Category Insights: Toys and games

Provides insights from today's toys and games category and explores brand performance using proprietary WARC Digital Commerce dComm Index data.
  • From 2020 to 2021, fueled by the pandemic, increasing birthrates and disposable incomes, the share of US toys and games sales taking place online increased to 35-40%.
  • Lego and Barbie achieved a dominant share of voice in paid media on both Walmart and Amazon, with a significant lead over brands including Hot Wheels, Nerf and Temi.
  • More than half (58%) of parents surveyed by Bloomberg reported buying toys for their own enjoyment; these shoppers have become known as “Kidults”.
  • Social media platforms in general and TikTok in particular are helping brands make an emotional connection with consumers by showing the...

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