YouTube is playing a major part in how kids shop for toys.

YouTube is playing a major part in how kids shop for toys. Gen Z kids have grown up watching YouTube, fueling the popularity of unboxing videos and toy review channels. However, because some of the viewers are so young, many of them can’t distinguish between authentic content and paid promotions. According to a Wunderman Thompson Commerce study, 25% of 6-to-16-year-olds say they are influenced by influencers and bloggers on YouTube, Instagram, and Snapchat, and Insight Strategy Group reports that over 75% of kids “trust YouTubers over commercials on recommendations on what to buy.” (eMarketer)