41% Plan to Buy Toys – Barbie and Star Wars Top Holiday Lists

After losing her crown to Disney’s Frozen characters in 2014, Barbie is back on top of the National Retail Federation’s Top Toys list for the 2015 holiday season. The survey, which is conducted by Prosper Insights & Analytics, asks holiday shoppers what toys they plan to buy for the children in their lives and among those with their shopping lists already prepared, one in five (21.2%) will purchase a Barbie for the little girls on their lists; another 13 percent of adults will buy toys related to Disney’s Frozen. The survey also found that Star Wars mania is clearly on the minds of children everywhere as adults ranked Star Wars toys as something they would buy for both boys (11.7%) and girls (1.9%). Star Wars jumped to the No. 2 spot on the boys list from No. 15 last year. NRF’s Holiday Spending Survey found that 41.2 percent of shoppers plan to buy toys this holiday season, according to, "After Losing Out to Disney’s Frozen Last Year, Barbie Back on Top of Girls’ Toy Lists." “Retailers are already offering an array of exclusive and unique toy options for parents and adults to choose from this holiday season, including high-​end electronic and educational toys, board games and even the classics like LEGOs,” said NRF President and CEO Matthew Shay. “We know retailers are ready with an array of toy options when it comes to finding what they want over Thanksgiving weekend and all season long.” The survey found Monster High items, American Girl and My Little Pony products were also popular with those planning to shop for little girls this holiday season. LEGO toys kept their hold as the most-​requested item among boys this year with 12.2 percent of adults planning to buy LEGOs. Cars and trucks, video games, Hot Wheels and Teenage Mutant Ninja Turtles were a few other hot items listed on the boys’ toy list. “Timeless brands like LEGO and Barbie will forever resonate with both children and the adults in their life who grew up playing with those same toys,” said Prosper’s Principal Analyst Pam Goodfellow. “Given the easy access to top toys this holiday season and retailers’ hard-​to-​pass-​up promotions, this is likely to be a big year for the toy category.” Now that you know the most wanted toys, make sure your toy retailers are advertising with you, as well as on the following websites. Here are the 10 sites that holiday-​season toy advertisers need to target. And there are lots of surprises – like The Onion, Christopher Heine wrote in AdWeek's piece, "Here Are the 20 Sites Holiday Season Toy Advertisers Need to Target." "And while [advertisers] should have most of [their] media plan in place by now, it's never too late to make a smart ad buy. With that in mind, Quantcast did some helpful research, combining first-​party and third-​party data to suss out what digital properties are most often visited by toy shoppers," Heine reported. "The web stats company looked at 700 sites to determine what percentage of readers were more likely to buy toys this holiday season than average consumers." 

  1. Rant Sports
  2. oola​.com
  3. Newser
  4. Ebaumsworld​.com
  5. 22words​.com
  6. swifty​.com
  7. ScienceAlert​.com
  8. livingly​.com
  9. The Hill
  10. Page Six

So, you've got the top toys and you've got the top websites parents are viewing, now you've got to get the goods on the shopper mindset. AudienceSCAN is here to help with that! Parents of Children aged 6 to 9 plan to attend holiday or Christmas expos – at least 13% of them will! In the past month, 20.4% used search engines to research the reputation of a business person, so Google your SMB owners to see if they need reputation management services pronto! And 27% of parents used mobile devices to compare pricing at a competitor while shopping. Try advertising to parents via mobile smartphone apps or text messages because they are 66% more likely than average consumers to take action after receiving those types of ads. AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.