Collectible Toys Market

Part
01
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Part
01

Collectible Toys Market: Market Size

The estimated collectible toys market size in the United States is $3.08 billion (calculations available below).

Additional Findings

  • In the United States, the collectible toy market is swiftly expanding and serves as the quickest growing segment of the entire toy sector.
  • In the first half of 2018, the toy market in the United States expanded by 7%.
  • According to the Toy Association, the market size of the overall toy market, as of 2018, is $28 billion.
  • Funko is at the forefront of the collectible toy market growth, while the biggest American collectibles retailer is GameStop with a 28% share of the collectible toys market in the United States.

Research Strategy:

First, we searched for the market sizes of comic book toys, movie-inspired toys, and video game toys individually, to add together to calculate the requested market size. To obtain this data, we consulted relevant sources such as The Guardian and the Toy Association, as well as market research sites like Grandview Research. Reports on these sites focused on the global-level, while the U.S.-specific data, along with information regarding types of toys, was hidden behind paywalls.

Next, we searched for segmentation of the U.S. toy market by type, hoping to find the percentage of the market comic-inspired, movie-inspired, or video game toys take up. To acquire this data, we examined industry-specific publications such as Toy News-Online and industry analysis sources such as NPD. Nonetheless, the relevant market segmentation charts were primarily paywalled, while the most recent appropriate segmentation dated back to 2013 and concentrated on the amount global market regions comprise.

We then attempted to triangulate the market size by searching for the number of action figures manufactured in the United States annually and the average retail cost of an action figure. We chose to focus action figures as a proxy as we assumed toys inspired by comic books, movies, and video games are most often action figures. To find these data points, we searched various toy industry publications. However, we were unable to continue with this attempt because neither of the two specified data points were readily available.

Furthermore, we identified manufacturers of action figures since these toys are inspired by comic books, movies, and video games. We scrutinized their business reports, publications, and CEO interviews, searching for insights into the market. We believed that the manufacturers that operate in the industry likely understand the market they operate in and would mention the market size, either in annual reports or interviews. Manufacturers we concentrated on included Hasbro and Mattel, as well as some smaller action figure manufacturers such as Happy Worker. We were unable to locate any insights regarding the market size in blogs, press releases, interviews, or annual or financial reports. The available public statements mentioned topics not relevant to the request such as stock market shares or an increase in demand for certain products.

Since we were unable to estimate the market size for toys that are inspired by comic books, movies, and video games, we focused on providing the market size for collectible toys in the United States. To provide this, we assumed that the global collectible toys share within the global toy market is the same as that of the United States. Next, we used the collectible toy market share together with the total U.S. toy industry market size to calculate the U.S. collectible toy market size:
  • Collectible toy market share: 11%
  • U.S. toy market size: $28 billion
Therefore, we estimate that the total market size of the collectible toys market in the United States i around $3.08 billion.
Part
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Part
02

Collectible Toys Market: Growth

It is estimated that the collectible toys market in the US will grow from $3.08 billion in 2018 to $3.75 billion in 2023 at a compound annual growth rate (CAGR) of 4%.

HELPFUL FINDINGS

  • The global toys market is estimated to reach $120 billion by 2023 at a CAGR of 4% during the period 2017 to 2023.
  • The United States is leading in toys and game expenditure.
  • The global sales of collectible toys account for 11% of the total toy market sales.
  • The US toy market size $28 billion in 2018.

Research Strategy:

We were not able to find any data and statistics on market growth projections specific to the US collectibles toy market (toys that are inspired by comic books, movies, and video games). To obtain this data, we used the strategies discussed below.

First, we searched for pre-compiled information on market growth projections of the US collectible toys market from market reports, industry publications, and analyses. Some of the sites we consulted include Grandview Research and Market Watch among others, as well as the Toy Association. We used these market research sites because these sources usually contain data on market size and growth, while major news sites often publish market researches and analysis. However, reports on these sites focused on the global-level data of the toy market. The US-specific data on market growth of the collectibles toy market was not available.

Next, we searched for segmentation of the US toy market by type, hoping to find the projections of market growth for comic-inspired, movie-inspired, or video game toys segments. To acquire this data, we examined industry-specific publications such as Toy News Online and industry analysis sources such as NPD. Nonetheless, the relevant market segmentation charts were primarily paywalled, while the most recent appropriate segmentation dated back to 2013 and concentrated on the amount that global market regions comprise.

