Toy company LittleBits is catching kids’ attention with their “Droid Inventor Kit”—even though marketing for the product won’t be seen on TV.

Toy company LittleBits is catching kids’ attention with their “Droid Inventor Kit”—even though marketing for the product won’t be seen on TV. Instead, an all-digital approach uses The Influencer Effect by having popular kids’ YouTubers unbox and review the toy, as well as by running longer-form YouTube ads. The kit asks kids to build their own droid (and learn coding at the same time), hitting a “sweet spot of [M]illennial parents” and their love of the STEM toy trend. LittleBits’ strategy seems to be working, if making it to the number two spot on Amazon’s coveted holiday toy list is any indication. (Business Insider)