Group 5 consists of 6 members: Chen Ming Shen Alexander, Chi Geok Ying, Leong Wai Sum, Lim Wei Teck Eddy, Lin Feng, Jackie, and Ng Hwei Hoon Cynthia (Huang Huifen Cynthia). The document discusses trends in the toy industry including increasing demand from modern parents/teachers and a focus on research and development to suit consumers. It also mentions increasing demand from Asia and discusses themes for 2021 such as creative destruction, games/technology, STEM toys, and digital influences on children.

1. Group 5
• Chen Ming Shen Alexander
• Chi Geok Ying
• Leong Wai Sum
• Lim Wei Teck Eddy
• Lin Feng, Jackie
• Ng Hwei Hoon Cynthia (Huang Huifen Cynthia)

2. ❏ Increasing demand from modern parents and teachers
❏ Focus on R&D to suit the Consumer (the Child & the Parent with
the Purchasing Power)
❏ Increasing Demand from Asia
Prediction and Outlook for the Global Toy Industry in 2021 and beyond
COVID-19 pandemic: Global stock market indicators showed global toy sales
performed well in 2020, especially in comparison with other categories of consumer
goods due to the following 3 main reasons:
Toy Industry 2021: Three Major Themes
Toy Approval Matrix
28 Best Gifts for 10-Year-Olds 2021 | The Strategist
1 2 3
An Age of Creative Destruction
Games and Technology
❏ Mobile games are big business, where the world’s mobile users spent more than
S$65 billion on game apps and game-related in-app purchases in 2019.
❏ Gaming and Livestreaming are increasingly becoming popular and trendy.

3. Toy Manufacturer HQ Location Type of Building Blocks What are they doing
1) Banbao Guangdong,China, &
Amstelhoek,Netherlands
Plastic New line of bio-based ‘green’ building blocks
(not from petro-chemicals) in partnership
with Dutch company BioPromotions
2) Gigo Blocks Taipei, Taiwan Plastic Emphasis on ‘green energy’ toys (e.g. children
build small solar-, water- and wind-powered
machines)
3) Lego Billund,Denmark ABS plastic - Moving to more sustainable plastic
- Digitalized (games AR, VR, videos, etc)
4) Qman Guangdong,China Plastic building blocks -
5) Magformers Canton, Michigan USA Magnetic tiles Tie-up with Nickelodeon (pictures of iconic
characters e.g. Teenage Ninja Mutant Turtles &
Paw Patrol on the blocks)
6) Magna-Tiles Chicago,Illinois USA Magnetic tiles -
The New “Play”
Re-inventing new,
technologically enhanced
“play experiences” for kids
all over the world
KGOY
“Kids were Getting Older
Younger,”: socially, what it
means is that kids are getting
more sophisticated in their
choices, more mature and
eager to grow up – become
teenagers – thus blurring the
lines of childhood.
Trends, Market Analysis, and How Kids Play
STEM Toys
Promotes Science &
Math Skills
Green Toys
Supports sustainable
causes and
encourages mindful
use.
Toys promoting
Family Fun
Family bonding &
home play.
Digital Influences
YouTube is a huge
source of information
for children about toys
they want
Social Emotional
Learning
Toys that help kids
stay calm and teach
them how to manage
their feelings
Top 5 Toy Bricks Product Trends:

4. Transforming Challenges To Opportunities
Challenges:
● Competing against the gamut of traditional toy manufacturers
● Competing against technology companies as kids turn to mobile to experience digital entertainment
● This competition eats into ConnectBrix’s potential growth and market share
● ConnectBrix also has a large and complex range of product lines and products
● ConnectBrix’s HR scale and low turnover is good but this also means room for improvement in
innovation and change practices. Needs a constant mindset of evolving with the times.
Opportunities:
● Expand on licencing the brand to popular book and movie franchises
● Expand connected devices program to incorporate XR and MR tech for immersive media experience1.
This is key to keeping that edge sharp and cementing a first-mover pole position in the industry
● Utilize new social media, mobile-first platforms like YouTube, TikTok to capture imagination and
eyeballs, building media brand beyond licencing franchises.
Details on immersive media and social media in this Marketing Initiatives 1-3 later on in this
presentation.
Decision making is influenced by:
TikTok is driving massive toy sales as play dates
become less frequent during the pandemic2.
It’s also unique in the fact that a user does not
require a large following in order for a video to go
viral.
1. recommendations from a friend or relative
2. top toy list/rankings
3. product reviews
4. social media influencers
Transforming Challenges to Opportunities

