Toys and Games Global Online Category Report

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With the festive shopping season in full swing, it is a critical time of year for brands in the Toys & Games category. With greater choice and more deals, shoppers are turning to online as their preferred means of holiday shopping, and the Toys category is no exception to this trend. 

In the US, the toy online category has grown by over 55% in the past two years to $17 billion, while in key European markets online sales have surpassed in-store sales.

Our analysis covers the online performance of brands in the Toys & Games category across leading global ecommerce markets (US, UK, China, France, and Germany). Brands were measured against key metrics proven to drive sales in the online channel such as: Share of Shelf, Availability, Content Optimization, First Page Search Performance, and Ratings and Reviews.

Download our toy online category analysis to find out what you need to do to win online this holiday season.