My Buddy’s promoting labored properly. Per Psychological Floss, like the tv advertisements, the doll’s promoting copy remained centered on the action-oriented prospects for boys enjoying with Buddy, calling him “Somewhat boy’s particular buddy! Tough and hard, but mushy and cuddly.” Stephen Schwartz could have talked about to The New York Instances that girls and boys each had “mushy sides” that responded properly to dolls, however in a quote taken by Psychological Floss from an interview with The Boston Globe, “My Buddy is positioned as macho. It’s mushy macho, nevertheless it’s nonetheless macho. We present them climbing up timber, driving their bikes. We didn’t place it like a woman doll, mushy and candy.”
The supposedly “macho” method, mixed with the still-iconic theme track, labored. Per toy e-book writer Chris Byne, talking to Marketing campaign Reside, “My Buddy had an incredible promoting marketing campaign focused to youngsters, so youngsters needed it,” says Byrne. “You’ll be able to’t underestimate the facility of the advertising.” By the tip of 1985, My Buddy, which retailed for $25, got here in eighth within the record of high 10 finest promoting toys of the yr, with Cabbage Patch Youngsters taking the highest spot.