According to One Click Retail‘s brand measurement calculations, the top five highest-selling toy brands on Amazon are LEGO, Fisher-Price, Melissa & Doug, Little Tikes, and Step2.
These toy brands, which retain their rankings from last year, account for 30 percent of year-to-date toy sales on Amazon. One Click Retail has calculated first-party toy sales at $970 million year to date, a 9 percent year-over-year increase. Last year, total Amazon toy sales reached a record $4 billion, capturing 20 percent of the total toys market in the U.S.
Despite LEGO’s top spot on Amazon and a 2 percent year over year increase in sales so far, the company lost 3 percent market share compared to this time last year. One Click Retail predicts that LEGO and other brands will capitalize on Amazon’s fastest-growing toy sub-category—robotic toys, which has seen a 40 percent year over year sales increase last year.
Other notable year over year increases include Funko moving up one spot to No. 7 with a 59 percent year over year increase in sales, and Crayola maintaining the No. 10 spot, but having a 48 percent year over year increase. Year over year, Nerf (No. 6) increased 40 percent, VTech (No. 8) increased 6 percent, Disney (No. 11) increased 25 percent, KidKraft (No. 12) increased 4 percent, Barbie (No. 13) increased 10 percent, and Power Wheels (No. 15) increased 22 percent.