Furthermore, we identified manufacturers of action figures since collectible toys are inspired by comic books, movies, and video games. We scrutinized their business reports, publications, and CEO interviews, searching for insights into the market. We believed that the manufacturers that operate in the industry would mention the market growth projections, either in annual reports or interviews. Manufacturers we concentrated on included Hasbro and Mattel, as well as some smaller action figure manufacturers such as Happy Worker. However, we were unable to locate any insights regarding the market size and growth projections from their blogs press releases, interviews, or annual or financial reports. The available public statements mentioned topics not relevant to the request such as stock market shares or the increase in demand for certain products.

Having found no data specific to US collectibles toy market growth, we used the global growth rate of the toy market as a proxy for the US toy market and also assumed that the data for the general toy market applies to the collectibles toy market segment. We attempted a triangulation as explained below.

MARKET SIZE CALCULATION
To get the market size of the collectible toys in the United States, we assumed that the global collectible toys market share within the global toy market is the same as that of the United States. Next, we used the collectible toy market share together with the total US toy industry market size to calculate the US collectible toy market size.

US collectible toys market size in 2018
= US toy market size * collectible toy market share
= $3.08 billion

Therefore, we have estimated that the total market size of the collectible toys market in the United States is around $3.08 billion in 2018.

MARKET GROWTH CALCULATION
We found that the toys market will grow at a CAGR of 4% between 2017 and 2023. Having found no data specific to the growth rate in the collectible toys market, we assumed that the market still grow at the same rate and that the global growth rate in the toys market will be the same as the growth rate in the US toys market between 2018 and 2023, which is 4% and used it as proxy.

2019 market size = 2018 estimated market size * 1.04 (as the growth rate)
2019 = $3.08 billion * 1.04 = $3.20 billion
2020 = $3.20 billion * 1.04 = $3.33 billion
2021 = $3.33 billion * 1.04 = $3.46 billion
2022 = $3.46 billion * 1.04 = $3.60 billion
2023 = $3.60 billion * 1.04 = $3.75 billion

Therefore, the market size of the collectible toys market in the US will grow from $3.08 billion in 2018 to $3.75 billion in 2023 at a compound annual growth rate (CAGR) of 4%.
Part
03
of eight
Part
03

Collectible Toys Market: Trends (1)

Collectible toys are the fastest growing category of toy sales, experiencing 25% growth between 2016 and 2017, and is expected to increase by 25% in 2018 as well. Trends that have driven the collectible toy market's sales include nostalgia marketing tactics, surprise packs, and YouTube unboxing videos.

Nostalgia Marketing

  • Millennials, who are preparing to have children of their own, are buying collectible toys and driving the market with toys from their own childhood.
  • The nostalgia factor of the purchases differs from traditional toy purchases for child development.
  • The purchases by Millennial adults is hoped to offset anticipated losses by 2022, as children shift away from traditional toys and orient towards electronic gaming systems.
  • This marketing strategy associates positive references from Millennials' childhoods and branding, which forges a connective relationship between consumer and business.
  • For example, G.I. Joe figurines, a staple in Millennial childhood toys, is now valued at $200,000, given its nostalgia factor and popularity.

Surprise Packs/Blind Bags

  • Since 2017, sales of blind bags, a subset of collectible toys in which consumers are surprised at the specific make of a toy, have grown by 70%.
  • A prime example of successful sales due to this strategy is MGA's L.O.L. Surprise! Dolls, which generated more than $4 billion in sales in 2018.
  • Laurie Schacht of Toy Insider notes that the $1.4 billion in collectible toy sales is largely driven by these surprise packs which, "kids love" and show "no signs of slowing."

YouTube Collectible Toy Unboxing

  • Related as a driver to the sales of blind bags, YouTube unboxing videos have imploded in popularity in recent years.
  • YouTube, the most widely-used social media channel among Generation Z, has been used as a medium for surprise pack unboxing videos, in which kids unwrap toys and film their live reactions.
  • These videos have been wildly popular, with over 100,000 such videos published to date, with some generating roughly 24 million views.
  • Mattel capitalized on this strategy, launching a campaign in which Barbie acts as a "vlogger" with 5 million subscribers on YouTube in order to drive sales.

