LEGO is topping sales within the toy section for online retailer, Amazon.
According to One Click Retail's brand measurement calculations, the top five toy brands on Amazon are Lego, Fisher-Price, Melissa & Doug, Little Tikes and Step2.
These top five toy brands, which have retained their rankings from 2016, currently account for 30 per cent of year-to-date toy sales on Amazon.
First-party toy sales were calculated at $970 million YTD, reports One Click Retail, a nine per cent YoY increase, with total Amazon toy sales reaching $4 billion in 2016, capturing 20 per cent of the total toys market in the US.
"The holiday season makes or breaks a toy manufacturer's financial year. While a bad month can, in most industries, be made up in subsequent months, a toy manufacturer who has a bad holiday season has to wait a whole year before they're given another chance," said Spencer Millerberg, CEO of One Click Retail.
"In 2016, more than half of all US toy sales on Amazon took place in less than a 60-day period. On Amazon in 2016, more than a third took place in December alone, with the majority of those going to first-party brands.
“With the latest Toys R Us bankruptcy news, it's more important than ever for toy brands to develop an Amazon-first strategy."