TikTok is driving “massive toy sales” during the pandemic. Families are hosting fewer playdates these days, resulting in less word-of-mouth chatter about new toys. Instead, kids have been learning about new products on platforms like TikTok, and it’s led to a surge in toy sales at various companies. Zuru reported that its unboxing toy 5 Surprise Mini Brands has seen an average of 20 to 25 million weekly views of videos, both fan-generated and created by TikTok influencers, featuring its product—selling more than 250,000 units per week. According to the NPD Group, social media influencers were the fourth-most cited reason for someone making a toy purchase. (CNBC, Tubefilter)
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