RESEARCH STRATEGY

In an attempt to identify key trends related to the collectible toy market in the U.S., general searches were made for recent news articles, opinion pieces, press releases and other media publications related to the collectible toy and toy sales market. After going through numerous news articles published in leading media outlets including but not limited to Forbes, New York Times, Wall Street Journal, Vox, and The Toy Association, among others, we were able to identify three distinct key trends. The focus was primarily on trends seen through 2018 and 2019. Trends within this time frame that generated significant sales increases within the market (millions or billions in generated revenue) were selected and summarized.
Part
04
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Part
04

Collectible Toys Market: Trends (2)

The advent of 3D printing, brand promotion & marketing using licensed products, and the increasing demand for franchise movies and shows, are three trends impacting the collectible toys market in the US.

TRENDS IMPACTING THE COLLECTIBLE TOYS MARKET IN THE US

1. THE ADVENT OF 3D PRINTING

OVERVIEW
  • The advent of 3D printing and Do-it-yourself (DIY) manufacturing allows consumers to manufacture goods at their convenience, using open-source designs and the right materials. Evidence suggests that with the use of freely available 3D printable designs, and the use of DIY manufacturing techniques, the toy industry loses $60 million every year.
  • The use of 3D printers is increasing globally. As such, more people are likely to use them in manufacturing collectible toys in the future.
HOW IT IS IMPACTING THE COLLECTIBLE TOYS MARKET
  • 3D printing technology poses a threat to the collectible toys market in the US, as consumers are now able to manufacture their favorite toy characters by themselves, thus shifting the power of choice to the consumers.
  • While this trend is saving consumers a lot of money and giving them the ability to produce toys that are not yet in the market, it is increasing the risk of having fake collectibles in the market, as well as copyright violations and trademark infringements.
BRANDS THAT ARE MANIFESTING THE TREND
  • To counter this trend, licensing companies such as Sesame Workshop and toy companies such as Hasbro are monetizing licenses to 3D printing companies by "providing access to specific assets and distinguishing them from other licensed merchandise available in the market."

2. BRAND PROMOTION AND MARKETING USING LICENSED PRODUCTS

OVERVIEW
  • "A license (licensing) grants the holder permission and authority to distribute products and merchandise based on the intellectual property (IP) of a content creator. This can be in new forms, for example, taking a trading card game and creating an animated TV series, or permission to brand your product with their IP."
  • Before now, licensed products majorly served to provide revenue for the licensing companies. However, the entertainment industry has turned to licensed designer toys to promote and market TV series, movies, and video games.
HOW IT IS IMPACTING THE COLLECTIBLE TOYS MARKET
  • This trend is leading to increasing demand for licensed collectible toys.
  • Also, license providers are earning more from the toys characters of movies and shows.
BRANDS THAT ARE MANIFESTING THE TREND
  • Due to licensing partnerships in recent years, LEGO has grown to become the second most successful toymaker globally, with a $5.5 billion revenue in 2018. LEGO used the Star Wars IP to "design characters and construction sets," which LEGO used to produce over 350 sets of buildable blocks, as well as to brand its toys.
  • The Walt Disney Company is the "leading character licensor in the world, which acts as a substantial form of brand promotion and marketing for the company."

3. INCREASING DEMAND FOR FRANCHISE MOVIES AND SHOWS

OVERVIEW
  • There is rising consumption of franchise movies and series such as the Justice League, Game of Thrones, Star Wars, and League of Legends, among others. The movie industry is thriving off the number of franchises and sequels they produce. Thus, Hollywood is spending a great deal on action franchises and less on films.
  • With the technological advancement of film making, people engage more with the "computer-generated effects and lighting design, motion capture, green screen, stunt coordination, and military-like devices" that come with most franchise movies.
  • Many collectible toy manufacturers have made a fortune from producing the toy characters of several blockbuster movies.
HOW IT IS IMPACTING THE COLLECTIBLE TOYS MARKET
.BRANDS THAT ARE MANIFESTING THE TREND
  • Funko obtained a license for an animated series called Rick and Morty, which it plans to use for toy production and beyond.
  • The company's CEO Brian Mariotti stated that Funko "typically handles 175 to 200 licenses at any given time."

