Latest news with #ToyBox
The Star
04-05-2025
- Entertainment
- The Star
The Toy Box: May the Fourth be with you today!
Today is May The Fourth, and you know what that means… it's Star Wars Day! The Toy Box is an occasional online exclusive column where we take a look at the latest in toys and collectibles out there. Today is May The Fourth, and you know what that means… it's Star Wars Day! From new release in the ever-popular Lego Star Wars range to a fun family-day at Royal Selangor, Star Wars fans certainly have a lot to look forward to this week. Ever wanted a Lego version of the Star Wars logo? Well, you're in luck, because one of the latest Lego Star Wars sets to be released this month is, yes, a buildable version of the Star Wars logo. Unlike the Marvel one that was released earlier this year, you don't get minifigures with this one, but it does have a really cool Easter egg for the true Star Wars fans - a little panel that opens up to reveal the opening scene of A New Hope , with a little Imperial Star Destroyer chasing the Tantive IV. Now that is what we call a cool hidden Easter Egg. Another impressive set that was released for Star Wars Day is the Jango Fett's Firespray-Class Starship, the latest in the Lego Star Wars Ultimate Collector Series. Measuring an impressive 44 cm long, the model can be displayed in either the landing position, or the more iconic upright flight mode. It also comes with updated Jango Fett and Young Boba Fett minifigures, and play features such as a press-down main entrance, a compartment containing the seismic charge (which you can deploy if a Jedi starfighter ever gets on your tail), and adjustable blaster cannons. There will be no disintegrations when this set is finally built. — Photo: Lego Feel the Force at Royal Selangor Sure, it may be happening a week AFTER Star Wars Day, but everyday is Star Wars Day if the Force is strong with you! On May 10, 2-4pm, the Royal Selangor Visitor Centre will be turned into a galactic playground of fun and fandom, as the centre hosts a celebration featuring a variety of activities. From a trivia challenge for the ultimate Star Wars experts and a giant graffiti wall, to special appearances by cosplayers from the Star Wars Malaysia Fan Club, there's something for every Star Wars fan here. You can even dress up as your favourite character and enter the Star Wars costume contest to win cool prizes. One of the highlights of the day will be the Peperangan Bintang show,, a one-of-a-kind wayang kulit performance by the acclaimed Fusion Wayang Kulit troupe, which brings the Star Wars movies to life through shadow puppetry. This Royal Selangor Darth Vader bust is impressive. Most impressive. — Photo: Royal Selangor Last but not least, Star Wars collectors will be able to preview the all-new Star Wars collectibles that are part of Royal Selangor's Spring Summer 2025 releases, which celebrates one of cinema's most formidable villains - Darth Vader. The new range includes meticulously sculpted busts to striking collectibles capturing his most iconic moments, each celebrating the Sith Lord's legacy of power, fear, and redemption. Alongside these, discover new designs honouring legendary battles and pivotal scenes from Star Wars: The Empire Strikes Back , bringing the Star Wars galaxy into your home. Admission to the event is free. Elite Squad goes hot (toys) In other Star Wars toys and collectible news, Hot Toys recently announced a new figure to its Star Wars range – an Elite Squad Trooper from the Star Wars: The Bad Batch animated series. Elite Squad troopers never miss! Or do they? — Photo: Hot Toys According to a press release, the Elite Squad was a 'select group of top soldiers from across the galaxy. 'Envisioned as a way to generate loyal soldiers for the Empire without relying solely on clone soldiers, a small sampling of highly skilled, enlisted recruits tasked with neutralizing anti-Imperial insurgents throughout the galaxy." This new 1/6th scale collectible figure of Elite Squad Trooper is available in a limited quantity of only 1,500 units, exclusively in selected markets.
Campaign ME
16-04-2025
- Entertainment
- Campaign ME
Brand strategy face-off: trend-chaser versus traditionalist
In today's hyper-visual, trend-driven social media ecosystem, brand marketers are constantly challenged to evolve without losing their essence. Two recent aesthetic trends — the nostalgic Ghibli aesthetic and the playful Toy Box trend — have sparked a deeper conversation in marketing circles: should brands embrace every trend that goes viral, or stay rooted in a consistent, timeless identity? Rise of aesthetic trends: Ghibli and Toy Box takeover The Ghibli aesthetic — inspired by the iconic animation studio — is soft, emotional, and visually poetic. Think cosy home scenes, hazy lighting, and a sense of gentle nostalgia. In contrast, the Toy Box trend is bold, chaotic, and playful — defined by vibrant colors, chunky typefaces, sticker-like overlays, and maximalist fun. Both have taken over TikTok and Instagram feeds globally, resonating particularly well with Gen Z and young millennials in the MENA region. These trends aren't just fleeting visuals — they're mood boards that communicate emotion, personality, and even values. For brand marketers, the question becomes: when is it strategic to jump in? Trend-Chaser: Relevance is the new currency For trend-chasing marketers, these aesthetics are seen as high-impact opportunities to drive engagement, cultural relevance, and visibility. In the MENA region, where digital platforms are heavily shaping consumer behaviour, staying ahead of aesthetic waves can position brands as agile, youthful, and in tune with the audience. Leveraging the Ghibli trend for a homeware or wellness brand, for instance, could deepen emotional storytelling. Meanwhile, the Toy Box aesthetic works well for retail, FMCG, or youth-focused campaigns that aim to energise and entertain. Trend-chasers view aesthetics as cultural languages, and fluency in them signals creative leadership. Traditionalist: Brand consistency builds trust Yet not everyone is convinced. Traditionalist marketers believe that constantly shape-shifting to match fleeting visual fads can dilute the brand's long-term equity. They argue that a well-crafted brand identity — anchored in timeless values, tone, and visual language — creates emotional consistency, especially in crowded digital spaces. For brands with a well-established persona or a high-involvement purchase journey (such as luxury, automotive, or finance), deviating too far into whimsical or chaotic trends might send mixed messages. The risk of short-term engagement cannibalising long-term trust is real. Strategic sweet spot: Adapt without losing identity The most effective marketers today aren't on either extreme — they're selective adapters. The goal isn't to chase every trend, but to recognise when a trend genuinely aligns with the brand's purpose, audience, and messaging goals. A fashion brand could use the Toy Box aesthetic for a limited-time Gen Z campaign while keeping its core visual identity intact. A wellness brand might weave the Ghibli mood into storytelling without changing its entire content strategy. This nuanced approach allows brands to stay relevant without losing authenticity. MENA brands must lead with cultural intelligence In the MENA region, where consumer behavior is influenced by both global culture and local nuance, trend adoption must be culturally contextual. A trend that resonates in Tokyo or New York might not land the same in Riyadh or Cairo unless it's localised with insight and intention. Brands need to go beyond aesthetic mimicry and understand why a trend connects — and how to make it meaningful in a regional context. Final thoughts: Thoughtful creativity wins Ultimately, trend-chasing and traditional branding aren't enemies — they're tools. And the most powerful campaigns emerge when creativity is paired with strategy. Brands that balance cultural relevance with authenticity will not only engage audiences today but earn their loyalty for years to come. In an age of fleeting attention spans, thoughtful creativity — not just trendy visuals — is the real differentiator. And those who master this balance will shape the future of brand storytelling in the MENA region and beyond. By Rawan Al Sayed, Founder and CEO, Becoming Social
