Toys - September - 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

October

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: American Girl takes the lead in the toys industry with a significant number of emails sent, maintaining good email scoring despite needing improvement in promotions. Funko and Superplastic also perform well, showcasing good email scoring and promotions. BigStuffed and Lime Tree Kids exhibit potential but need enhancements, especially in promotions. Jiggy Puzzles, Lovevery, Nugget, Osmo, GAME, MEL Science, The Works, Quell, Build-A-Bear Workshop, and WOWCube face challenges and require substantial improvements in both email scoring and promotions.

Email Deliverability Summary: Jiggy Puzzles excels in email deliverability, demonstrating a low spam score and optimal email size. American Girl, Nugget, and WOWCube also perform well, maintaining a good balance between spam score and email size. Osmo, GAME, Quell, Lime Tree Kids, Lovevery, and Funko need enhancements, particularly in spam score and email size. The Works, BigStuffed, MEL Science, and Superplastic lag behind, requiring significant improvements in both aspects to enhance deliverability.

Ads Performance Summary: Lovevery leads in ads performance with a high number of new ads, good ad velocity, and diverse copies. Build-A-Bear Workshop and BigStuffed also demonstrate strong ads performance with a balanced approach to ad velocity and unique copies. American Girl, Superplastic, Quell, MEL Science, The Works, Funko, GAME, Nugget, and Lime Tree Kids show potential but need enhancements in both ad velocity and diversity. Jiggy Puzzles, Osmo, and WOWCube face challenges, requiring improvements in both ad velocity and diversity.

Emails sent on average

8.3

Ads published on average

29

Average Spam Score

2.0

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 8.33 54.11%
Jiggy Puzzles
8

⚠️ Fair

67.13%

✅ Good

American Girl
29

✅ Good

49.24%

⚠️ Fair

Nugget
7

❌ Poor

57.43%

⚠️ Fair

WOWCube
1

❌ Poor

73.0%

✅ Good

Osmo
6

❌ Poor

46.67%

❌ Poor

GAME
5

❌ Poor

48.0%

❌ Poor

Quell
4

❌ Poor

58.0%

⚠️ Fair

Lime Tree Kids
9

⚠️ Fair

47.11%

❌ Poor

Lovevery
7

❌ Poor

32.57%

❌ Poor

Funko
18

✅ Good

61.33%

✅ Good

The Works
4

❌ Poor

59.0%

⚠️ Fair

BigStuffed
9

⚠️ Fair

60.78%

✅ Good

MEL Science
4

❌ Poor

46.75%

❌ Poor

Superplastic
11

✅ Good

60.0%

✅ Good

Build-A-Bear Workshop
3

❌ Poor

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 -2.01 2,180.81 kb
Jiggy Puzzles
✅ -2.65

✅ Good

1,036.8 kb

✅ Good

American Girl
✅ -2.18

⚠️ Fair

2,748.01 kb

❌ Poor

Nugget
✅ -2.07

⚠️ Fair

1,865.81 kb

✅ Good

WOWCube
✅ -0.1

❌ Poor

300.29 kb

✅ Good

Osmo
✅ -3.52

✅ Good

2,499.72 kb

❌ Poor

GAME
✅ -3.0

✅ Good

1,934.64 kb

✅ Good

Quell
✅ -0.38

❌ Poor

1,256.02 kb

✅ Good

Lime Tree Kids
✅ -0.1

❌ Poor

3,155.76 kb

❌ Poor

Lovevery
🟧 2.74

❌ Poor

2,594.41 kb

❌ Poor

Funko
✅ -3.16

✅ Good

1,804.11 kb

✅ Good

The Works
✅ -1.8

❌ Poor

821.37 kb

✅ Good

BigStuffed
✅ -2.22

✅ Good

1,798.7 kb

✅ Good

MEL Science
✅ -1.35

❌ Poor

6,680.9 kb

❌ Poor

Superplastic
✅ -2.11

⚠️ Fair

1,249.09 kb

✅ Good

Build-A-Bear Workshop
✅ -1.77

❌ Poor

861.39 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 28.53 16.6
Jiggy Puzzles
3

✅ Good

0

✅ Good

American Girl
45

❌ Poor

8

✅ Good

Nugget
18

✅ Good

12

✅ Good

WOWCube
0

✅ Good

-
Osmo
0

✅ Good

-
GAME
19

✅ Good

10

✅ Good

Quell
34

❌ Poor

5

✅ Good

Lime Tree Kids
4

✅ Good

4

✅ Good

Lovevery
77

❌ Poor

42

❌ Poor

Funko
19

✅ Good

10

✅ Good

The Works
23

✅ Good

11

✅ Good

BigStuffed
58

❌ Poor

6

✅ Good

MEL Science
30

⚠️ Fair

12

✅ Good

Superplastic
38

❌ Poor

15

⚠️ Fair

Build-A-Bear Workshop
60

❌ Poor

39

❌ 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 222 194 45.33%
Jiggy Puzzles
3

✅ Good

0

✅ Good

0.0%
American Girl
10

✅ Good

35

✅ Good

77.78%
Nugget
11

✅ Good

7

✅ Good

38.89%
WOWCube
0

✅ Good

0

✅ Good

-
Osmo
0

✅ Good

0

✅ Good

-
GAME
11

✅ Good

8

✅ Good

42.11%
Quell
6

✅ Good

28

✅ Good

82.35%
Lime Tree Kids
2

✅ Good

2

✅ Good

50.0%
Lovevery
6

✅ Good

70

✅ Good

90.91%
Funko
17

✅ Good

2

✅ Good

10.53%
The Works
19

✅ Good

2

✅ Good

8.7%
BigStuffed
57

✅ Good

1

✅ Good

1.72%
MEL Science
11

✅ Good

19

✅ Good

63.33%
Superplastic
23

✅ Good

14

✅ Good

36.84%
Build-A-Bear Workshop
46

✅ Good

6

✅ Good

10.0%

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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