Timeless toys and new audiences: how Kids Corp connects generations through iconic successes

The most iconic toys hold a unique power: they not only entertain but also become symbols that accompany kids in their early years, leaving a lasting imprint on their development and creativity. Products like Tamagotchi, Littlest Pet Shop, and the Rubik’s Cube have transcended generations, accompanying kids and teens through key moments of growth. With Kids Corp’s support, these brands continue to capture the attention of kids and teens, preserving the essence that made them favorites of past generations.

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In the digital era, technological innovation combined with nostalgia enables these legacy products to adapt to modern times without losing their essence. Brands can emotionally connect with new audiences through immersive experiences tailored to contemporary platforms. Leveraging its innovative technologies and platforms, Kids Corp has worked closely with these toys to position them within the U18 segment across various LATAM countries, maintaining their relevance and reigniting interest.

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Implementation

Tamagotchi, one of the first electronic devices to captivate kids in the 1990s, has made a strong comeback with today’s audiences. While the play incidence of these toys in LATAM grew by 7%* between 2023 and 2024, the challenge has been turning this interest into sales. Kids Corp helped the brand establish itself in different regional markets, where kids from mid-to-high socioeconomic levels lead the use of these toys. The integration of Tamagotchi into popular YouTube formats, such as challenges and music videos, has been key to maintaining its relevance.

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Meanwhile, Littlest Pet Shop successfully returned on YouTube, appealing to both young audiences and its long-time fans. In Mexico, for instance, 5 out of 10 girls* collect toys, with animal figurines being their favorite category. Kids Corp’s strategy helped adapt its content to current interests, including digital content from influencers and challenges, effectively connecting with the segment.

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One timeless toy is the Rubik’s Cube, which celebrated its 50th anniversary this year. This classic continues to captivate and challenge kids and teens seeking intellectual puzzles, preserving its legacy of ingenuity with the new audience.

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Highlights

On YouTube, 7 out of 10 girls viewed Tamagotchi’s advertising videos, achieving a 70.15% VTR across branded videos and interactive formats. This significantly strengthened purchase intent, especially among girls and teens.

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For Littlest Pet Shop, YouTube ads reached a 72.92% VTR, while carousel ads generated a 5.17% engagement rate, attracting new followers and reinforcing brand affinity among existing fans.

Lastly, Rubik’s Cube stood out with YouTube in-stream ads, achieving a 79.31% VTR, and carousel ads that delivered a 5% engagement rate, solidifying its place as one of the most desired toys for intellectually curious kids and teens.

Conclusions

Kids Corp has demonstrated that reconnecting these products with new generations through emotional engagement is a powerful strategy. Through modern platforms and content tailored to digital interests, we have helped iconic toys remain relevant.

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This approach allows brands not only to attract new audiences but also to reconnect with long-time fans, creating bridges between past and present. It ensures that toys that defined an era continue to hold a special place in the hearts of younger audiences.

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