RESEARCH STRATEGY

We began our research by searching for a precompiled list of trends for the collectible toys market in the US. We found a report by Business Wire regarding the same, but they were global trends. However, upon further observation, we noticed that the companies that were mentioned in the article were mostly US companies. As such, we researched these trends and their impact on the US collectible toys market, and have provided our findings for the same. We also ensured that the trends in this report did not repeat those in the previous one.
Part
05
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Part
05

Collectible Toys Market: Demographic Analysis

There is inadequate information available to the public to provide a demographic analysis of the average collectible toy consumer in the United States. Children aged between six to seven years are among those keeping collectibles today. Millennials are one of the generations associated with collectibles.

AGE

GENDER

  • A seven-year-old male recently made a revenue of about $22 million by playing with his current set of toy collections.
  • There are males than females for all years of age from newborn up to age 35. Younger children and millennials that currently consume or have consumed toy collectibles all average at 31 years or less and are more likely to be male.
  • There are more females for every single year of age in America from 36 onward. Averaging at 64 years, baby boomers who collected toys for millennials are more likely to be female.

INCOME LEVEL

EDUCATIONAL LEVEL

MARITAL STATUS

REGIONAL BREAKDOWN

  • There is insufficient information available to the public to determine the location of the average collectible toy consumer by region.
  • According to Amazon, the Shooky character, BT21, popular among millennials. BT21's have been recently sold in various locations across the United States such as New York and LA.

RESEARCH STRATEGY

We reviewed several scholarly and academic articles, including a University of Phoenix publication. We studied for a demographic analysis of today's (present-day) collectible toy consumer in the United States. Insights uncovered the "lived experiences of toy collectors." However, it failed to reveal the age, gender, income level, educational level, marital status, or any regional breakdown of modern toy collectors. We also reviewed the study for the lived experiences and demographics of past toy collectors. Insights revealed that "collecting helps to reconstruct memories of youth." The study also revealed that toy collection "allows adult collectors to develop a fan identity." Therefore, we assumed that some past toy collectors are now adults and but were once youths. Unfortunately, there was no specific age group or average revealed by the study. There were no insights into the regions with a concentration of collectible toy consumers.

The study also reviewed the website of toy manufacturers and retailers such as Amazon, etc. We studied the demographic profile of past and present toy collectors in the United States. The toy retail website, Amazon, revealed that the Shooky character, BT21, is globally beloved and popular among millennials. BT21's have been recently sold in several locations in America such as New York and LA. Therefore, we assumed that millennials are likely to be among the average collectible toy consumers in the United States. Research for insights into the demographics of the consumers broader category of toys such failed to uncover any helpful insights. The study revealed only brand-specific toy information.

We also scored through credible media publications such as Forbes, etc. We studied media coverage of demographic analysis of the current collectible toy consumers in the United States. We reviewed the income levels of those who are currently purchasing and keeping toy collectibles. This strategy failed to give insights specific to the entire US population. The search revealed that a seven-year-old recently made a revenue of about $22 million just playing with his toy collections. The study also revealed that his parents bought the toys. We assumed that his parents played a vital role in collecting toys.

We reviewed population census reports, for insights into the demographic profile of the average collectible toy consumer in the United States. We studied fact tanks such as the Pew Research Center. Although census data published some population demographics, the demographics do not cover collectible toy consumers. We attempted to triangulate the demographic profiles such as educational level, etc., of average toy collectible person by matching the age of identified interest groups such as millennials to available demographics. There were no insights revealing the locations with a higher concentration of collectible toy consumers.

Part
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Part
06

Collectible Toys Market: Psychographic Analysis

Collectible toy consumers in the United States are typically adults who have an interest in games, animation, comics, and entertainment. The main reasons they collect are to reminisce their childhood and because collecting makes them happy.

Toy Collectibles Market Overview

  • The market value in the US generated from retail sales of collectible toys is $1.5 billion.
  • The toy company, Funko, is the leader in the collectible field.
  • Other key players in the collectible toys industry and their main product are Mattel with Barbie, Hasbro with movie action figures, Spin Master with Hatchimals, MGA with LOL, and Wowee with Fingerlings.
  • GameStop is the biggest retailer for collectibles in the US with sales at around $650 million and a market share of about 28%.

