Marketers eyeing the booming collectibles space
should look past fleeting trends and focus instead on fandoms, emotional resonance, and community, according to Dentsu’s “Collectible Culture: Fandoms Over Trends” report.
Why It Matters For
Brands
The study of 400 U.S. toy collectors found that emotional equity, not resale value, drives collecting …
Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members.