Updates to the Children's Online Privacy Protection Act (COPPA) are forcing marketers to rethink how they’re reaching children online, making transparency increasingly important as regulators, advertisers, and platforms face greater scrutiny over how kids' data is collected and used. The updates went into effect on April 22 and expand the definition of personal information to include biometrics, requires greater transparency around data collection and gives parents multiple opportunities to consent or decline data sharing, rather than presenting them with a one-time approval.

Toy sales growth can be attributed to kids’ shifting interests, the influence of online platforms, and expanding into older audiences. In our recent “Behind the Numbers: Reimagining Retail” podcast episode, we dive into trends impacting toy retail sales and how marketers can reach new consumers.