How the Fingerlings Became the Most Popular Toys at E-commerce Site
According to NPD Group, a venture capital and market consulting firm, Fingerlings is one of the fastest selling toys in the United States in September 2017. How does a fingertip monkey changed from an obscene toy to being a must-have for kids and top the roster of best retailers of the year?
Between 1st September and mid-October, retailers such as Toys R Us, Wal-Mart, Target, Kmart and Amazon have unveiled toys they consider particularly popular, covering all ages, price and type. Retailers promote these toys on their websites and ads. The list of toys has been widely disseminated on media such as social media, news reports and blogs.
Juli Lennett, a toy industry analyst at NPD, said such concerns are good for toy sales. However, whether the list has driven the market trend or the hot toys are destined to be hot, it is very difficult to answer. They are as unproblematic as the "first chicken or egg" issue.
So,how do fingerlings were selected by Toys R Us, Wal-Mart, Kmart and Amazon? The best toy selection generally began more than a year ago, firstly, the retailer will participate in the toy fair to visit suppliers, Learn about upcoming products. However, Richard Barry, chief marketing officer at Toys R Us, said some toy selection may start earlier. In the company's 2017 "Geoffrey's Top 20" list, a toy guitar was public, similar to the guitar in the Pixar movie "The Dream Travel". Barry said they decided to launch the toy guitar with Mattel when they saw drawings of the movie a few years ago.
There are several factors that businesses should consider when choosing a toy, including the toy's past sales figures, market trends and the popularity of social media.
Retailers will select some of the movie or television show broadcast time to introduce the appropriate licensed toys to promote sales. Of course, the retailer will also settle the price to ensure that the pricing of the toy will attract consumers. Kelly Cook, chief marketing officer for Kmart and Sears, said: "We use quite a few algorithms to figure out the price points for predicting toys." In addition to statistics and data, stores allow buyers to predict whether children like this toys or not, such as the characteristics of toys, toys innovation which will attract them.
Barry said, "This is a continuous filtering process." Wal-Mart has taken a rather special approach to filtering. For example, in July, Wal-Mart invited local children in northern Arkansas to test about 100 toys, and then came to the toy list based on the children's feedback. "All the toys selected for testing are well rated, but we need to pick out some of the most special ones," said Anne Marie Kehoe, Wal-Mart's vice president of toy sales. Kehoe said sales of its toys have started to improve since Wal-Mart started inviting kids to test toy five years ago. Kehoe said frankly that after seeing the reaction of the children playing fingerlings, she was only sure that the fingerlings would be one of 2017 best selling toys.
Kehoe said: "The toy industry is not 100% successful." Most of the toys that make up the best list have their own distinctions, such as specific colors, versions, etc., all of which consumers could find nowhere. Hatchimals is one of 2016's hottest toys. James Martin, Technical director of robotics said: "The introduction of exclusive products is one way to gain market share for large chain toy stores." Hatchimals are also repeated appeard in the best toy list in the year of 2017. Adobe tracked sales figures for Top 100 retailers and found Hatchimals had the best sales on Cyber Monday. Martin said the launch of exclusive products is a collaboration between manufacturers and retailers. Spin Master's products foreshadowed the "animal trends" of toys, and animals such as dogs, cats and horses have long been populared with children.
Martin said the unicorn is very popular in 2017, while the otter seems to be the next hot choice. Fingerlings makers push out a otter-shaped fingerlings for Wal-Mart and unleashed a unicorn for the toy R Us. Wal-Mart and Toys R Us have put fingerlings on the Best Toys List of the Year. Kehoe said if the fingertip monkey did not pass the toy testing phase, they would put it in a follow-up supplement to the best-of-breed list.
The list provided by the major retailers varies, but some toys overlap. Combine the 2017 listings from Amazon, Toys R Us, Walmart, Kmart and Target for a total of 26 toys. Most of them have achieved good sales volume, since the start of the season, it also showed good sales growth. Davin Sufer, chief technology officer at WowWee, thinks the toys in the list have long been consumer-focused, "after all, you can not open your eyes and tell people that something bad is good." But that's not Means that the list given by the retailer is not important, "said Martin Spin Master." The more these products appear on the Internet, the more likely they are to be seen. "This will create a sense of product." Also made those toys widely publicized.