Psychographics

  • The visitors of Funko's website have demonstrated a particular interest in e-commerce, shopping, games, animation, comics, TV movies, and streaming.
  • Some popular topics among Funko's visitors include shopping, games, movies, news, entertainment, music, and comics.
  • The visitors of GameSpot's website have shown interest in video games consoles, video games accessories, animation, and comics.
  • Mattel and its flagship Barbie are brands known for evoking nostalgia for their consumers.
  • Mattel's consumers have shown a high interest in the competitors' brands Hasbro and Lego.

ADULTS

  • According to James Gallo, toy collector, and owner of Toy & Comic Heaven, the adults who buy collectible toys want their childhood back and have this yearning to recapture their youth through the toys they loved or desired the most when they were kids.
  • Most adult collectible buyers are people who are 1) looking for investment, 2) playing with these toys and games as kids, and 3) dealers and collectors.
  • Based on an interview with the toy collectors Tracey and Jason Tobin, it was found that the reason they collect toys is a result of the love they have for many fandoms who happen to have amazing toy options.
  • Tracey and Jason Tobin are into all kinds of pop culture, so they are collecting toys related to their favorite pop culture icons.
  • Tracey and Jason Tobin explained their perspective on collecting: "Collecting should be about making yourself happy, and showing your love for the subjects of your collection. Once you start collecting items only because they're “rare” or “valuable” or have a specific sticker on the box, you're just allowing yourself to fall into foolish marketing traps created by companies who only care about your money. Force yourself to see past all that, collect the items that genuinely make you smile, and you'll be much, much happier in the long run."

KIDS

  • Kids who are into collecting LOL's, typically enjoy watching unboxing videos and commercials on YouTube.
  • The collectibles industry uses people's desire for rare dolls and toys as a driver to increase toy sales.

Research Strategy:

To understand the psychographics of the US toy collectors, we began by getting an overview of the toy collectibles market. We were able to identify that the companies with the biggest market share in the industry are Funko, GameStop, Mattel, Hasbro, Spin Master, MGA, and Wowee. After this, we scanned their sites and publications for market reports or consumer profiles of their customers' psychographics. However, as they didn't have anything published on the matter, we decided to triangulate the information.

To triangulate it, we looked for the profiles of these companies in SimilarWeb's database and found reports of their websites visitors and the interests of their audiences. With this information, we could confirm that their visitors like games, entertainment, animation, and comics.

Finally, we continued our research by looking at interviews with toy collectors and articles related to the reasons why they do it. We found that the kids who like collecting toys like LOL are repeatedly watching unboxing videos and commercials. Additionally, we noticed that the adults who collect toys do it because it connects them with their childhood or with a fandom they feel passionate about. They also do it because it makes them happy.

To summarize, the typical collectors of toys in the US are adults who have an interest in games, animation, comics, and entertainment. They collect to reminisce their childhood and because collecting makes them happy.
Part
07
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Part
07

Collectible Toys Market: Buyer's Journey

The buyer's journey for the average collectible toy consumer in the US starts with identifying toys that interest them, which they start by searching for what is trending, followed by the evaluation of the collectible toy, and the willingness to engage with sellers.

AWARENESS STAGE

  • The average collectible toy buyers identify items that interest them. They also decide whether purchasing a collectible toy should be a priority or not.
  • They begin to discover or search for trending products and brands. They do this by attending toy shows and doing research on auction websites.
  • Since collectible toys are now available for sale online through sites like eBay and other electronic channels, buyers can find reviews and opinions of other buyers and use that information to aid their decision-making.
  • Buyers also target auction houses to understand the potential value an item may be worth in the future.

CONSIDERATION STAGE

  • In this stage, buyers have clearly defined what to buy; they have already evaluated the product and are showing a willingness to engage with different sellers.
  • Buyers ensure that the toys they are about to buy are undamaged and clean, with no parts missing.
  • They also seek out products that have their original packaging as these are worth the most.
  • According to the owner of Nowhere Toys, items still in a box may get passed over or will fetch a lower price if they are smoke-damaged. He notes, “It’s got to be clean or collectors shy away from it and they’ll hold off and wait until they can find that particular item in mint condition.”
  • In this stage also, buyers pay attention to the description of the product, which provides critical information that can determine the future value of an item. For example, “Original Transformers G1 Soundwave BNMIB w/Buzzsaw Cassette” tells the reader that the item is a Generation 1 Transformer figure.

