Recently, the latest collaboration between McDonald's and Pokémon has caused a stir. And just a few months ago, KFC's "Da Duck" was also out of stock. What is the reason behind this?
This kind of food tying toy is considered a kind of "candy toy", and now the popularity of "candied toy" on social platforms is rising. The status of "food" and "play" has changed. Compared with toys, food has become a "side dish".
According to data released by Zhiyan Consulting, the candy toy market has grown steadily in recent years. Among them, the sales of candy toy and the number of buyers increased significantly from 2017 to 2019, and the majority of young consumers after 95. They pay more attention to the playfulness and fun of snacks.
With the accelerated pace of life, Candy Play may be the most suitable stress relief tool for young people, and can stimulate their creativity.
Furthermore, this behavior of buying food and giving away toys makes consumers feel that they have made a profit. "Cost-effective", "practical" and "super value" are repeatedly mentioned by young people. Who can't buy two items for one dollar?
But there are also quite a few consumers who buy formal clothes for gifts simply because they like the gift very much.
In the mentality that if they miss this wave, there will be no more, many consumers will decisively place orders. After all, the uncertainty is too great, and people generally care more about instant happiness, so they don’t want to miss their favorite.
In fact, many people have "collection obsessive-compulsive disorder". There is a saying in psychology: In ancient times, in order to survive, human beings must keep collecting survival materials. So the human brain has evolved an incentive mechanism: collecting will give people a sense of happiness and satisfaction. After the collection is over, this satisfaction will fade away, prompting you to continue to invest in the next round of collection.
Today, many businesses are constantly looking for a happy connection point with consumers in creative toys and IP inspiration. But while pursuing happiness, we need to think more: how to balance "eating" and "playing"?
Post time: Sep-05-2022
