The global toy market is projected to reach $133 billion by 2025, with the US leading at an estimated $41,680 million.
Remarkably, even during the pandemic, the demand for toys, particularly educational and interactive ones, has continued to rise.
This raises an important question: what trends and products are driving this incredible growth?
To find out, let’s explore Amazon, a major e-commerce player.
NB: We utilized the ScrapeHero Cloud Amazon Product Details and Pricing Scraper to collect data for our Amazon Games & Toys Category Analysis of the top 100 products.
Keep reading to take a closer look at Amazon’s best-selling toys and games, categories, brands, and products that are capturing the attention of shoppers around the globe.
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The Big Picture: Overview of Amazon’s Top 100 Toy & Games Bestsellers
Here’s an overview of Amazon’s Toys & Games Category.
Number of Brands: Our Amazon Toys & Games Category Analysis reveals that the top 100 products are distributed among 79 unique brands.
This indicates a relatively high level of brand diversity within the Toys and Games category.
Total Categories: These products span across 59 different subcategories.
This breadth highlights the vast variety of toys and games available on Amazon.
Total Sellers: The top 100 products are sold by 43 distinct sellers.
Total Reviews: Collectively, these products have amassed 2 million reviews.
Average Rating: The average customer rating is an impressive 4.6 out of 5.
Average Price: Analyzing the Amazon Games & Toys category reveals that the average price is $19.08.
Amazon Toys & Games Category Analysis
Leading Subcategories in Amazon Toys & Games Category
Below is a graph developed that highlights the leading sub-categories among the top 100 bestselling toys and games on Amazon.
Each category is listed based on the number of products featured in the top 100 and their average customer ratings.
The key insights from our Amazon Toys & Games category analysis include:
Dominance of Dedicated Deck Card Games:
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- With 11 products, this category leads in representation within the top 100.
- It has a strong average rating of 4.6.
2. High-Performing Categories:
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- Board Games rank second, with 7 products and an impressive average rating of 4.7.
- Building Sets, with 5 products, stand out with the highest average rating of 4.8.
- Categories such as Doodle & Scribbler Boards and Science Kits & Toys have notable average ratings of 4.6 and 4.7, respectively.
3. Fewer in Number Yet Highly Rated Categories:
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- Several categories, including Coloring Pens & Markers, Fidget Blocks, and Marble Runs, each have 2 products but share an excellent average rating of 4.8.
Top 10 Brands Among the Amazon Toys & Games Category
Below is a graph highlighting the top 10 brands in the Toys and Games category in Amazon’s bestseller list.
These brands are ranked based on the number of products they have in the top 100 bestsellers.
Here are the key findings summarized:
1. LEGO:
- LEGO leads the pack with 6 products in the top 100.
2.Blue Marble:
- Blue Marble ranks second with 5 products.
- The brand’s emphasis on STEM-related toys has likely contributed to its success.
3. Hasbro Gaming:
- With 4 products, Hasbro Gaming is in the third place.
4. WHAT DO YOU MEME?:
- WHAT DO YOU MEME? Comes next with 3 products.
5. Others:
- Several brands, including Big Potato, Crayola, Educational Insights, Mattel Games, Play-Doh, Skillmatics, and USAOPOLY, have 2 products each in the top 100.
Amazon Toys & Games Product Analysis: Pricey Playthings and Crowd Favorites
Most Expensive Toys & Games in the Bestseller Category
The list of the 10 most expensive products in the Toys & Games category includes products ranging from $32 to nearly $100.
Here are our findings from analyzing Amazon’s Games & Toys category:
- Toys smART Sketcher 2.0 leads the list at a price of $99.99.
- Rescue Wheels Super Loop Tower ($55.99) and the Instant Print Camera for Kids ($47.99) are the second and the third priciest. These toys offer interactive and innovative features that appeal to kids.
- Items like the YLL Mini Karaoke Machine ($37.99) and Hatchimals Alive Mystery Puffcorn ($37.99) come next on the list. These cater to specific interests, such as musical engagement and surprise elements.
- The NATIONAL GEOGRAPHIC Glowing Marble Run is priced at $34.99. It is an example of how STEM-related toys command a premium price due to their perceived educational value.
Most Reviewed Toys & Games in the Bestseller Category
Listed below are the insights laid bare by analyzing Amazon Toys & Games customer reviews of the top 100 products:
- With 124,000 reviews, the MEGA BLOKS First Builders Toddler Blocks set leads the category.
- Two of Hasbro Gaming’s iconic products, Jenga Classic Game (99,000 reviews) and Connect 4 (77,000 reviews), rank among the most reviewed.
- With 90,000 reviews, LeapFrog Scout and Violet 100 Words Book comes third.
- Pokémon cards is also on the list of most reviewed products with 71,000 reviews.
- UNO Card Game by Mattel has 70,000 reviews.
- Play-Doh 10-Pack has 63,000 reviews and the SHASHIBO Shape Shifting Box has 61,000 reviews.
- Sassy Stacks of Circles STEM Learning Toy has 60,000 reviews.
Leading Toy Brands in 2024 and their Presence in Amazon
Below is a comparative analysis of the leading toy brands by revenue in 2024 and their presence in Amazon’s bestseller list.
Key Insights:
- With $7926 million in revenue and 6 products in the bestseller category, LEGO exhibits a stronghold in both overall market success and online retail performance.
- Bandai Namco ($1419 million), Barbie ($721 million), and Fisher-Price ($652 million) have no representation in Amazon’s Toys & Games bestseller category.
- Nerf, with a revenue of $349 million, has 1 bestseller product.
- Major toy brands like Hot Wheels ($464 million) and Dragon Ball ($338 million) appear absent from the bestseller list.
- Despite lower revenue ($272 million compared to giants like LEGO), Mattel has 2 products in the bestseller list.
- Hatchimals, with a revenue of $265 million, has 1 bestseller product.
Takeaways from Our Amazon Toys & Games Category Analysis
Looking at the Amazon Toys & Games category gives us some interesting insights.
LEGO stands out as a top player, leading in both sales and the number of best-selling items.
However, some well-known brands, despite making a lot of money, don’t have any products in the top 100 bestsellers. This shows that just being a recognized brand doesn’t guarantee success online.
Categories like Dedicated Deck Card Games and Board Games are doing really well, showing that there’s a growing interest in fun and interactive games.
Understanding these trends can help businesses make better decisions.
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