Right Brain, Left Brain Blog

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10 posts from July 2017

07 July 2017

Toys and gender: What’s a brand to do?

The issue of gender-neutral advertising is a very tricky one for the toy industry. For every seemingly positive story about Hamley’s and other retailers ditching the gender distinction of “girl toy” and “boy toy” aisles another counter-outrage whips up about sexist categorisation in Subway kids’ meal bags (action figures for boys, pretty wristbands for girls) or the Early Learning Centre promoting regressive play stereotypes (boys as rescuing knights, girls the rescued princesses).

In an age of alternative facts and media sensationalism it is difficult to divine actual “outrage” from manufactured versions. For every lobbying group like “Let Toys Be Toys” there is plenty of anecdotal evidence from parents who simply don’t see the issue or feel it is one to get animated about.

As a result, it is not difficult to feel sympathy for toy companies who are dammed if they do and dammed if they don’t – particularly with historical intellectual properties. When Hasbro bought out the first wave of Stars Wars toys from “The Force Awakens” movie it was hit by a #WheresRey Twitter campaign (protesting the seeming absence of a leading female character from the movie in the toy line). Given levels of hype and movie secrecy issues, not to mention toy production lead times, it’s reasonable to assume licensee toymakers may not have full access to storylines or cannot predict with absolute certainty which characters will be popular and have a life in the toy market.

Continue reading "Toys and gender: What’s a brand to do?" »

04 July 2017

What every brand needs to know about VR and AR [infographic]

Vr ar

With virtual reality (VR) and augmented reality (AR) tipped to be the breakthrough digital technology trends of the year, if you don't yet fully understand how the technology can be applied to your business, then it's time for a quick lesson. 

Thanks to the folks over at MDG Advertising, the infographic below 'Virtual and Augmented Reality: What brands need to know' gives you a quick snapshot with all the info you need to know about these new technologies, their differences and how they can be applied to marketing to engage consumers.  

Check out the full infographic here:

Continue reading "What every brand needs to know about VR and AR [infographic]" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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