The relationship between animations on digital platforms and the toy industry: Netflix example

Animation and toy industries, as two important parts of the concept of entertainment, are in a relationship that nourishes and shapes each other. Toys have a long history as entertaining and educational tools that develop children’s imagination and creativity. At the same time, popular animated characters and stories play an important role in the design and marketing of toys. Children may prefer to collect toys representing their favorite animated characters, which may increase interest in the animation industry. On the other hand, a successful animated film or television series can create the potential to generate additional income through toy and product sales. Therefore, the relationship between the toy and animation industries is of great importance both commercially and culturally, creating an ecosystem that supports each other and grows together. With the rise of digitalization, especially with the millennium, internet-based platforms have started to change viewing practices. This change has also affected the development of the aforementioned industries. In the article, the historical development of the toy and animation industry was examined; expert opinions and concrete data were tried to be conveyed through description and content analysis method. Within the scope of the study, it was concluded that there is an intense relationship between the toy and animation industry, and this relationship has been strengthened with the widespread use of digital platforms. In addition, it is aimed to create a Turkish resource for stakeholders and literature on the subject.