VTech, Mattel, Hasbro, LEGO and Playmobil are, unsurprising, the most prominent toys brands, in Icecat’s Top 25 Toys Brands 2019 monitor. The Icecat stat is based on 2.8 million online product data requests through searches or otherwise. The total number of toys brands monitored is 931, and the highest brand share in visibility is a mere 5.3%. The top 25 only accounts for around 53% of online brand visibility. When also taking into account that the global toys market was shrinking by -3% in 2019 according to NPD, one can only conclude that toys has become a very competitive, if not overcrowded, battlefield.
At the same time, on the retail side, the tectonic shift towards e-tailers and online marketplaces, has put the industry on its toes, creating winners and losers. “It underpins why our toys data model is so quickly adopted by the e-commerce industry”, according to René Rozendal, toys director of Icecat. “Brands want to be prepared. And etailers need the efficiency gains.”
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