LEGO named Amazon’s best selling toy brand

LEGO is the biggest selling toy brand for the online retail giant Amazon.

Toys News reports the news that One Click Retail has LEGO pegged as the biggest seller in the toy section on Amazon.

According to One Click Retail’s brand measurement calculations, the top five toy brands on Amazon are Lego, Fisher-Price, Melissa & Doug, Little Tikes and Step2.

These top five toy brands, which have retained their rankings from 2016, currently account for 30 per cent of year-to-date toy sales on Amazon.

In the run up to Christmas, the LEGO Group’s Amazon sales will be important to the overall year’s picture.

“The holiday season makes or breaks a toy manufacturer’s financial year. While a bad month can, in most industries, be made up in subsequent months, a toy manufacturer who has a bad holiday season has to wait a whole year before they’re given another chance,” said Spencer Millerberg, CEO of One Click Retail.

“In 2016, more than half of all US toy sales on Amazon took place in less than a 60-day period. On Amazon in 2016, more than a third took place in December alone, with the majority of those going to first-party brands.

“With the latest Toys R Us bankruptcy news, it’s more important than ever for toy brands to develop an Amazon-first strategy.”


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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