As an unusual year comes to a close, holiday data is starting to come in. One retailer quick to jump out in front of things is Amazon. Following 30 percent year-over-year growth in the third quarter and with 18 million toys shipped during Black Friday weekend, Amazon touts a “record-breaking year” in which the company shipped more items worldwide during the holiday season than ever before. One point of interest is the annual list of their top five best-selling toys in the U.S. and worldwide, a list toplined by MGA Entertainment‘s L.O.L. Surprise! dolls.
2018 Holiday Toys: Amazon Best-sellers
- L.O.L. Surprise! Glam Glitter Series Doll with 7 Surprises
- Nerf N-Strike Elite Strongarm Blaster
- Melissa & Doug Scratch Art Rainbow Mini Notes with Wooden Stylus
- Crayola Inspiration Art Case
- LEGO Creator 3-in-1 Mighty Dinosaurs (31058)
What all of these toys have in common is a price point below $15.
L.O.L. Surprise! also performed well at Amazon’s physical retail outposts, with products nabbing spots on the top five lists at both Amazon 4-Star (L.O.L. Surprise! Under Wraps Series) and Amazon Books (L.O.L. Surprise! Bling Series).
The Amazon Echo Dot Kids Edition and Fire Kids Editions tablets were among the “millions more” Amazon Devices shipped this season. The devices are home to the FreeTime Unlimited Platform, through which hundreds of content providers including Disney, Cartoon Network and Nickelodeon reach a mobile audience.
Amazon’s full holiday data is available here.