DECISION STAGE

  • In this stage, buyers could write a pros or cons list of specific collectible toys and then decide on the toy that best suits their interest.

OTHER USEFUL FINDINGS:

  • If a toy goes viral on social, there is a good chance that toy will soon increase in value.
  • Research Strategy:

    We conducted extensive research to provide an analysis of the buyer's journey of the average collectible toy consumer in the United States. We leveraged a compilation of articles from people who love vintage and antiques, online publications that provide tips and guides on how to make the most of the internet, articles from business and community leaders, and news journals in the United States. Collectors Weekly, Make Use Of, Business Journals Daily, and Pyments.com are among the sources we used to come up with the consumer journey analysis.

    As a result of the specificity of the request, we first sought to understand the overview of collectible toys in the United States. Most articles discuss selling new, vintage, antique and collectible toys. So, from the seller's point of view, we were able to come up and provide an analysis of the buyer's journey of the average collectible toy consumer in the United States. We have also included other useful findings.
    Part
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    Part
    08

    Collectible Toys Market: Top Websites that Sell Collectible Toys

    The top five websites that sell collectible toys in the US are Big Bad Toy Store, Entertainment Earth, Toy Wiz, eBay, and Amazon.

    1. BIG BAD TOY STORE

    • Big Bad Toy Store is a website that sells a wide range of licensed collectibles toys, including statues and action figures made by the lead manufacturers in the industry.
    • The fame they have is so big that it's very common for them to collaborate with vloggers and be the sponsors of several YouTube channels managed by collectors.
    • One of the nicest features of their website is that buyers can pre-order collectible toys before its arrival in this way the client makes sure s/he will have the toy regardless of the demand.
    • The website has 6.91 million total visits, and it receives the rank #1,747 of websites in the US.
    • Three best-selling toys are Dragon Ball Z S.H.Figuarts Goku (A Saiyan Raised On Earth), Hasbro Marvel Legends Series Action Figures, and the collection of Star Wars the Black Series.
    • Target Audience: Adults (over 18), that are interested in video games, animation, and comics.

    2. ENTERTAINMENT EARTH

    • It is an online shopping website that allows collectors to buy their toys from different creators like Marvel, DC, Batman, among others.
    • They also offer the feature of pre-ordering, allowing customers to pay up-front to secure the toy.
    • They have two types of clients: the casual customer and the luxurious one. The difference is that the first customer buys toys with a value that no more than $100, and the last one prefer expensive and exclusive toys.
    • It was founded in 1995, and they are ranked #6,951 on websites in the US. The company has accumulated a total of 2.1 million visitors.
    • Three best-selling toys are Batman Jokers with Batman pop! Vinyl Figure - Entertainment Earth Exclusive, Dragon Ball Ape Goku 6-Inch Pop! Entertainment Earth Exclusive, and My Hero Academia Deku Full Cowl Glow-in-the-Dark Pop! Vinyl Figure - Entertainment Earth Exclusive.
    • Target audience: Adults that are interested in animation and comics, TV movies and streaming, and video games consoles and accessories.

    3. TOY WIZ

    • Toy Wiz is a well-known collectible toy online shop that sells brands like Anime, Dragon Ball, Marvel, Funko, and more. They also sell game cards like the Yu-Gi-Oh! ones.
    • The company also let its customers order in advance.
    • Toy Wiz has been operating for over 35 years, and all the toys are 100% original. If the client is not happy with the product they received, they have an easy return system.
    • They are based in Nanuet, NY. The website has received a total of 1.79 million visitors and they are the #7,689th website in the US.
    • Three best-selling toys are Minecraft Grass Series 1 Mystery Pack, LEGO Juniors Construction Set, and Rainbow Loom Metal Hook Tool Upgrade Kit [green].
    • Target customers: Children, teenagers, and adults interested in games, video games consoles and accessories, and animation and comics.

    4. eBay

    • eBay is a place where customers can find literally, everything they can imagine. Of course, a place like that must have a section of collectible toys, in fact, its name is Toytopia and it is full of vintage and collectible toys released by brands and users. Some of them with fixed prices, and others on an auction.
    • The categories of toys are very varied, and although it doesn't have the pre-order service it has many filters that allow the customer to have a wonderful experience.
    • Three best-selling toys on Toytopia are LEGO, Deadpool figure, and Warhammer 40,000.
    • Target audience: very varied from babies and children to full-grown up people. They have millions of toys for everyone's tastes.

