Nowadays, when customers are flooded with a multitude of various traditional and digital advertisements, marketing experts are searching for different ways to stand out and position themselves in the minds of consumers. It is necessary to create a relationship with customers, as well as an approach that will win them over and attract them to a certain brand. In order to achieve this, companies are tasked with addressing their target audience in new and interesting ways which will appeal to them. A trend gaining increased popularity used with the purpose of attracting attention is based on the appeal to nostalgia, which seeks to remind customers of the good old days and evoke memories and emotions in them. Another way to reach customers is to create a sense of attachment to the brand, which is especially important for creating long-term and quality relationships. This paper aims to explore the role of brand attachment and evoked nostalgia in the context of consumer behaviour, i.e. how it affects the customer’s intention to spread positive word of mouth and purchase the product. These factors are explored within a special product category – category of games and toys – with a focus on Lego and Pokémon, whose marketing strategies include these factors. In order to achieve the required results, a quantitative study was conducted on the basis of two online questionnaires, the results of which have shown that respondents feel a higher level of nostalgia and attachment to the Lego brand than to the Pokémon brand. In addition, the results have shown that the respondents are more inclined to buy Lego brand games and spreading positive word of mouth about it. Looking at the overall average indicators according to the results obtained, it can be said that the evoked nostalgia and attachment to the brand do not play a big role in the intention of consumer behavior in the games and toys category. However, if some of the statements are viewed separately, the agreement of the respondents with the same is noticed, which may indicate the connection between these variables. For example, respondents agreed that these brands remind them of the past and consider them a pleasant reminder of times gone by, which can be considered a good indicator of where to develop a strategy to encourage buying intentions and spread positive word of mouth.