Anne Carrihill, Director of Toys and Games at Amazon shares insights from 2022, and predictions for the year ahead in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: Last year, Amazon declared that it experienced its biggest holiday weekend ever during the “Turkey 5.” The top toys and games sold during that time frame were an intriguing mix of classic products from major manufacturers and items from small businesses. To what do you attribute that duality?
Anne Carrihill: During the 2022 holiday season, customers purchased more items than ever before from Amazon’s selling partners — most of which are small- and medium-size businesses, in addition to well-known brands. Both have success with Amazon because we make it easy for customers to find great deals on the products they know and love, as well as discover fun new options to gift. Our virtual shelves offer an array of gifting inspiration with products from brands of all sizes, and included more than 600 toys and gifts in Amazon’s 2022 Holiday Kids Gift Book alone.
TB: How has producing a physical gift guide complemented Amazon’s e-commerce business?
AC: Holiday shoppers are always eager to know the latest toy trends and what gifts will be must-haves this year. Now a tradition in its own right, customers look forward to discovering the wide selection that Amazon’s Holiday Kids Gift Book showcases, making note of their must-have products ahead of the holiday season, and enjoying the included activities and games as a family; such as stickers, Fox and Bear masks, a campfire sing-along, a removable wish list, and this year’s heartwarming holiday short story, “The Biggest Bear Hug.” From toys to games to apparel to sports equipment and beyond, the Holiday Kids Gift Book shares the very best holiday gift ideas for anyone who loves to have fun and play. It’s a labor of love that takes months to put together ahead of the holiday season, with the team finding gift ideas that will appeal to babies, toddlers, bigger kids, and tweens — not to mention gifts for kids at heart. It makes shopping Amazon’s vast selection convenient and fun. New in 2022, the Holiday Kids Gift Book featured an adventure on Roblox and the digital version was also available in Spanish.
TB: What categories performed well for Amazon last year? What were some of your top sellers?
AC: At Amazon, we are always working to offer a wide selection of toys and games that give kids and families fun ways to play, learn, and engage with one another. From top brands to anticipated launches to unique selections from small businesses to classic board games and arts and crafts, we’re focused on delivering smiles to kids of all ages. In 2022, we saw enthusiasm for fresh toys and games from small business brands, as well as learning toys that allow kids to learn with games or arts and crafts projects. Additionally, action characters from Marvel, Pokémon, and Star Wars are as popular as ever, for both kids and collectors.
Toys continued to be a best-selling category, notably from Thanksgiving through Cyber Monday and across the holiday season, [with standouts] including the Melissa & Doug Let’s Play House Pretend Playset, classics like the Playskool Sit ‘n Spin and the LEGO Icons Succulents, as well as top sellers like What Do You Meme? Family Edition, Taco vs Burrito — The Strategic Family Friendly Card Game, and Kids Against Maturity: Card Game for Kids and Families, all from small businesses.
TB: What are your overall predictions for the state of the toy industry and toy retail this year?
Exciting trends we see for 2023 include: a) products catered to “kidult” customers such as the LEGO Icons Flower Bouquet, the Wingspan board game, and licensed products from Star Wars, Marvel, Jurassic World, DC Comics, and more; b) sensory toys propelled by trends on social media; and c) Disney 100th anniversary items, notably the new Funko Pop! Icons: Disney 100 Walt Disney with Drawing.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
