Quick Look: Top Toys

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Kelly Stephenson
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As we gear up for Toy Fair 2019, we're taking a look at the year’s early trends in top toy categories on Amazon US.

Coming off a strong 2018 holiday season, major toy categories have shown decisive YoY growth in the first month of the year on Amazon. We explored the Building Toys category ($30 million in total retail sales in Jan ‘19) and the Dolls & Accessories category ($27 million in total retail sales in Jan ‘19) to find out which brands and products have been making big moves.

Retail sales in Building Toys were up more than 20% over January 2018, and retail sales were up more than 50% in Dolls & Accessories.

Category Snapshot: Building Toys

Amazon US • January 2019


Toy Building Sets, the largest subcategory in Building Toys, was up 19% over January 2018.




LEGO is the dominant brand in the Building Toys category, with a commanding 84% market share, but LEGO’s YoY growth was outstripped by challengers Playmobil, K'Nex, and Strictly Brix.


Mega Bloks, with 3.2% share, is growing slower than the category, and Klutz, Learning Resources, and littleBits sales are facing the category’s most significant YoY declines.




The top products in the category are all LEGO brand, and three of the four are riding Harry Potter's cape-tails.




Category Snapshot: Dolls & Accessories

Amazon US • January 2019

January sales in the Dolls subcategory jumped 64% over the same time period in 2018.



Barbie owns 21% share of the Dolls & Accessories category, but relative newcomer L.O.L Surprise! logged the highest growth (131% YoY).



Other legacy brands in Dolls & Accessories grew slower than the category in the first four weeks of the year, including American Girl, Mattel, Kid Kraft, and My Little Pony.


Barbie owns two the top four Dolls & Accessories products—DreamHouse and the 2018 Holiday Doll. Whatever other professions Barbie has conquered, she's still reigning queen of the dolls.



For deeper insight into what's at play in these categories and an analysis of brand and product moves, schedule a tour of the data with a Stackline pro.

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