360pi’s Holiday Insights 2015 Toys Report: Licensed Toys to Dominate this Holiday

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LEGO, Disney and Amazon building performance with licensed toys.

Ottawa, Canada: 360pi, the leader in product intelligence, today released the first report in its popular Holiday Insights Series. 360pi’s Holiday Insights report, Retailers Play With Toy Trends, sampled more than 1,000 of the top-trending toys and games from Amazon’s holiday assortment, matched 1:1 with Walmart, Target and Toys“R”Us.

A few key trends are emerging:

The Force is with Star Wars, LEGO.
LEGO and Disney Frozen toys remain popular, but Star Wars toys have become a major force in the category, following this fall’s merchandise campaign. As well, the #1 trending LEGO sub-category is LEGO Star Wars.

LEGO is tops in building toys.
LEGO completely dominates the building toys sub-category, making 85% of the top ranked building toys on Amazon.com.

Amazon leads in price-dynamism.
Of the toys sampled by 360pi, Amazon was by far the most price-dynamic, repricing an average of 17% of the sampled products from the day prior. Target was least price-dynamic, changing prices on only 5% of the sampled assortment.

LEGO and Bandai brands display opposite levels of price-dynamism.
Some brands are significantly more price-dynamic than others. For example, LEGO experienced very few daily price changes, perhaps due to solid sales performance and loyalty within the category; in contrast, Japanese toy maker, Bandai had nearly 25% of their video game and game based items repriced from the day prior. Brands and manufacturers with low levels of price dynamism have, in the past, been associated with robust “minimum advertised price” (MAP) policies and management, which may also be a driver in LEGO’s relatively low level of dynamism.

Amazon, Walmart lead with lowest online prices.
It’s no surprise that Amazon and Walmart are leading the market with the lowest online prices a vast majority of the time within the sample group. In the last two weeks of October, retailers were maintaining relatively stable price positioning in toys, with a consistent pricing gap with Amazon on 1:1 matched products.

This particular analysis does not factor in deals such as coupons, “buy one get one”, or loyalty offers, but 360pi expects that retailers will rely heavily on these as well as using non-price tactics to drive performance this holiday.

Retailers Play With Toy Trends is part of 360pi’s third annual award-winning Holiday Insights report series, featuring a Holiday Count-Down Calendar, a must-have for every retailer and brand this holiday season. Subscribers to the program receive holiday product and pricing trend reports, pre- and post-holiday analysis webcasts, and Top 100 Most-Wished-For Toys and Electronics summaries, among other category insights. These insights cover the strategies and tactics for a number of major retailers, including but not limited to, Amazon, Walmart, and Target, over the course of the holiday season. For more information about how 360pi’s product and pricing solutions can help retailers and brands win this holiday season, please contact info(at)360pi(dot)com.

About 360pi
360pi derives profitable insights from product and pricing big data to help leading omnichannel retailers, etailers, and brand manufacturers compete and win with shoppers. 360pi’s customer base accounts for over $US200 billion in annual product sales and includes Ace Hardware, Build.com, and Overstock.com, along with several Fortune 500 consumer products companies. With the majority of in-store purchases being influenced online, 360pi helps retailers and brands successfully navigate the multi-channel landscape with real-time insight into who is selling what, where, when, and for how much. Ultimately, 360pi customers make smarter decisions faster to drive increased revenues and margins across all channels.

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Maria Sturova
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