In recent years, there has been a clear tendency to undertake marketing initiatives that appeal to consumers’ emotions, experiences, and memories. This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.

The book explores the role nostalgia plays in our lives, what types of nostalgic brands we find on the market, how nostalgia influences consumer attitudes and behaviour, and how to position brands using nostalgia. It shows readers how memories influence their behaviour and provides managers with insights on how to successfully manage nostalgic brands, not only in the toy industry. Using their own research results, the authors demonstrate how to use the fundamental emotion known as nostalgia for successful brand positioning.

Nostalgic Branding in the Toy Industry is addressed primarily to scholars and doctoral students conducting research in the area of brand management, marketing and consumer behaviour.