5. The Customer Journey Map
SEE THINK DO CARE
Audience
Intent
Parents who want unique
toys that promote
creativity, intelligence.
Looking to enrich lives
through fun yet
educational activities,
staying on top of trends.
Looking for toys that
build on flexibility, brands
with value and safety in
mind, are age-
appropriate.
Is this just a shiny new
object, or does it serve
my needs?
Do my friends approve?
Parents who are actively
seeking toys, considering
ConnectBrix.
Looking for a
complete/great buying
experience, sharing the
gifting and unboxing
process
Satisfied buyers who
want to keep up with the
latest product updates,
engaged on social media.
Looking for caring
customer service, aligning
with ConnectBrix’s
values.
Micro-
Moments
What toys are there to
play and not just have fun,
but can be a tool to learn
or use technology?
What should I be
considering for my child
when looking for toys?
What really matters here?
Does ConnectBrix have an
online store, or one in my
town? Can I try before
buying? Will I find them
on my usual retailers like
Amazon?
These toys are perfect!
I want to let my parent
friends know.
Looking forward to the
next series over
Christmas.
Signals
Searches for educational
toys, kids TV, YouTube,
reads parenting forum
related to age and toys.
Ask children directly or
wish list via email/text.
Checks festive
promotions. Parents
exploring toys with e-
devices via VR.
Views toy reviews Ryan’s
World on YouTube and
other related channels
like TikTok.
Discovers toy brands
trending - via scrolling
IG/FB.
Comparing product
reviews to check if it fits
lifestyle and budget.
In-store browsing.
Looks up ConnectBrix’s
website, searches
nearest store, checks out
various toy promotions
and compare prices.
Signs up for toy fairs.
Engages with customer
service on social media.
Special in-store offers.
Engages with toy review
sites, social media
sharing experiences,
reading newsletters to
be notified on launches
and new offers.
Community generated
content: “Reader
favourites”, “Top 10 toy
ideas for gifting”
Customer
Segments
Primary User: child
Purchasing decision:
parents, carer
Hero
Discovery/Wow/Inspire/
Feasibility/Action to thought
Hub
Research/Compare/
Options/Refine
Hub/Help
Thoughts/feelings/Nearby
locations
Help
Discovery/Content/ Engage
The Customer Journey Map

6. The Heartware to Inspire Transformation
CONNECTING through
● expanding the range of offers with user-friendly/fun gaming experiences
with a digital-first approach that cater to our customers’ lifestyles and
demands.
● emphasizing on safety and security that the family can enjoy.
● enhancing content on AR application in education for children & those
with special needs, locally & globally
● Digital-first omni-channel engagement with customers through active
listening.
CONNECTBRIX
Design and build high quality toy bricks to promote children’s healthy
growth through innovation, ensuring delightful experiences
CONNECT
● curiosity with creation to unleash children’s imagination and unlock
creativity
● human bonding between child and caregivers or between child and peers
The Heartware to Inspire Transformation

7. Our Content Sweet Spot

8. With the advancement of technology blurring the lines
between the virtual and physical world, immersive
technologies have become the new playground for
marketers to build customer engagement and
enhance customer experience.
This allows the growing online commerce space to be
leveraged upon to reinvigorate brick-and-mortar retail
Burberry - Olympia Pop-Up
When launching their new Olympia bag,
Burberry included a pop-up AR experience.
Using a QR code found in-store, customers
were able to watch the Elphis statue walk
around the store and take photos and videos
to share with friends.
Snapchat - City Painter
In October 2020, Snap launched
‘City Painter’ in London’s Carnaby
Street. The AR tool allows users to
virtually paint the buildings in the
street with pre-created murals.
‘City Painter’ was also a shared AR
experience, allowing other users to
view any changes made by others
using the app.
Immersive Media - A New Dawn

