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The importance of classics

Emili Alsina, Director, Ediciones Just

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One of the trends we are seeing in all sectors is a return to classics: products, aesthetics and lifelong brands are always in fashion, because they transmit values that they have earned over decades of work and success. In addition, consumers already know them, so companies do not need a heavy investment in marketing and advertising.

In sectors aimed at children, this return to classics has an additional advantage: parents, and even grandparents, know these characters or toys, and remember them from when they were children. This means that the feelings they evoke are positive, as they bring to mind moments of play and fun.

All this helps to explain that in the current difficult times, toys and licenses as Playmobil, Teenage Mutant Ninja Turtles, and Star Wars, to name a few, are solidly maintained or recovered, trusting in a positive impact. Regarding childcare brands, it is true that we do not remember the bottle or the pram that we used as babies, but it is also true that all consumers know brands placed in a leadership position for years, therefore inspiring confidence in their quality.

Of course, this does not mean that companies should continually do the same things. These classic ideas have worked because they are good and useful, but also because there is an ongoing work of innovation and constant renewal, perhaps more discreet than other products, but essential to adapt these perennial concepts to current tastes and trends.

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