    5. AMAZON

    • Amazon, as well as eBay, is another giant in the US that offers almost everything customers can imagine. They sell collectible toys, though eBay has more popularity.
    • They also offer pre-order service, so clients don't miss out opportunities.
    • Three best-seller toys are the Lego Ideas Book: Unlock Your Imagination, The Ultimate Guide to G.I. Joe 1982-1994, and LEGO Play Book: Ideas to Bring Your Bricks to Life.
    • Target audience: adults (+18) interested in acquiring toys that remind them of their youth.


    RESEARCH STRATEGY

    We determined "top" according to popularity. For that, we searched and compiled a list of ten companies that sell collectible toys in the US that appeared only on the first page because the companies with most traffic and popularity appear first. We also searched for pre-compiled lists of the best websites that sell collectible toys.

    The second step was to use a site that evaluates websites based on visitors, audience, engagement, and other traffic metrics. According to the number of visits, engagement, and the number in the ranking of websites in the US, we were able to create our list. To summarize, we compiled a list of the 10 most famous websites that sell collectible toys in the US, determined traffic metrics for the 10 companies, and we took those that had the highest number of visitors and audience.

    3 out of the 10 companies had solid stats, that is to say, only three were "popular" in terms of numbers. The other 7 didn't accumulate more than 500 of total visitors and were ranked in the US after #300,000 so we decided to not consider them. That led us to expand our research, and we found an article with a market report that said Amazon has 24% of the collectible toys market, and it also mentions eBay. We decided to confirm if eBay was a popular site regarding collectible toys and we found that eBay sells $15,000 in collectibles and art every minute. Once we had solid information about Amazon and eBay's stats, we decided to incorporate them in the list because they are more popular than the 7 collectible toys websites with less than 500 total visitors.
    To determine the best-selling toys in Entertainment Earth, we had to get creative because there was no specific page (as in the case of the Big Bad Toy Store), so we searched until we came across a section called "Just 1" whose description is that the toys there are sold out because of the high demand, and the store will sell only one item, and we assumed that was the best-selling section.
    Something similar happened with Toy Wiz. They don't publish a list of best-sellers and there is no information available on the internet about their best-selling toys. We used the filters on the website and we looked for terms like "favorites," "best-sellers," "hot," and "most wanted." We found a section called "Hot Trends" where the most purchased toys are.
    Sources
    Sources

