Unhappy holidays for toymakers as TikTok, COVID-19 change success criteria

Cons. Discr. - Durables 422 Coronavirus 485 U.S. 4997

The dynamics of toy sales are changing as a result of the pandemic with social media presence, including TikTok unboxing videos, outweighing word-of-mouth at schools and playdates in determining success. Examples include Zuru’s 5 Surprise Brands and IMC Toys’ VIP Pets. U.S. seaborne imports linked to Zuru climbed 15.3% year over year in September to reach a record. Shipments associated with IMC Toys jumped 14-fold in September. Their success comes against the backdrop of a decline in total U.S. seaborne imports of toys with a 10.6% year over year drop in September. That extends a long-te...

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