The toys product group on Amazon.com sold an estimated $510 million for the third quarter of 2018, up 30 percent from last year, according to Edge by AscentialAmazon.co.uk toy sales also witnessed a significant year-over-year growth of 15 percent with total estimated sales reaching £60 million (approx. $76 million).

In another report, Edge by Ascential found that toys were the top-selling category on Amazon during this year’s shopping season. From the Monday before Thanksgiving to the Sunday following Cyber Monday, toys brought in more than $400 million in estimated sales on Amazon.

Edge’s Market Share research reveals that outdoor play, toys for adults, and automotive toy trends will carry Amazon into the new year as one of the biggest toy sellers in America. Edge also predicts Amazon will expand its private brand strategy to include the toys category next year.

In the quarter leading up to the crucial holiday period, Edge found that the games category grew 65 percent to reach an estimated $100 million in sales, made up of mostly analog games such as board and card games, puzzles, and other group games such as Jenga. Toys and games marketed to adults made up eight of the top 50 toys during the third quarter, and most of those products were board or card games.

On Amazon.co.uk, LEGO was the number one toy trend, producing 14 of the 50 bestselling toys on Amazon.co.uk during the third quarter. Edge’s Market Share data found outdoor and sports toys was the fastest-growing toy category on Amazon.co.uk. It grew by over 40 percent year-over-year during the third quarter, surpassing both games and puzzles and infant and preschool in total sales.

According to Edge by Ascential’s Price + Promotion research, retailers placed greater emphasis on the promotion of toys during the Black Friday through Cyber Monday period this year.

Sales for each individual toy category also grew by at least 30 percent during Black Friday week, compared to the pre-promo weekly average, and grew again by 50 percent during Cyber Monday week. The toys product group brought in more than twice as much in sales as the next largest product group, home furniture, during the Black Friday/Cyber Monday period.