Fisher-Price has its sights set on millennial moms this holiday season.
The Mattel-owned toy brand, which targets infants up to age five years old, says moms born between 1982 and 1994 have become an important target. And because they're more social and more digitally savvy, Fisher-Price has reworked its holiday plans, increasing its digital media spend by 50%.
"We know we need to reach her in this digital space. And we also know this is the time of year millennial moms are doing a ton of research," said Lisa McKnight, Mattel's senior VP-marketing for North America. "They want to make informed decisions when they make their purchases."
Ms. McKnight declined to share specific spending figures, but according to Kantar Media, the brand spends about $60 million on measured media annually during the fourth quarter.