This article was provided by Blue Plate Media Services, a Toy Association affiliate member and service provider to the toy industry. For information on Blue Plate Media Services, email info@bpmsagency.com or call (908) 918-0202.

by David Becker, president, Blue Plate Media Services

For marketers in the mom, kid, and family space, navigating challenges and market volatility can feel like steering through a storm without a map. But sitting still and waiting for the skies to clear isn’t a strategy; it’s a risk. In today’s environment, the most effective marketers are the ones who keep moving forward with intention, strategy, and flexibility to deliver their clients’ needs.

One of the biggest mistakes you can make is doing nothing. Hoping conditions will improve or waiting for a crisis to pass often leads to missed opportunities and losing valuable time. Dwelling on challenges caused by external forces (i.e. tariffs, politics, or supply chain disruptions) instead of seeking solutions can leave your brand stuck while others move ahead. Remember: Action always speaks louder than excuses.

Marketers must reinforce their value to retail partners. Show up with solutions, not complaints. Retailers want to know they can count on you to drive sales with smart, supportive campaigns that go beyond the basics. When others are pulling back, marketers who stay committed, collaborative, and creative stand out.

Unpredictable conditions also create opportunity. As some brands reduce their presence, others can step in and gain share, but only if they’re visible. That means doubling down on what’s working. Focus your resources on a few key SKUs and support them with strong, strategic media. Spreading your budget across too many products may dilute your efforts and weaken results.

Precision matters. Build lean, responsive media plans that can be adjusted in real time based on performance. Avoid placing media just because it’s cheap or available because media is only effective if it connects with the right audience in the right way. That said, softness in the media market may present a negotiating advantage. Use it wisely and tactically.

Understanding the buyer journey is critical. Children generate excitement and demand, but it’s parents who make the purchase. Craft campaigns that grab kids’ attention first, then follow up with messaging tailored to parents’ values and priorities. This creates a balanced “funnel” approach — awareness, engagement, and conversion — to drive sales home.

Campaigns also need room to breathe and evolve. Test a range of creative early, gather insights quickly, and be ready to pivot. This isn’t the time to be overly attached to one idea. If something isn’t resonating, don’t just push harder — refine, revise, and improve. Let the data guide you.

Finally, integration is key. Creative, media, and messaging need to work together. Disjointed campaigns underperform, while those that fire on all cylinders amplify results. Everything, from budget allocation to voice and tone, should align with your audience’s needs and expectations.

In challenging times, the brands that succeed are the ones that keep moving. With a strategic mindset, proactivity, and a deep understanding of your audience, you will not just weather the storm — you will come out ahead.

Blue Plate Media Services is globally recognized as a leading, full-service media planning and buying agency and advocate in helping marketers understand and navigate the shifting media mindscape when connecting with kids and families. Celebrating a quarter century in business and a 21-year affinity partnership with The Toy Association, BPMS helps youth marketers plan and buy smart, offers strategic media planning, and maximizes spending and audience engagement across screens and relevant consumer platforms.