Google has released new data from its Shopping Insights research showing that toys featured prominently in YouTube videos are the most searched-for playthings this holiday season.
Among the top-trending toys are three L.O.L. Surprise! toy sets—Pearl Surprise, Bigger Surprise and Pet Series 3—featured on MGA’s YouTube channel for the line that has 800,000 subscribers and 260 million views. Not surprisingly, given that its packaging is perfectly built for it, the L.O.L. Surprise brand has spawned some of the most popular toys for unboxing videos on the VOD platform, along with Spin Master’s Luvabella. The JoJo Siwa Singing Doll (pictured) also popped up as number three on the list—a product from the YouTube star herself who has 8.3 million subscribers and 1.8 billion views.
Google’s data looked at the most searched-for toys in the US over the last few weeks. LEGO kits remained popular, but tech toys including the VTech Kidizoom Smartwatch and Kano Harry Potter Coding Kit featured prominently as well. The top-10 list breaks down like this:
- Spin Master Luvabella
- L.O.L. Surprise! Pearl Surprise
- JoJo Siwa Singing Doll
- Melissa Doug 9340 Fresh Mart Grocery Store
- DJI Tello
- VTech Kidizoom Smartwatch DX
- Kano Harry Potter Coding Kit
- LEGO 41347 Friends Heartlake City Resort
- NERF N-Strike Elite Rhino-Fire Blaster
- SKY Kids Electric Guitar
Unboxing videos are still popular, and Nickelodeon GSA recently dove into the trend by greenlighting Toy Toy Toy—The Unboxing Show, a live-action game show format pitting two pairs of players against one another in a speed challenge to unearth a toy from a giant box first. Pocket.watch has also teamed up with YouTube mega star Ryan Toys Review to create a new toy and apparel line for Walmart that includes blind bag collectibles.