Selling Toys on Amazon: How the “Toys We Love” List Gives Brands a Boost

Ryan Faist

Ryan Faist, Channel Key
November 23, 2021

Selling toys on Amazon is big business. Toys and Games is currently the third-largest category on the retail giant’s marketplace, generating $5.6 billion in 2020. With more than 2.5 active sellers, the competition on Amazon is high. However, there is one list that virtually guarantees success for a toy brand during the holidays. Each year, Amazon compiles what it considers to be the hottest and most anticipated toys and games of the season. Released in late September, Amazon’s 2021 Toys We Love list features 170 new toys and games for children of all ages and interests, including 70+ family-friendly products found exclusively at Amazon.

“We’re so excited to unveil this year’s Toys We Love list, which features more new products and Amazon exclusives than ever before,” said Anne Carrihill, Amazon’s Director for Toys and Games. “Customers will discover family-friendly gift ideas that spark imagination, promote inclusion, and help kids learn in fun and engaging ways.”

The Amazon Toys We Love list provides invaluable visibility for selected brands just in time for the holiday shopping season. Featured products receive powerful (and free) exposure from national media outlets that report on the annual list and often sell out long before Black Friday. Amazon distinguishes these items with a dedicated online store that provides easy navigation for customers with the following search filters:

  • 0-2 Years Old
  • 3-5 Years Old
  • 6-8 Years Old
  • 9-11 Years Old
  • 12 Years +
  • Action Toys & Vehicles
  • Arts & Crafts
  • Building Toys
  • Dolls
  • Games & Puzzles
  • Learning & Technology
  • Outdoor Sports & Ride-Ons
  • Plush
  • Preschool & Pretend Play

What You’ll Find on the Amazon Toys We Love List

A Screenshot of Amazon's Top Holiday Toys for 2021

This year’s list includes toys from Barbie, Fisher-Price, LEGO, Little Tikes, L.O.L. Surprise!, Melissa & Doug, NERF, Play-Doh, Rainbow High, and Ravensburger, as well as characters from Star Wars, Marvel, Disney Raya and The Last Dragon, Blue’s Clues & You!, Bluey, and Paw Patrol the Movie.

Science, coding, and engineering students can learn with Osmo Math Wizard and STEM kits from National Geographic. Fans of Disney can collect Amazon’s 12 limited edition toys in the 2021 Disney Treasures from the Vault plush collection, available exclusively at Amazon.

Customers will find toys inspired by the Amazon Original Series Do, Re & Mi, a show about the musical adventures of three bird friends who live in a world filled with melodies. Available in October will be toys from the highly promoted LEGO Monkie Kid, an animated series inspired by a Chinese legend, now available exclusively on Amazon Kids+ in the U.S. and coming to Prime Video later this fall.

This year’s list includes Climate Pledge Friendly toys as well, such as DIY bird houses that are made with wood certified by the Forest Stewardship Council. Climate Pledge Friendly is an Amazon program created to help customers discover and shop for more sustainable products.

A Screenshot of Amazon's Toys We Love for 2021

Selling Toys on Amazon: Discover Your Brand’s Sales Potential

There has never been a better time for toy brands to sell on Amazon. The release of Amazon’s 2021 Toys We Love List comes at the forefront of the holiday shopping season, which is expected to break online sales records. As a recognized Amazon agency that has helped more than 150 brands generate $500 million in sales, we can help take your toy brand to the next level. The first step is to discover your sales potential on Amazon with our FREE Growth and Opportunity Report. This customized, in-depth analysis provides a wealth of data, research, and actionable insights, including the following:

  • Sales Potential
  • Category Market Share
  • Content Audit
  • Growth Opportunities
  • Advertising Spend Forecast
  • Profitability Analysis

Schedule a brief call with one of our Amazon experts to get started on your FREE Growth and Opportunity Report.

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