Toy ecommerce marketing agency

Toys are bought by adults for children, and often for a child the buyer does not live with. That one fact shapes everything about selling them online. The shopper is checking an age grade, a price band and a delivery date rather than playing with the product, and a large share of them are doing it in the six weeks before Christmas.

We write growth plans for toy and game stores that already sell online: brands with their own range, specialist retailers, and marketplace sellers who also run a store of their own. The plan works through the four numbers that make revenue, visitors, conversion rate, average order value and repeat purchases, using your catalogue, your age grades, your last two Decembers and your margin after freight and returns.

Below are the fourteen toy niches we write for separately. A foam blaster store and a baby toy brand face different ad policies, different buyers and different peaks, so their feeds, pages and email flows should not look alike.

There are three toy buyers and they want different things. Parents know the child, buy for a birthday or a stage, and care about age fit, whether the toy needs a screen, and whether it will still be played with in a month. Gift buyers, meaning grandparents, aunts, uncles and family friends, know an age and a budget and want a delivery date, a gift receipt and a reason to be confident the child does not already have it. Collectors are adults buying for themselves, and they care about the wave, the variant, the box condition and whether the preorder will ship on time.

The age grade decides most of the search. Shoppers type the age into the query, toys for a four year old, gifts for an eight year old girl, and the box carries a grade such as 3+ or 8 to 12. In Google Merchant Center the age_group attribute only takes five values, newborn, infant, toddler, kids and adult, so the grade in years has to travel in the title and product_detail as well.

Demand is lopsided. November and December carry the largest share of the year for most toy stores, shipping cutoffs are hard deadlines, and a late gift is a refund. Birthdays fill the other ten months and are spread evenly across the calendar, which means age-specific demand exists every week of the year for a store that builds for it.

Ads never reach the child. Google and Meta both block interest and behaviour targeting for minors, so every campaign speaks to an adult, even when the creative shows a child playing. Anything that resembles a weapon, and anything sold on a health or developmental promise, gets extra review on both platforms.