What's On The Shelves?
Reed Duchscher
CEO of Night // Manager for the largest digital creators in the world 🛸
Have You Seen The Walmart Toy Aisle Recently?
The other day I was at my local Walmart and I was surprised at how many creator products are now on the shelves. Unless you’re walking through the Lego aisle (still hits), you’re going to see toys from creators, or YouTube IPs. And it’s not just a single SKU—some creators have multiple SKUs with a lot of variety in what they sell.
With the holidays right around the corner, I thought it’d be interesting to take a look at what’s going to be available on the toy shelves this season.
Who’s on the Shelves?
Two years ago, if I’d walked down the aisles, I would have only seen Ryan’s Toys and Blippi. But now, I’m seeing more and more creators entering the space. Creators and digital IPs are taking up a significant amount of shelf space—especially those that cater to very young kids.
Here’s a picture I took of the Cocomelon section. I say section because an entire shelf (top to bottom) was dedicated solely to Cocomelon.
The next shelf over had one of two things: either Transformers action figures or Jimmy’s Lab Mutations figures. Half of the shelf space was taken by an extremely popular legacy brand, while the other half featured Jimmy’s toy.
Walmart’s Top Toys…
Every year Walmart publishes their Top Toys List before the holiday season. I found it very interesting that outside of Beast Labs (now MrBeast Labs) Lab Mutator and action figures, LankyBox’s Giant Cyborg and a Cocomelon train toy, most of the top toys that feature IPs are from legacy brands. I think this was also reflected in the shelf space that I took pictures of.
I’m keeping my eye closely on Walmart’s top products this year. In my mind, it’s only a matter of time before creators and internet IP completely dominate the list. I think we’ll see more IPs created (or made popular) by YouTubers adapted for the toy aisle. This year we got some Skibidi Toilet toys on shelves, and judging by how many people are buying it each day, I’d say they’re ripping.
The Big Takeaway
Creator products and toys are taking up more and more real estate on store shelves. Some of these creator products are even making it on Walmart’s list of top toys, and I’d expect that this trend only continues.
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Founder at Eat Like a Bear
3wI haven’t followed the toys but in a Walmart Marketplace I frequent, Feastables seemed to hit peak shelf space a few months ago. It is noticeably reduced in the last few weeks, with more space for Hersheys and for thd Walmart private label chocolate
Live Stream Integration and Gamification + Social Media Marketing (UGC + Brands) and Live Event coordinator
1moI remember Epic Meal Time - they sold "Bacon Salt" on a website. It was something I found interesting at 11 years old - you can make and post videos for free. Those videos can lead to you selling something else. I don't even believe at the time I was aware of the fact the videos themselves were monetized. But of course - the Bacon Salt was probably still the financial winner. Now that this is normalized, what is the return on these products for the brand and creator? Has this been shown to increase brand exposure or is it simply ease of access to a monetization feature. How many people are learning about Mr. Beast for the first time because they bought Feastables?
Product Sales & Marketing | Digital Marketing and Market Analysis Expert | Bilingual (English/Spanish)
1moThis is a win-win and cost-efficient go to market strategy for both toy retailers and creators! An example of the power of brand partnerships where it makes the most sense. Thank you for your insights, Reed!
Philanthropy Futurist | Seeking a new role | ex. Google
1moMajor shoutout to Ms. Rachel! So dope to see more and more creators getting the respect we deserve. Another win for the creator economy
UK-based Design & Development Agency | Transforming Ideas into Results-Driven Websites that Accelerate Business Success | Founder at @ Wizerdui
1moFascinating to see creator products thriving in traditional retail. Reed