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The pandemic moved toy shopping online – Verkkokauppa.com predicts this year's hit Christmas toys

Press release, 5 November 2020

This Christmas, more Finns than ever are buying toys online, according to sales data from Verkkokauppa.com. The pandemic has further accelerated the shift to online toy shopping, and online toy sales for Finland's most popular webstore have doubled. This year, more adults are also receiving toys as gifts, as sales of toys and games for adults have grown significantly.

Verkkokauppa.com predicts that more Finns will skip the store-to-store hunt for hit toys this Christmas and shop online instead. Since March, the company's online toy sales have surged by 104% during the pandemic.

“This exceptional year has inspired families and especially adults to play again. Sales of board games, puzzles, and more complex toys for adults have been busier than ever. For instance, LEGO sets for adults have been particularly popular during the pandemic,” says Verkkokauppa.com Purchasing Manager Tatu Kaleva.

The busiest toy shopping season of the year is just beginning. According to Kaleva, over 50% of Verkkokauppa.com's annual toy sales occur in November and December alone. Verkkokauppa.com is one of Finland's largest toy retailers, offering a selection of over 4,000 different toys.

Verkkokauppa.com compared the features of previous years' most wanted toys and analyzed early sales signals to predict this Christmas's biggest hits.

“This year's hit toys are primarily interactive and functional. Toys with strong gamified elements are also set to be popular. Additionally, certain classic toy brands make the hit list every single year,” summarizes Verkkokauppa.com Product Manager for Toys Essi Tyson-Fyhr.

Verkkokauppa.com's forecast: These are the hit toys for Christmas 2020

“LEGO sets and BRIO wooden railways are among those iconic classics that make the hit list every single Christmas. These evergreen brands are known for their durability and appeal across generations. They sell well year-round, and major toy brands also market them heavily to ensure they stay on children's wish lists.”

– Essi Tyson-Fyhr, Product Manager for Toys, Verkkokauppa.com

“The flossing sloth, balloon dog, and flamingo are examples of interactive toys that act almost like playmates. They react to sounds and movements, rewarding users with funny tricks and actions. The balloon dog features over 60 different sound and motion functions, and its iconic look is familiar to all ages. Meanwhile, the flossing sloth teaches the whole family new dance moves.”

– Laura Haagmann, Category Manager for Toys, Verkkokauppa.com

"Escape rooms have become a major hit in Finland over the last few years. Now, escape room games designed for the home have entered the market, making them perfect for the pandemic. An escape room game is a great example of an experiential toy that is played through once.”

– Tatu Kaleva, Purchasing Manager, Verkkokauppa.com

Additional information
press@verkkokauppa.com (Ulkoinen palvelu)

Verkkokauppa.com
Verkkokauppa.com is Finland's leading online retailer, offering a wide range of products from home technology to leisure and business needs. Operating since 1992, the company is one of the world's oldest online retailers, combining e-commerce and physical stores into a seamless omnichannel customer experience. Verkkokauppa.com's four megastores are located in Oulu, Pirkkala, Raisio, and Helsinki's Jätkäsaari district. To deliver an exceptional customer experience, the company delivers products to your door in as little as one hour, around the clock, using automation and robotics. Verkkokauppa.com employs approximately 600 people, and the company's shares are listed on Nasdaq Helsinki.

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