American Hasbro, one of the giant toys and board games manufacturers, will hold its first-ever shopping stream. The company has already invited Emmy Award-winning TV host Daphne Oz and Buzzfeed author Ivan Emilio to host the Hasbro Holiday Shopping Live show.
As part of the stream, viewers will be encouraged to place items by the tags available during the broadcast. The stream will also feature gift-wrapping expert Alton Dulaney, who will give shoppers tips.
The stream will be broadcast on Hasbro’s official Instagram account and the Facebook Live page, and Hasbro’s microsite. A portion of the proceeds will go to Marine Toys for Tots.
According to Retail Dive, the company is trying out a new space amid ongoing supply issues in the marketplace. Hasbro experienced difficulty building its assortment throughout the year, and there may be a shortage in the market by the selling season. Under-deliveries resulted in about $100 million in canceled orders at the end of the third quarter, though most orders were eventually afterward.
“We are skillfully managing our supply chain to ensure that store shelves will be filled with Hasbro products this holiday,” a company spokesperson commented.
At the same time, Hasbro reportedly plans to devote significant funds to marketing activities in the fourth quarter of 2021.
“We have aggressive promotional plans for this holiday season, and this year we are directing more money into the fourth quarter to drive point-of-sale sales. We will carefully balance this spending against inventory availability,” commented Hasbro CFO Deb Thomas.
Earlier, the international consulting firm Coresight Research predicted that online streaming sales would reach the $25 billion mark by 2023.
