Toys - August - 2023


The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Toys

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Toys

industry, for the month of

September

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

Email Marketing Summary:In the Toys industry, American Girl sends the most emails on average (20) but with a fair email score. Funko and GAME also send a good number of emails with higher email scores. Brands like MEL Science and The Works need to improve their email marketing strategies.

Email Deliverability Summary:Jiggy Puzzles leads in email deliverability with a good spam score and email size. American Girl and Nugget also perform well in this aspect. However, WOWCube and Lovevery need to work on their email deliverability.

Ads Performance Summary:MEL Science is the most active in advertising with 83 new ads and a good variety of unique copies. Lovevery and Build-A-Bear Workshop also perform well in ads. Brands like Osmo and Lime Tree Kids lag in ad performance.

Social Ads Diversity Summary:Lovevery stands out in social ad diversity with a high proportion of videos. Quell and MEL Science also excel in this aspect. However, brands like Jiggy Puzzles and WOWCube need to diversify their social ads with more videos.

In summary, American Girl, Funko, and GAME are sending a good number of emails, but they need to improve email quality. Jiggy Puzzles excels in email deliverability. MEL Science leads in advertising, while Lovevery is strong in social ad diversity. Brands like Osmo and Lime Tree Kids need to work on their email marketing and ad strategies to compete effectively in the Toys industry.

Emails sent on average

7.3

Ads published on average

33

Average Spam Score

2.1

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand # Emails Sent Performance Email Scoring Performance
Average 7.33 52.49%
Jiggy Puzzles
7

⚠️ Fair

61.57%

✅ Good

American Girl
20

✅ Good

50.7%

⚠️ Fair

Nugget
9

✅ Good

59.89%

✅ Good

WOWCube
2

❌ Poor

68.0%

✅ Good

Osmo
6

❌ Poor

44.67%

❌ Poor

GAME
10

✅ Good

60.3%

✅ Good

Quell
2

❌ Poor

50.0%

⚠️ Fair

Lime Tree Kids
9

✅ Good

48.0%

⚠️ Fair

Lovevery
9

✅ Good

32.44%

❌ Poor

Funko
19

✅ Good

58.47%

✅ Good

The Works
5

❌ Poor

41.4%

❌ Poor

BigStuffed
0

❌ Poor

0%

❌ Poor

MEL Science
6

❌ Poor

46.17%

❌ Poor

Superplastic
4

❌ Poor

54.5%

⚠️ Fair

Build-A-Bear Workshop
2

❌ Poor

73.0%

✅ Good

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand Average Spam Score Performance Email Size Performance
Average -2.14 2,467.78 kb
Jiggy Puzzles
✅ -2.59

✅ Good

1,320.95 kb

✅ Good

American Girl
✅ -2.47

✅ Good

3,472.45 kb

❌ Poor

Nugget
✅ -1.8

❌ Poor

1,611.74 kb

✅ Good

WOWCube
✅ -5.1

✅ Good

3,549.62 kb

❌ Poor

Osmo
✅ -3.33

✅ Good

2,426.76 kb

⚠️ Fair

GAME
✅ -3.0

✅ Good

1,425.3 kb

✅ Good

Quell
✅ -0.1

❌ Poor

2,199.1 kb

✅ Good

Lime Tree Kids
✅ -3.53

✅ Good

2,361.91 kb

⚠️ Fair

Lovevery
🟧 1.26

❌ Poor

3,242.33 kb

❌ Poor

Funko
✅ -2.46

✅ Good

1,801.18 kb

✅ Good

The Works
✅ -0.3

❌ Poor

1,791.85 kb

✅ Good

BigStuffed
- -
MEL Science
✅ -3.68

✅ Good

6,018.28 kb

❌ Poor

Superplastic
✅ -2.22

⚠️ Fair

1,686.37 kb

✅ Good

Build-A-Bear Workshop
✅ -0.1

❌ Poor

734.3 kb

✅ Good

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand New Ads Detected Performance Unique Copy Performance
Average 32.8 18.53
Jiggy Puzzles
0

✅ Good

-
American Girl
34

⚠️ Fair

19

⚠️ Fair

Nugget
12

✅ Good

7

✅ Good

WOWCube
0

✅ Good

-
Osmo
0

✅ Good

-
GAME
21

✅ Good

14

✅ Good

Quell
28

✅ Good

0

✅ Good

Lime Tree Kids
5

✅ Good

3

✅ Good

Lovevery
82

❌ Poor

50

❌ Poor

Funko
34

⚠️ Fair

23

❌ Poor

The Works
24

✅ Good

9

✅ Good

BigStuffed
54

❌ Poor

2

✅ Good

MEL Science
83

❌ Poor

12

✅ Good

Superplastic
51

❌ Poor

9

✅ Good

Build-A-Bear Workshop
64

❌ Poor

31

❌ Poor

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 246 232 47.15%
Jiggy Puzzles
0

✅ Good

0

✅ Good

-
American Girl
23

✅ Good

11

✅ Good

32.35%
Nugget
10

✅ Good

2

✅ Good

16.67%
WOWCube
0

✅ Good

0

✅ Good

-
Osmo
0

✅ Good

0

✅ Good

-
GAME
9

✅ Good

10

✅ Good

47.62%
Quell
4

✅ Good

24

✅ Good

85.71%
Lime Tree Kids
2

✅ Good

3

✅ Good

60.0%
Lovevery
5

✅ Good

77

✅ Good

93.9%
Funko
29

✅ Good

2

✅ Good

5.88%
The Works
19

✅ Good

4

✅ Good

16.67%
BigStuffed
41

✅ Good

13

✅ Good

24.07%
MEL Science
19

✅ Good

62

✅ Good

74.7%
Superplastic
33

✅ Good

18

✅ Good

35.29%
Build-A-Bear Workshop
52

✅ Good

6

✅ Good

9.38%

Ads detected over time

Browse previous benchmarks

Toys - February - 2024

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Toys - January - 2024

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Toys - December - 2023

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Toys - November - 2023

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Toys - October - 2023

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Toys - September - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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