The Most Visible Toy Brands on, Black Friday-Cyber Monday 2018

Over the Black Friday-Cyber Monday weekend, Kantar Media analyzed the most visible toy brands appearing in search results for six popular toy-related keywords.


Specifically, we ranked the top 5 brands displaying for the keywords ‘hot holiday toys 2018’, ‘top toys 2018’, ‘top toys for baby’, ‘top toys for toddlers’, ‘top toys for girls’ and ‘top toys for boys’, based on factors including the percentage of time each brand was found in the top 3 positions on the first search results page, the brand’s average page position and the number of the brand’s listings found.

The results included brands one would expect in a top holiday toy list, including mainstays such as LEGO, Hot Wheels, Mattel, VTech and Crayola as well as newer favorites such as Hatchimals and Unstable Unicorns, and the season’s hottest new brands like L.O.L. Surprise! and Cry Babies. 

However, the rankings over the Black Friday-Cyber Monday weekend also featured a number of brands that have not yet achieved household name status, but may soon thanks to their prominence in Amazon search results this holiday season. Examples include Think Gizmos for toddlers, 3 Bees & Me bath toys and Force1 drones.

Based on ubiquity, the top brand overall would have to be LEGO, which featured among the top 5 in four of the six keyword searches, including keywords ‘hot holiday toys 2018’, ‘top toys for toddlers’, ‘top toys for girls’ and ‘top toys for boys’.

Interestingly, the top 5 toy brands for girls and boys share three brands in common, LEGO, TOP Gift and Force1, suggesting boys and girls toys may not be as neatly divided into the traditional pink and blue camps as one may have thought (although the walkee talkies we saw advertised were indeed pink for girls and blue for boys).

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