Toys - November - 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

December

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 Overview: The Toys industry sees a substantial 37.35% boost in weekly emails, averaging 14.93. Lovevery spearheads, showcasing impressive engagement with 114 new ads and diverse content. Osmo and Build-A-Bear Workshop follow, demonstrating solid engagement, while Jiggy Puzzles needs to revamp its strategy, with a poor email scoring and low promotions.

Email Deliverability Insights: Delivery optimization reveals diverse performance. Jiggy Puzzles grapples with both poor spam scores and inefficient email size handling, warranting immediate attention. American Girl excels in delivery, maintaining a good spam score and email size optimization. Lovevery, despite good spam scores, struggles with larger email sizes, impacting deliverability.

Ads Performance: The industry witnesses a slight 5.73% dip in weekly ads, averaging 40.6. Lovevery dominates with 114 new ads and a plethora of unique copies, showcasing an expansive advertising landscape. The Works, Quell, and GAME also demonstrate commendable ad velocity, while WOWCube lags behind with no detected ads.

Emails sent on average

14.9

Ads published on average

41

Average Spam Score

1.8

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 14.93 51.39%
Jiggy Puzzles
12

❌ Poor

63.33%

✅ Good

American Girl
40

✅ Good

44.68%

❌ Poor

Nugget
13

❌ Poor

49.54%

⚠️ Fair

WOWCube
0

❌ Poor

0%

❌ Poor

Osmo
25

✅ Good

42.44%

❌ Poor

GAME
13

❌ Poor

41.23%

❌ Poor

Quell
7

❌ Poor

53.14%

⚠️ Fair

Lime Tree Kids
8

❌ Poor

41.88%

❌ Poor

Lovevery
12

❌ Poor

41.0%

❌ Poor

Funko
21

✅ Good

59.43%

✅ Good

The Works
13

❌ Poor

48.46%

⚠️ Fair

BigStuffed
18

✅ Good

65.5%

✅ Good

MEL Science
6

❌ Poor

49.83%

⚠️ Fair

Superplastic
11

❌ Poor

56.18%

⚠️ Fair

Build-A-Bear Workshop
25

✅ Good

62.0%

✅ 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 -1.79 2,835.47 kb
Jiggy Puzzles
✅ -1.05

❌ Poor

2,695.08 kb

⚠️ Fair

American Girl
✅ -3.15

✅ Good

4,150.45 kb

❌ Poor

Nugget
🟧 0.02

❌ Poor

1,620.4 kb

✅ Good

WOWCube
- -
Osmo
✅ -2.8

✅ Good

2,624.4 kb

⚠️ Fair

GAME
✅ -2.93

✅ Good

4,325.08 kb

❌ Poor

Quell
✅ -2.43

✅ Good

9,334.93 kb

❌ Poor

Lime Tree Kids
✅ -4.6

✅ Good

2,968.25 kb

⚠️ Fair

Lovevery
🟧 3.95

❌ Poor

1,580.56 kb

✅ Good

Funko
✅ -2.24

✅ Good

1,748.03 kb

✅ Good

The Works
✅ -2.38

✅ Good

1,532.89 kb

✅ Good

BigStuffed
✅ -2.42

✅ Good

2,210.51 kb

✅ Good

MEL Science
✅ -2.6

✅ Good

7,964.04 kb

❌ Poor

Superplastic
✅ -0.64

❌ Poor

1,202.9 kb

✅ Good

Build-A-Bear Workshop
✅ -1.2

❌ Poor

1,135.5 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 40.6 19.47
Jiggy Puzzles
1

✅ Good

1

✅ Good

American Girl
11

✅ Good

5

✅ Good

Nugget
17

✅ Good

9

✅ Good

WOWCube
0

✅ Good

-
Osmo
0

✅ Good

-
GAME
48

❌ Poor

19

⚠️ Fair

Quell
48

❌ Poor

9

✅ Good

Lime Tree Kids
3

✅ Good

3

✅ Good

Lovevery
114

❌ Poor

60

❌ Poor

Funko
76

❌ Poor

24

❌ Poor

The Works
50

❌ Poor

8

✅ Good

BigStuffed
66

❌ Poor

6

✅ Good

MEL Science
86

❌ Poor

6

✅ Good

Superplastic
30

✅ Good

14

✅ Good

Build-A-Bear Workshop
59

❌ Poor

28

❌ 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 336 273 44.83%
Jiggy Puzzles
1

✅ Good

0

✅ Good

0.0%
American Girl
7

✅ Good

4

✅ Good

36.36%
Nugget
6

✅ Good

11

✅ Good

64.71%
WOWCube
0

✅ Good

0

✅ Good

-
Osmo
0

✅ Good

0

✅ Good

-
GAME
32

✅ Good

16

✅ Good

33.33%
Quell
24

✅ Good

24

✅ Good

50.0%
Lime Tree Kids
0

✅ Good

3

✅ Good

100.0%
Lovevery
10

✅ Good

104

✅ Good

91.23%
Funko
46

✅ Good

30

✅ Good

39.47%
The Works
46

✅ Good

4

✅ Good

8.0%
BigStuffed
50

✅ Good

16

✅ Good

24.24%
MEL Science
47

✅ Good

39

✅ Good

45.35%
Superplastic
19

✅ Good

11

✅ Good

36.67%
Build-A-Bear Workshop
48

✅ Good

11

✅ Good

18.64%

Ads detected over time

Browse previous benchmarks

Toys - February - 2024

READ MORE

Toys - January - 2024

READ MORE

Toys - December - 2023

READ MORE

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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