LEGO tops wish lists ahead of Christmas

LEGO is the brand leading the ‘most wished-for’ product list in the toys & games category online running up to the Christmas season, according to global ecommerce analytics firm Profitero.

Profitero has run an Amazon Wish List analysis in the UK and US covering popular categories, including toys & games, around the Christmas season, to see which brands and products are achieving the best pay-offs from their demand-building efforts. 

The analysis shows not all the most wished-for products make it into the bestseller rankings. Only 35% of the top 100 most wished-for products turn into best sellers in the five weeks after they were added.

“Online wish lists on sites like Amazon provide a good health check of demand-building activities," explained Profitero director of strategy and insight for EMEA, Andrew Pearl.

"If brands’ marketing and search placement efforts are doing their job, then they should start to see the pay-off in terms of more shoppers adding their products to wish lists. Every brand, in every category, should be doing the same thing now, while there’s still time to move the needle on their marketing and search optimisation before Christmas.

In the Toys & Games category, Lego products top the most wished-for list in both the UK and US. Its products have twice as many appearing on Amazon UK’s Top 100 list (21 products) compared with (10 products – tied with toy brand VTech). Star Wars The Last Jedi Advent Calendar is currently Lego’s most wished-for product in the UK.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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