eCommerce Benchmarks & Insights for Multichannel Toy Brands

Toys are seeing the most traffic on social platforms, and the highest likelihood of conversion on brand websites

Share of eCommerce Traffic by Channel Type,
Based on Share of Purchase Intent Clicks

Right now, Social Platforms drive the most traffic to Toy brands, yielding 73.2 percent of Purchase Intent Clicks. This is primarily due to marketers investing much of their advertising dollars into social media. Meanwhile, Toy brands that use MikMak Commerce on their brand websites drive the highest Purchase Intent Rates* at 74.3 percent.

Likelihood of Conversion by Channel Type, Based on Purchase Intent Rate

Compared to other social channels, Meta sees the most traffic and YouTube sees the highest conversions

Share of Purchase Intent Clicks by Social Channel

Purchase Intent Rates by Social Channel

When looking at social specifically, Toy brands are investing the most in Meta, which leads in terms of traffic by driving 63.5 percent of Purchase Intent Clicks. TikTok follows at 35.5 percent. YouTube rounds out the social channels, driving 1.1 percent of Purchase Intent Clicks. While YouTube sees the smallest share of Purchase Intent Clicks for Toy brands compared to other social channels, this traffic is converting at a high rate, as the platform leads with a Purchase Intent Rate of 50.9 percent.

Most Toy brands in the MikMak Shopping Index are not seeing significant traffic on social platforms beyond these three major players.

Purchase Intent Rates for Toys saw peaks in May last year, and January so far this year

Purchase Intent for Toy brands peaks in the first half of the year

While it’s typical for Toy brands to see more traffic around the holiday season, last year showed that Purchase Intent Rates were actually higher in May, just before summertime.

So far this year, however, Purchase Intent Peaks were in January, with one in April as well.

Amazon is the top checkout option for Toy Brands

Top 3 Toy Checkout Options, Based on Share of Purchase Intent Clicks

A doll brand sees the highest Purchase Intent Rates, compared to other Toy products

When looking at the products currently driving the highest Purchase Intent Rates, or the likelihood that a shopper will click through to a retailer option, a popular toy doll takes the lead. While the Purchase Intent Rate does not measure product popularity, it can give brands an idea of what products people might likely add to their cart after seeing branded media.

New York sees the highest Purchase Intent Rates for Toy Shoppers in the US

Toy Shoppers are most likely to purchase on Weekday afternoons

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Luke Sebire of LEGO on customer loyalty, media mix marketing, and upward funnel opportunities

“I think it all starts with an understanding of the audiences that you have, the passion points that adhere to them and ultimately where do you play within the channel and to best connect with them”

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Hasbro President and COO Eric Nyman on bringing joy via product diversity, consumer appeal, and employee development

"It’s one of the things that MikMak has really focused on as you look at bringing new eCommerce solutions to people. We start with the consumer and we look at all the different consumer insights we have.“

Save time and money

With consistent, real-time reporting and easy access to consumer, retailer, and platform insights, brands’ internal teams and agencies can save a ton of time and money. Couple these insights with best practices, and your team will be sure to gain market share and drive profitability time and time again.

How MikMak saves time and money

MikMak offers one easy-to-use global platform that automatically enables consistent reporting and fast decision-making across the entire organization. With the MikMak Platform, brands can also leverage direct integrations with third-party Product Information Management (PIM) platforms including Salsify and Syndigo; as well as Data Visualization Platforms and Data Lakes like Tableau and Google Data Studio.

We're here to help. MikMak helps multichannel brands gain deeper consumer insights to grow and protect market share. Contact us at marketing@mikmak.com!

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eCommerce Benchmarks
& Insights for Multichannel Toy Brands

How MikMak Helps Toy Brands Grow, Commerce-First

eCommerce for Toys is transforming; understanding the trends is vital

Report overview

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