Case studies
Industry marketing
Toys and games marketing
How can Amazon Ads fit into the marketing strategy for your toys and games business? Whether you're seeking to drive brand awareness or conversion, learn about the advertising solutions we can offer your business, anywhere customers spend their time.
It’s playtime, all the time
Amazon Ads can help brands connect with customers looking for toys year-round, in the moments that matter most.
The toys and games industry today
Marketing toys and games requires understanding the rapid evolution of the industry. Since 2020, the toy industry has gained 8.6MM new toy buyers – more than half of those new buyers were added in 2023.1 Sales increases are partially due to more adult consumers purchasing for themselves, and some toy brands are creating new products just for them. Meanwhile, sales of toys and games based on popular characters from cartoons, TV shows, and movies are also helping to propel growth.
Customer attitudes are also shifting, with many toy manufacturers focusing on eco-friendly toys and packaging to address customer sustainability concerns.
Toys and games marketing trends
US toy industry dollar sales in 20232
of adults purchased a toy for themselves in the past year.3
of toys are purchased by grandparents, up 3.1% YoY and the second largest consumer segment behind one’s own child.4
Challenges facing toys and games brands
Greater variety of options
Half of toy shoppers make their toy purchases online.5 Online browsing offers shoppers more selection than brick-and-mortar, which means that product discoverability is key.
Adapting to shifting customer behaviors
As toy shoppers increasingly move to online purchases, 53% of buyers are purchasing additional items during their toys transaction.6 Find new ways to engage shoppers and drive purchase intent by telling your brand and product story.
Thinking beyond the holiday season
Over 50% of toy purchases are gifts, but marketing toys shouldn't be limited to the holiday season.7 Brands need to keep their products top of mind when year-round gift-giving opportunities arise.
Insights for toys and games marketing
of toy buyers research online while shopping inside a retail store.8
of toys buyers who research online while in store visit an Amazon-owned site or app.9
agreed that Amazon provides information to make them feel confident in their toy purchase.10
of Amazon visitors remembered seeing advertising on Amazon prior to their toy purchase.11
Toys and games advertising strategies
Make data-driven decisions
Use Amazon shopping insights on Amazon DSP to reach new relevant toys audiences, anywhere customers spend their time, across desktop and mobile devices. Use Amazon first-party data to accurately measure your advertising’s impact on how consumers discover, research, and purchase toys across touch points.
Sources:
1Circana/Recipient Insights, U.S. Toys, Annual 2023 and U.S. Census Bureau, Population Division
2Circana/Retail Tracking Service/U.S. Toys/Annual 2023
3Circana, U.S. Omnibus, May 2024
4Circana, US Toys. Latest 12 months ending June 2023
5-11Kantar Amazon Ads Path to Purchase: toys, October 2022. Past three-month purchasers of toys. (Net: 1,000)