SALT LAKE CITY, Feb. 8, 2018 /PRNewswire/ -- One Click Retail, a market leader in eCommerce data measurement, sales analytics and search optimization for global brand manufacturers, has published its Toys on Amazon: 2017 Review report, which reveals that toys pulled in an estimated $4.5 billion in US sales during 2017. This represents an increase of 12% over 2016.
One Click Retail's report findings also reveal that in Europe, Amazon's toy revenue growth is even more pronounced. In Germany, where total toy sales flatlined in 2017, Amazon's toy sales grew by 42% to an estimated €930M. In France, where total toy sales actually declined last year, sales of the Toys product group on Amazon grew by a significant 78% to an estimated €330M. In the UK, Amazon toy sales grew a modest 10% to an estimated £500M in 2017.
The report identifies the key disruptive toy categories of 2017 and those that are likely to be trending in 2018:
One Click Retail found that in 2017, the Robotic Toys category grew by 32%. Although it is a relatively small category with only $50 million in estimated sales, last year's two bestselling toys were both intelligent robots for kids: Cozmo by Anki and LEGO Mindstorms EV3.
According to the report, the fastest-growing Toy category of 2017 was Outdoor & Sports Toys with 46% growth led by the Nerf Strongarm Blaster and the Little Tikes Jump 'n Slide Bouncer (#4 Toy of 2017). This is the countertrend to the touchscreen technologies that tend to dominate the toy industry, and suggests that parents are making an effort to encourage more physical activity.
Although the Anki Cozmo ranks as the #1 item in the UK and France, LEGO is actually the most dominant toy brand in Europe. In Germany, LEGO has the #1, #2, #3 and #5 top selling toy; in the UK, LEGO claims the #2 and #4 spot; and in France, the #2 and #3 top selling toy on Amazon. The brand's winning strategy of developing toys for every age group is also translating into Amazon success.
Trending Categories in 2018
Toy sales during January on Amazon.com point to a surprising trend: the return of traditional toys. The latest craze is a new take on a traditional doll. The L.O.L Surprise! (Big version) was released on September 29th and ranks as the #1 Toy of January 2018, helping to drive 23% growth in Dolls/Girls Toys in 2017.
In 2017, Infant/Preschool climbed from #3 to become Amazon's largest Toy category with $650 million in estimated sales. As Amazon's core demographic, millennials, are now having children, we expect this Infant/Preschool category to grow substantially in 2018.
"Of the top five Toys on Amazon this January, four are strictly non-digital and none involve robotics or touchscreen technologies." said Nathan Rigby, VP at One Click Retail. "Whether this signals a major shift in the Toys market or is just a temporary lull in the dominance of robotics and screens is yet to be determined. But it does demonstrate a strong consumer market for many different kinds of toys and that brands in any category can reach an audience and find success on Amazon. And with the oldest millennials in their late thirties and the youngest graduating college, Toy brands that invest in Amazon now can find a huge audience waiting for them in the immediate future."
One Click Retail is a leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America and Europe. Using a combination of website indexing, machine learning and proprietary software to estimate weekly online sales and traffic figures with 90%+ accuracy down to the SKU level, One Click Retail has developed one of the most accurate, trusted and reliable data platform in the marketplace. The One Click Retail Product Suite provides 1st and 3rd party business intelligence across the largest online retailers such as Amazon, Walmart, Tesco, Sainsbury's, Macy's, and Home Depot. The world's top brands—such as Procter & Gamble, Panasonic, Nestle, Philips, and Sony—rely on One Click Retail insights to drive sales and profitability across eCommerce.
One Click Retail was acquired by Ascential plc in 2016.