The Toys & Games category on Amazon boasts an extensive range of products catering to various age groups, genders, and interests, all with a common purpose: to entertain. In an ever-evolving world, one thing remains constant—people’s insatiable appetite for entertainment. This demand has surged even further in recent times due to the COVID-19 pandemic, as millions adapted to remote work, virtual learning, and social distancing measures. Whether seeking amusement, distraction, or relief from stress, consumers turned to the Toys & Games category on Amazon, propelling it to unprecedented growth.
Notably, major players in the industry like Lego, Hasbro, and Mattel witnessed significant expansion in 2020, indicative of the category’s tremendous potential. The upward trajectory is expected to continue, with the global Toys & Games industry projected to surpass $330 billion in revenue in 2021. However, the growth story extends beyond the giants, as Amazon sellers of all sizes witnessed remarkable progress.
Basilio Inc, partnering with numerous Toys & Games brands, experienced a remarkable 30% year-on-year increase in Amazon sales in 2020. Additionally, advertising costs significantly decreased, with the advertising cost of sale (ACOS) down by 29% year-over-year. The solid performance continues into 2021, with Basilio Inc’s partner brands achieving an average 18% growth in Amazon sales from January through April 2021 compared to the same period in 2020.