    From Part 01
    Quotes
    • "Global sales of collectibles increased by 26 percent, and now account for 11 percent of dollar sales in the total toy industry."
    Quotes
    • "U.S. market size for the total toy industry is approximately $28 billion"
    Quotes
    • "The Collectible Toy market in the U.S. is large and growing rapidly"
    • "Collectible toys are emerging as the fastest growth segment of the overall toy market and Funko (FNKO) is leading the charge"
    • "The single biggest retailer in the U.S. for collectibles overall is GameStop "
    • " This would give GameStop a market share of about 28% of the U.S. Collectible Toys market."
    From Part 02
    Quotes
    • "Global sales of collectibles increased by 26 percent, and now account for 11 percent of dollar sales in the total toy industry."
    Quotes
    • "U.S. market size for the total toy industry is approximately $28 billion. "
    Quotes
    • "Toy Sales Globally and in the U.S. Both Grow by 1 Percent in 2017"
    Quotes
    • "The global toys market is projected to reach revenues of more than $120 billion by 2023, growing at a CAGR of around 4% during 2017-2023."
    From Part 05
    Quotes
    • "BT21 is a globally beloved character of millennials created in collaboration with LINE FRIENDS SHOOKY Character: Magical Cookie - 2 Inches Collectible BT21 Action Figure with Cute Character Design. Perfect for Decorations or Gifts Height Approx: 2 Inches"
    Quotes
    • "Perhaps no generation had it better when it came to toys than the Millennials. They were growing up just as the industry started to explode commercially, yet they were before the generation that had smartphone and tablet technology as kids. This meant that the toy industry was BOOMING during the late '80s through the early 2000s."
    • "people of the '90s even fought each other and payed hundreds of dollars for these collectibles!"
    Quotes
    • "Being a 6 year old is the best. Not a single worry in the world, and you’re at the perfect age when you can still play with toys meant for younger kids without having to worry about being “too cool” but you don’t quite yet have the responsibilities that your older siblings might already have."
    Quotes
    • "By utilizing a qualitative research method, the study revealed in-depth insights of the lived experiences of toy collectors themselves regarding changes in the attribute of toys they are collecting. "
    • "No matter the age group, consumers may ssess a need directed on past products. Nostalgia is about more than possession, instead it is also about acknowledgement of consumer senses (Cross, 2015) and confirming personal identity"
    • "Studies have shown that consumer collecting is initiated as a result of both internal and external factors for influencing buying behavior (Cross, 2016; Gao et al., 2014; Geraghty, 2014; Toups et al., 2016; Zonneveld &Biggeman, 2014). Thus, there is a lack of conclusive understanding for determining a specific factor that explains why consumers engage in collecting specific products. "
    • " For example, other types of collectors can be examined or more varied toy collectors can be examined, based on different demographic variables, different socioeconomic statuses, or on different brands of toys. Income levels or cultural beliefs may affect emotion, so these may also be taken into account. "
    From Part 06
    Quotes
    • "Collectibles in the toy space are basically toys for adults. The purchase motivation is fundamentally different from what drives the traditional toy market – it is financial gain as opposed to play and entertainment. "
    • "The single biggest retailer in the U.S. for collectibles overall is GameStop (NYSE:GME), which is now devoting half of its store space of its approximately 4000 U.S. stores to the category. Their collectible sales overall are estimated at $650 million of which about one-third is in Collectible Toys and the remainder in accessories and apparel. This would give GameStop a market share of about 28% of the U.S. Collectible Toys market. "
    • "The leading toy companies in the collectibles field is Funko for licensed action figures. Other participants are Mattel (MAT) for Barbie, Hasbro (HAS) for movie action figures, Spin Master for Hatchimals, MGA for LOL, and Wowee for Fingerlings but they are up to now factors by default in that they are not actively promoting their products as collectibles. "
    Quotes
    • "Typically, about two decades after a particular toy is popular, the kids who played with it have become adults with a yearning to recapture their youth. “They want their childhood back and one way to do that is to buy a piece of it,” said James Gallo, toy collector and owner of Toy & Comic Heaven, in Willow Grove, Penn. "
    • " “You have some people looking to invest, you have end users who played with the games or toys as kids and you have dealers and collectors who might be thinking about that 20-year rule saying, ‘Hey, let’s get some of this stuff now.’ Rarely do all three combine, but when they do, you get a perfect storm. That’s when something can really blow up in value and create a big market.”"
    • "Some collectors weren’t content playing with figures that looked vaguely like on-screen Batmans and Captain Americas, so companies like Hot Toys, Sideshow Collectibles and Mondo have created lines of ultra-realistic 12- and 18-inch figures—statues essentially."
    Quotes
    • "I think for both of us it was just the result of having a love for so many fandoms with amazing toy options to choose from. We both grew up during the years that anime such as Dragon Ball and Sailor Moon were transitioning to North America. "
    • "We were both the kind of kids who were into all kinds pop culture, and we grew into adults who are still very much into all kinds of pop culture, so collecting toys relating to our favorite pop culture icons was just a natural progression."
    • "Collecting should be about making yourself happy, and showing your love for the subjects of your collection. Once you start collecting items only because they're “rare” or “valuable” or have a specific sticker on the box, you're just allowing yourself to fall into foolish marketing traps created by companies who only care about your money. Force yourself to see past all that, collect the items that genuinely make you smile, and you'll be much, much happier in the long run."
    Quotes
    • "Jen DelVecchio’s kids, ages 10 and 4, don’t watch TV anymore. Instead, they watch videos on an iPad. But they keep coming back to unboxing videos and commercials on YouTube, which make them go crazy over L.O.L. Surprise! toys."
    Quotes
    • "When it comes to brands known for evoking nostalgia that have also managed to transform over time to adapt to cultural and social changes, Mattel and its flagship Barbie are among the best recognized."
    • "High interest in competitors like Hasbro and Lego too show that the toy space is one where a parent or collector might have a favorite brand, but that does not necessarily mean that they do not engage with or own competitor products too. "
    • "For TTPM specifically, Mattel’s audience is 48 times more likely to be interested in this children’s product review site than the average U.S. adult."