Toy Talk | What Really Drove Prime Day Toy Sales?

Prime Day Exclusive 📦

Prime Day: Big Win or Wakeup Call?

Prime Day 2025 smashed records. Extended to four days, it generated $24.1B in U.S. online sales — a 30% year-on-year surge.

But as brands dive into retros and kick off BFCM planning, one question looms: what actually worked? Which channels truly drove conversions — and how can we know?

That’s where understanding cross-channel halo effects becomes essential. New research from Fospha sheds light on how different platforms influence conversions across both DTC sites and Amazon.

TikTok leads with an 80% uplift in ROAS when Amazon sales are included, followed by YouTube (48%) and Meta (46%). These platforms ignite discovery and spark intent that may convert later — whether on your DTC site or on Amazon. Without visibility into cross-channel halo effects, that impact remains invisible.

👉 Explore Fospha’s Halo Effect research to uncover what really drove your Prime Day results.

Sector Spotlight 🎥

COLLECTIBLE MERCHANDISE

Hasbro Unveils Hellfire Gala Spider-Man Figure For Marvel Legends Series

Hasbro introduces a Spider-Man Marvel Legends figure, dressed in the 2022 Hellfire Gala costume designed by Jumbo Carnation, exclusively at Walmart Collector Con for $24.99. This 6-inch action figure, articulated and accessorized, resonates with enthusiasts of the Marvel Comics universe seeking to expand their Hellfire Gala collections. Marketing professionals can discern an opportunity here, as it underscores the strategic potential of merging iconic superhero apparel with compelling collectible releases, thereby enhancing brand engagement among targeted consumer segments.

COLLECTIBLE SHOWCASE

Exciting Toys and Collectibles for How to Train Your Dragon Fans

The recent resurgence of the "How to Train Your Dragon" franchise through a live-action film provides ample marketing opportunities, particularly with a diverse range of merchandise including toys, collectibles, apparel, and games. The strategic introduction of new products, designed to appeal to both children and collectors, capitalizes on the nostalgic connection and extends the franchise's reach to new audiences. Interested marketers should focus on leveraging the film's success to enhance brand loyalty and drive product engagement through targeted campaigns.

TOY INDUSTRY HIGHLIGHTS

San Diego Comic Con 2025 Toy Company Panel Schedule Offers Exciting Revelations

The 2025 San Diego Comic Con will feature panels from leading toy companies like Hasbro, Mattel, and McFarlane, highlighting upcoming product lines and exclusives. This event presents substantial marketing opportunities for professionals by unveiling new collaborations, product innovations, and engaging promotions that can influence consumer interest. Collectibles, figures, and brand collaborations will provide actionable insights into current market trends and consumer preferences.

EDUCATIONAL TOYS

Tonies Expands Screen-Free Catalog With Ms. Rachel's Engaging New Audio Content

Tonies introduces the Ms. Rachel Tonie, enhancing its educational offerings with 24 interactive songs and stories designed to engage children in learning about colors, feelings, and routines. Priced at $19.99 and available from July 20 at major retailers like Amazon, Target, and Walmart, this product facilitates a screen-free experience that can be a strategic asset in marketing educational toys. By enabling children to interact with the Toniebox, the product leverages well-known songs to deliver both entertainment and learning value.

Optimization Hub ⚙️

ECOMMERCE STRATEGIES

What Retailers Need to Know About Google's Changing Search Landscape in eCommerce

Google's evolving search landscape demands that eCommerce businesses prioritize structured data, mobile performance, and site speed to maintain visibility and competitiveness.

The AI-powered Search Generative Experience emphasizes clarity in product listings, with schema markup becoming crucial for ranking. To succeed, retailers must adopt a search-first approach, ensuring compatibility with Google's preferences to effectively reach their target audience.

RETAIL MEDIA STRATEGY

Retail Media’s Mid-2025 Reality: Why Advertisers Are Going All in on Full-Funnel

Retail media continues its growth in 2025, with advertisers focusing on full-funnel strategies across various platforms. As Amazon leverages its data dominance, competitors like Walmart and Instacart strive for their share. The landscape demands a unified approach to brand and performance budgets, emphasizing data-driven decisions and measurement incentives.