9. 3-5 year XR plan:
Diffusion of Innovations
Gartner Hype Cycle
● Rogers Diffusion of Innovations Theory indicates maximal market share is derived from Innovation and Early Adoption.
● Leveraging on ConnectBrix expertise in connected devices & smart app development, plus 5G access, advanced analytics, big data will
drive increased engagement and growth:
○ Reduced competition with new category.
○ Increased revenues with 6.4x more users.
○ Less marketing expenses.
● Achieving profits in a shorter period can be achieved by successfully moving along the early stages of the adoption curve very quickly and
at an accelerating pace.
● AR is no longer considered an “emerging technology” but is an industry-proofed technology that executives can safely invest for productivity
in the enterprise space.
● Meanwhile, the extended reality (XR) market is projected to grow from $42.55 billion in 2020 to $333.16 billion by 2025, at a CAGR of
50.9% from 2020 to 2025.
Staying Ahead of the Curve

10. Enter the “World of ConnectBrix”!
Product: An interactive AR app which helps
you see the world through the lens of a
ConnectBrix builder!
1. See landmarks and monuments (and
many more) recreated through the
infinite possibilities of ConnectBrix →
1. Pick up random bricks around the
world to redeem pieces and
promotions from our retail outlets →
1
2
Marketing Initiative 1
- Users are exposed
to landmarks and
monuments as
ConnectBrix replicas
- Users have random
encounter events
with loose bricks in
the vicinity of event
areas
- Replicas allow
users to view from
various angles to
inspire possibility as
a display item
- Bricks encountered
can be picked up for
redemption of
promotional bricks or
discount on items at
retail outlets
- Replicas link to
respective items in
ConnectBrix online
stores to allow
customers to view
and purchase online
if desired
- Redemption
mechanics drive
users to visit retail
outlets for more
purchase
considerations
- AR application
allows users to take
photos and videos
with digital replicas
for sharing on social
media platform
- Staff at retail outlets
will encourage
consumers to sign-
up for membership
to receive news on
future events and
promotions
Awareness Consideration Loyalty/Engagement
Purchase
Enter the World of ConnectBrix : Marketing Initiative 1

11. - OOH (eg.DIgital Billboard
connected via IoT with in-
store AR/MR experiences)
- SEO/Paid Search/ Rich
Media Ads,Social Media
channels (eg.Youtube,
Instagram,TikTok etc) link to
Resellers and ConnectBrix’s
eCommerce sites.
Influencer’s reviews of
immersive media
experience @ Flagship
stores can showcase:
- Mobile/Tablet App
connected via IoT
- HoloLens with
SURPRISE unboxing
and livestreaming at
retail stores
- Geotagging with
MyGoogle Business to
drive offline traffic to the
nearest retail outlet.
- Purchase from
eCommerce site after
events/workshops
handson experience,
CTA with QR Scan
code
- Newsletters: Child+Adult
Education/Toy Safety blogs
(Topics like How AR can help
ADHD and Autism, Kids to better
manage emotions with
imaginative play)
- Membership for VIP invitations
to new product launches/MR/XR
experiences
ConnectBrix’s retail stores—in 20 countries, with their authorised re-sellers and department stores across the globe—are valuable assets to
the company. They serve as a perfect platform for ConnectBrix to combine digital tools to create immersive and interactive retail shopping and
educational experiences.
Expanding Educational Market
● iPad AR/VR app tablets with
online kids educational
programmes/subscription services
● Special needs children
(e.g. anxiety relief)
● Therapeutic online programmes
for “Stressed-out adults”
MR/XR Retail Experience
● Create an omnichannel
experience for consumers,
through a mix of online and
offline touchpoints.
● Leverage on Internet of
Things (IoT) to provide
personalised customer
service via App.
● ConnectBrix to explore the
MR/XR retail experience to
capture any First-Mover
creative advantage.
Awareness Consideration Loyalty/Engagement
Purchase
Marketing Initiative 2
The Next Gen Retail Experience (MR/XR) : Marketing Initiative 2

12. User generated content (UGC) and collaborations with creators like Ryan’s World (15-20M daily
views1) on both platforms can be invaluable in terms of getting mindshare among parents and children
alike.
TikTok has been shown to drive toy sales for toy makers during the
2020 pandemic.2, 3
These content can be seamlessly connected to in-store TVs, with the AR app overlay to enhance the
online-offline experience.
Screen ConnectBrix’s licenced film/tv content on its YouTube channel to zero in on its target
demographic, and host special events like launches or livestreams.4
A Digital-First Approach with UGC+Content
“With that many eyeballs...toy companies
are partnering with content creators to
showcase products on [TikTok]” (CNBC,
2020)
Types of Content
YouTube: animated shorts, educational toys
TikTok: quick and authentic content, less polished
look is okay—means faster output for content team
Marketing Initiative 3
Digital-First with UGC+ : Marketing Initiative 3

