2025 marked a turning point for the toy industry. With advertising costs rising sharply—especially on YouTube (+45% in Q4) and apps (+13%)—greater pressure to deliver results, and increasingly fragmented U18 audiences, the category faced an urgent challenge: invest with less waste and far greater precision.
In this context, Kidscorp took on a defining role: leading the transition toward a media model designed around how U18 audiences consume, decide, and buy—not how adults buy.
Understanding U18 audiences and the toy industry: in Toys, the child decides
Based on historical data analysis and insights from the Shopper & Brand Tracking Toys 2024 study, we identified patterns that redefine purchasing dynamics:
- 83% of toys purchased were directly requested by the child.
- 67% of children were present at the moment of purchase.
- 40% made the final decision.
- Only 11% of purchases were decided solely by parents.
- And 100% were satisfied with the toy they received.
Insight: the true spending decision-maker is the child. Desire, characters, and constant exposure drive the purchase.
The open ecosystem problem vs. the Kidscorp model
Effectiveness tests on open platforms revealed critical challenges for U18 audiences: high waste, inflated CPMs, and low real visibility. This level of inefficiency shows that open ecosystems were not built to segment minors—and explains why the Toys category pays up to 2x more for the same reach under fixed-buy models.
Unlike these platforms, Kidscorp DSP operates with a buying model built from the ground up for under-18 audiences. Through dynamic pricing and real-time optimization, every impression is adjusted based on:
- Real environment quality
- U18 behavior
- Key demand moments
- Category-specific benchmarks
- Relevant, curated, and safe inventory for kids & teens
(200K apps + 200K YouTube channels)
Additionally, it enables reach to 70% of the connected U18 population in Mexico, with full control over frequency, affinity, and behavioral segmentation.
Open ecosystem
- High investment waste
- CPM inflated by general demand
- Low real U18 visibility
- Reactive buying tied to seasonal peaks
Kidscorp DSP
- Direct impact on the real decision-maker
- Stable, controlled pricing
- Always-on strategy viable year-round
- Greater U18 reach with the same budget
But the value goes beyond technology. Kidscorp supports brands with industry benchmarks, protection against demand spikes, and proactive decision-making that safeguards investment during the most critical moments of the year.
Results that redefine benchmarks
Across Toys industry campaigns in 2025, the dynamic model delivered:
- 27% average savings vs. planned CPM
- +30% additional impressions, maximizing reach without increasing investment
- 94% average VTR, by buying relevant inventory and reducing cost per completed view
Seasonality analysis confirmed that dynamic pricing is not only more efficient, but also more stable:
- 45% lower costs on YouTube
- Up to 2x higher efficiency on apps
- Protection against demand spikes (Q1 and Q4)
- Sustainable always-on strategy, regardless of seasonality
- Higher volume where it matters: real U18 inventory
- Investment protection during critical category moments
What this really means for the industry
Efficiency is not the end goal—it’s the enabler. In an industry where the child decides, what truly matters is what the dynamic model makes possible:
More exposure at the moment desire is created
Children ask for what they see. If a brand is not present at the “discovery moment”—YouTube, apps, games, character-driven content—it simply doesn’t exist in the child’s mind.Greater Share of Attention (SOA) in a fragmented ecosystem
Every dollar saved is reinvested into real child-focused inventory. More inventory means sustained presence—and a higher chance of becoming the brand the child chooses to ask for.Incremental awareness
The +30% additional impressions are not just a volume KPI—they translate into greater reach, stronger top-of-mind presence, and higher recall among U18 audiences.Continuous brand building (true Always On)
Dynamic pricing enables what was previously unaffordable: being present all year long, not just during peak seasons.Natural engagement through relevant and safe content
Buying inventory designed for kids and teens doesn’t just reduce waste—it increases the likelihood of completed views, interaction, and genuine connection with content.
Investing in U18 with precision reduces waste and multiplies the real value of every dollar spent.
Conclusion: Efficiency as a competitive advantage
In an industry where the child decides, efficiency is not about spending less—it’s about being present where desire is born. Kidscorp redefines efficiency as a holistic strategy grounded in data, behavior, technology, and a deep understanding of the child journey. It doesn’t just optimize budgets—it transforms how toy brands grow, building real and sustained relevance among U18 audiences.
