The Wrap Up | Holiday Toy Spend Surges Despite Looming Price Hikes

The Wrap Up

This week, here’s what’s happening in the world of gifting commerce:
- Toy sales up 6%—kidults and puzzles lead rebound
- AI-powered Jurassic World adventure turns gift cards into experiences
- Artisan chocolatier Esther Price courts B2B budgets with tiered holiday boxes
- Vogue’s fall bags swap micro sizes for practical nostalgia

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

EXPERIENTIAL MARKETING
Adventurous AI Experiences: Prezzee X Universal Pictures Activation
Prezzee’s Jurassic World ‘Magical Moments’ campaign drops users into a generative-AI mission, fusing gift cards with cinematic IP and influencer seeding. The move shows how immersive storytelling can convert one-click digital gifts into emotionally sticky brand assets.

TRADE SHOW SUMMARY
Gifts World Expo 2025 Concludes Successfully with Impressive Attendance and Business Interaction
Gifts World Expo 2025 saw 35,822 attendees, highlighting strong business interactions and industry growth, crucial for marketers targeting the taste for differentiated gifting segments such as electronics and sustainable products.

TOY INDUSTRY
US Toy Industry ‘Showing Strength’ While Consumers Await Price Hikes
Circana reports U.S. toy sales rose 6% in H1 2025, with games and puzzles up 39% as kidults fuel demand. The rebound shows discretionary resilience even as higher prices loom, guiding Q4 inventory and licensing bets for brands targeting holiday growth.

⚡QUICK READS

Esther Price Corporate Gifting Program Launches: Tiered artisan-chocolate boxes give B2B marketers a turnkey holiday appreciation play. (More)

Today Lists Top Gifts For Six-Year-Olds: STEM kits and cooperative games top the 2025 guide—early signals for seasonal targeting. (More)

Vogue Unveils Fall 2025 Handbag Trends: Roomy suede top-handles and Y2K revivals suggest practical nostalgia is the new luxury cue. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division