One Click Retail releases Amazon toy sales insights

The group has revealed that toy sales went up 12 per cent on the retail platform in 2017.
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One Click Retail has released an analysis of Amazon's 2017 toy sales results, showing some interesting trends in the platform's performance.

Toys sales generated an estimated $4.5 billion in the US in 2017, showing an increase of 12 per cent over last year's results.

"By Amazon's standards, 12 per cent growth is relatively low, but this occurred in a year when total US toy sales stagnated," the report by OCR's VP sales and marketing, Nathan Rigby.

"Major brick-and-mortar retail chains declared bankruptcy while Amazon's market share kept growing and is now responsible for roughly 1 out of every 6 dollars spent on toys in America."

European results in Europe were more pronounced, with Germany's toy sales growing 42 per cent, after flatlining the previous year. While toy sales generally declined in France, Amazon sales shot up by 78 per cent.

One Click Retail attributes a major part of this success to the increased popularity in robot toys, a category which grew by 32 per cent in 2017.

"Though it remains 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," continues the report.

However, robot toys' popularity may have plateaued, as Anki's Cozmo has dropped off the bestseller list and few new products have entered the market.

NERF enjoyed a strong year, bolstering the Active Play category.

"This is consistent with an overall trend toward active play," details the report. "The fastest-growing Toy category of 2017 was Outdoor & Sports Toys with 46 per cent growth led by the NERF gun and the Little Tikes Jump 'n Slide Bouncer (number four Toy of 2017). This is the countertrend to the touchscreen technologies that have begun to dominate the toy industry, and suggests that parents are making an effort to encourage more physical activity."

The report concludes by highlighting the growth of traditional toys and the pre-school sector. Dolls with a collectable aspect are hot right now thanks to the rise of MGA's L.O.L. Surprise line, while pre-school and infant toys have climbed from number three to become Amazon's largest toy category with $650 million in estimated sales in 2017.

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