Mattel Leads Vertical Toys in Icecat Brand Rank Monitor H1-22

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Vertical Toys has seen impressive growth, registering almost 70 million datasheet requests. That is a 38% increase as compared to H1-2021. More importantly, Mattel took over first place from VTech. Mattel noticed an increase of 195% in datasheet downloads. Other brands like Vtech, Spin Master, Hasbro, Bestway, MGA Entertainment, Giochi Preziosi, and Zapf also noticed an increase in datasheet downloads. Hasbro saw a rise of 230%, the biggest gain in the top 10.

 Below is an overview of the top 10 brands that got the most requests, compared year-on-year.

Other KPIs on Brand Rank Page

While statistics per vertical is something we keep only for overviews like this, overall brand analytics per country are visible in the front end. A brand rank per country is especially interesting for a brand’s local business representatives. Besides, as the internet implies globalization, Icecat can not resolve all views or downloads to an individual country. Some e-commerce users are international. And some individual data consumers browse anonymously.

Furthermore, Icecat also publishes a Brand Average Review Score. This includes the total number of reviews that contribute to the score calculation. Again, this is done for transparency. This daily updated statistic is also default available for Testseek XML API users.

Finally, the data health score is visible. The brand data health completeness score is the average of the completeness scores of all product data sheets of a brand’s products, ranging from main products to supplies and spare parts. Again, brand editors can see the color changing of completeness.


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