Analyzing megatrends and trends is essential to understand the current environment in which a company operates; emerging consumer needs and the forces affecting the market.
This analysis lays the foundation for making strategic decisions, segmenting the market, and presenting value propositions.
Remember:
Megatrends shape the world.
Trends show how those changes appear in daily life.
Innovation creates new solutions that respond to those megatrends & trends.
When you link megatrends & trends to innovation you are able to design products that solve real, future-proof needs and your ideas become more marketable, scalable, and relevant.
Example:
Megatrend: Mental & Emotional Wellbeing
Trend: Emotional Learning & Mindfulness for Kids.
Innovation: McDonald's “Blank Happy Meal Box.
Strategy:
Insight:
The boxes act as a conversation starter for kids and their families to discuss their feelings
Trend: Luxury cafés & branded gastronomy
Why is this a trend?
✔ Coffee is a “luxury for everyone” ✔ The café becomes a content generator (social media) ✔ It extends the brand into lifestyle, not just products ✔ Builds emotional connection and time spent with the brand ✔ Increases foot traffic into flagships ✔ “Affordable luxury” during economic uncertainty
Did You Know?
Timeless Brands and Mattel announce the arrival of the world's first Polly Pocket Café in Monterrey
Did You Know?
Activity 1:
Innovate disruptively for the market
Review trends in the market and in the industries related to Mattel.
Define 3 trends that you found to be most prominent and important to Mattel.
Define 3 opportunities that you observe in the market, applicable for Mattel.
Defines 3 innovations already applied or under development by companies in the defined areas.
Define 3 strategies that exist in the selected industry that contribute to sustainable development and climate change mitigation.
If Mattel wants to rekindle the magic of play, what social, emotional, and cultural trends should they pay attention to — beyond technology and sustainability?
Upload an infographic to the canvas that defines the trends, opportunities, and innovations you defined.
Class 2 Marketing Plans 2025
Dra. Alicia de la Peña
Created on October 28, 2025
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Transcript
Innovation for the Development of Marketing Plans
Session 2
Next
Dr. Alicia de la Peña de León
Let's Play!!!!
Let's recall the previous class...
Remember:
When you link megatrends & trends to innovation you are able to design products that solve real, future-proof needs and your ideas become more marketable, scalable, and relevant.
Example:
Strategy:
Insight:
The boxes act as a conversation starter for kids and their families to discuss their feelings
Trend: Luxury cafés & branded gastronomy
Why is this a trend?
✔ Coffee is a “luxury for everyone” ✔ The café becomes a content generator (social media) ✔ It extends the brand into lifestyle, not just products ✔ Builds emotional connection and time spent with the brand ✔ Increases foot traffic into flagships ✔ “Affordable luxury” during economic uncertainty
Did You Know?
Timeless Brands and Mattel announce the arrival of the world's first Polly Pocket Café in Monterrey
Did You Know?
Activity 1:
Innovate disruptively for the market
If Mattel wants to rekindle the magic of play, what social, emotional, and cultural trends should they pay attention to — beyond technology and sustainability?
Upload an infographic to the canvas that defines the trends, opportunities, and innovations you defined.
Sources of Information
Mattel Creations
Phygital fashion dolls
Barbie Dream Lounge
Crafty dolls
Interactive packaging
Polly Pocket Café
Toy Insider
Trend hunter