13. 1. Align On The ‘Why’
2. Prepare For Culture Change
3. Start Small But Strategic
4. Map Out Technology
5. Seek Out Partners & Expertise
6. Gather Feedback & Refine
7. Scale & Transform
Define business value of digital transformation
Put humans at the heart of digital transformation
Start digital transformation with impactful, measurable initiative
Choose tech solutions that scale with the long term strategy
Do more, and do it faster, with partners that share in your vision
Be flexible, learn from experience and adjust accordingly
New ways to improve will emerge, embrace it
Coding a Digital-Ready DNA
The Digital Transformation Model for ConnectBrix
● Research shows that 62% of respondents see
corporate culture as one of the biggest hurdles in
the journey to becoming a digital organization.
● A digital corporate culture is highly interlinked to
economic success and employees’ job
satisfaction.
● More than a third of executives cite the lack of
clear transformation strategy as a key barrier to
achieving business’ full digital potential.
AGILE
✔ Think digital first
and leverage
technology
✔ Define goals and
track strategies
using data
✔ Upgrade workers’
tech skills
✔ Use a lean
infrastructure
Customer
Centricity
Collaboration
Digital-First Mindset
Agile & Flexible
Open Culture
Innovation
Data-driven
decision making
ConnectBrix’s
New DNA
FORMAL LEADERS
IN-FORMAL LEADERS
Fostering a Digital-Ready Culture
Fostering a Digital Ready Culture

14. INFORMAL LEADERS
Pioneers (change makers) &
X-Team (trio of experts e.g
analyst, mould builder, AWD
specialist)
FORMAL LEADERS (Champions)
Leaders (C-suite) (dual role)1
- stimulate innovation (team climate & composition,
problem-solving)
- manage innovation (goals & visions, resources,
rewards, timeline, give autonomy)
Pride
builders
Networkers
Exemplars
Early
adoptors
understand & motivate others,
including customers e.g. line
managers, frontline & ConnectBrix
retail staff in Marketing Initiative 1
good role models
e.g. middle & senior management with
different functions e.g admin, accounts,
testing, packaging
- serves as a chief calibrator
- decides on extent of change needed
- recognises and supports people with right values
& potential (the Pioneers)
- can access resources of money, developer time,
other suitable talent
- has a sense of urgency to prioritize change
projects.
keen to experiment, to be involved in
pilot projects (e.g. ABS backend
engineer, app designer for Marketing
Initiative 2
communicates well among staff and
external parties e.g. PR dept handling
communication with influencers, media
e.g. in Marketing Initiative 3
CMO
Exemplars
Exemplars
Exemplars
Pride
builders
Pride
builders
Pride
builders
Early
adoptors
Early
adoptors
Networkers
Networkers
Networkers
Early
adoptors
COO
CTO
CFO
Early
adoptors
Networkers
Pride
builders
CMO
Pride
builders
Formal & Informal Leadership in an Agile Environment
ALL to be Customer-First, Digital Champions, Collaborative, Innovative

15. First Steps: two immediate and key actions
1. Appoint a Digital Champion to kick-start/support ConnectBrix’s
three marketing initiatives: AR app, XR-retail experience, UGC+.
2. By taking a customer-centric approach to data - training front-line,
sales/marketing staff to be digitally capable for ConnectBrix’s
omni-channel initiative.
SUMMARY
With increased automation/globalisation,
marketing transformation—and managing it—
requires a radical change, not incremental.
It’s easy to get busy with the day-to-day and
stay in your own department’s bubble.
Dedicating time to get together to share
learnings, align on ideas, and collaborate is
key to creating an amazing user experience
and, in-turn, driving company-wide growth.
Fearless Change Driving The Future
● Shaping innovation networks is both an art
and a science.
● Decentralized network is another effective
way to improve collaboration and
performance
● Hierarchy is still evident in the higher-
performing unit, but its information and
knowledge network is more distributed, with
more active members participating.