Meta-Analysis of the 2022 Retailer "Hot Toy Lists"

Global Toy Experts Exclusive

Meta-Analysis of the 2022 Retailer “Hot Toy Lists” from Amazon, Target, Walmart, Toys R Us, Hamleys, Smyths

We analyzed 257 toys from 71 toy companies listed by six retailers.

Be surprised like Santa and discover who has the lowest price points, the most toy listings, the hottest licenses, and more.

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U.S. Market Basket Price Analysis

A word about our methodology: Our market basket price analysis aims to determine the average retail per each retailer and each toy company on the list.
 
We determine that by adding the retail value of each item on a Hot Toy List and then dividing it by the number of items on the list. We do the same for each toy company listings.

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Market Basket Value Per Retailer (Walmart, Target and Amazon)

What we learned:

Retailers and suppliers are being cautious with their pricing in 2022. Walmart, Target, and Amazon showed declines in the retail market basket value of their toys. Our takeaway is that all three bet that consumers would cut back on toy spend. Hence, they reduced the number of high retail products, and the average dropped accordingly.
 
Target, for example, has since 2019 trended up in its retail mix. But, as you can see from the chart below, Target reversed its trend this year and reduced the retail value of its product mix by 24%. Walmart’s retail mix declined by 11% and Amazon's by 20%. (We did not include Toys R Us / Macy’s because there is no history to track).


                2022        2021          2020          2019
Walmart    $71.07      $80.09       $78.85       $82.50
Target       $73.08      $94.08       $81.06       $66.72
Amazon    $49.30      $61.23       $20.57        -------


 

The full report includes:
 

  • MARKET BASKET VALUE PER RETAILER

  • MARKET BASKET VALUE PER TOY COMPANY

  • NUMBER OF LISTINGS PER TOY COMPANY

  • NUMBER OF LISTINGS PER LICENSE

  • NUMBER OF LISTINGS PER LICENSE HOLDER

  • PRICE COMPARISONS FOR ITEMS ON AT LEAST TWO RETAILER LISTS

  • TOYS THAT MADE THE RETAILER HOT TOY LISTS AND WERE ALSO TOTY NOMINEES

  • HOT TOY LISTS – THE U.S. VERSUS THE U.K.

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