devices and turn virtual play into real-world delight.
