The Power of Indirect Marketing
Lessons from My Childhood Obsession with Bakugan
Growing up, I never paid much attention to marketing or advertising tactics. As a child, I didn’t have the purchasing power to make a difference to any company’s bottom line, so marketing efforts directed at me seemed irrelevant. Or so I thought.
But as I’ve reflected on those early experiences, I’ve come to realize something astonishing: one of the most innovative and lucrative industries in marketing—especially online—is toys. And the perfect example of this? Bakugan.
When I was younger, Bakugan was everything. Alongside other childhood favorites like Ben 10, it consumed my world. I was glued to the screen, captivated by the battles and adventures these shows portrayed. And, unsurprisingly, my enthusiasm caught the attention of my parents. Birthday after birthday, Christmas after Christmas, my wish lists were dominated by Bakugan and Ben 10 toys.
At the time, I thought the TV shows were just entertainment, the centerpieces of these beloved brands. It wasn’t until years later, during an afternoon of binging short documentaries on nostalgic TV shows, that I learned the truth about Bakugan.
The familiar intro song began, "What are you gonna do!"—a wave of nostalgia washing over me as I sat there, zoning out, letting my mind rest. But then the narrator said something that stopped me cold: "It all started with the creator’s idea for a board game."
Wait… what?
I sat up, suddenly alert. As the documentary unfolded, I learned that Bakugan didn’t start as a TV show. It began as a card game. The show was created as a marketing tool to promote the game.
This revelation blew my mind.
I realized that my entire childhood obsession—my excitement, my endless requests for toys—was the result of a masterful marketing strategy. Every time my family asked my parents, “What does Ty want for Christmas?” the answer was simple: “Bakugan.” And I was more than happy to keep the cycle going by enthusiastically endorsing it myself.
The brilliance of Bakugan’s marketing material lies in its timelessness. Even after the show stopped airing, its impact lingered. Fans like me continued to rave about it, buy the toys, and keep the brand alive. The show itself became a self-sustaining marketing machine, generating revenue not just through toy sales but also through distribution deals, royalties, and more.
Bakugan has evolved over the years, and resulted in the newer generations becoming loyal fans (and buyers )as well.
This experience taught me one of the most powerful lessons about marketing: the importance of creating a narrative that turns audiences into raving fans. Bakugan’s indirect marketing approach—using a compelling TV show to sell toys—didn’t feel like advertising. It felt like storytelling, and that’s what made it so effective.
Indirect marketing has limitless potential. It can shape brand loyalty in ways that traditional advertising never could. Companies that master this strategy don’t just sell products; they build communities, foster emotional connections, and create lifelong fans.
Looking back, I was marketed to in the most brilliant way, and I didn’t even realize it. That’s the power of indirect marketing—and it’s a lesson I’ll carry with me forever.
