INDUSTRY REPORT
CategoryIQ: Stuffed Toys
Our CategoryIQ reports unpack the latest market trends from US Amazon data at the category level. These exclusive insights help our customers understand the category and competitive dynamics influencing market growth, and how they can apply winning strategies to grow their brands across retailers, too.
Here’s what we found is trending in Stuffed Toys:
On average, Toy categories have grown by 18%, indicating a positive market trend—with games, playsets and activity kits seeing the most significant growth. Stuffed Toys specifically saw 5% growth during the period from Jun. 9 – Sep. 07, 2024, with Care Bears and Just Play claiming the top spots in the category.
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3 Key insights
- Growth: The Stuffed Toys category is experiencing incremental growth with notable shifts in market share among competitors. Brands that adjusted promotional strategies effectively, such as Aurora and Just Play, gained traction.
- Pricing structure: The $15-19 price band remains dominant, contributing 33.5% of unit sales and 31.7% of revenue, with Squishmallows as the dominant brand.
- Shopper behavior: Consumers continue to show a strong preference for themed products, particularly "Bear Stuffed Animals" and toys that appeal to specific age groups. 33% of category searches are for Bluey products, indicating high brand awareness and recall.
