October 29, 2003, 12:00 AM

Toy sites grow in popularity as holidays approach

With Christmas approaching, traffic to toys and hobbies sites has surged, Hitwise reports. Starting the week of Sept. 13, toys and hobbies traffic grew from 0.13% of all Internet traffic to 0.174% for the week ending Oct. 11, a 34% increase.

Paul Demery

Managing Editor, B2B E-commerce

With Christmas approaching, traffic to toys and hobbies sites has taken a sudden upward turn, reports Hitwise, an Internet traffic monitoring company. Starting the week of Sept. 13, traffic to toys and hobbies sites grew from 0.13% of all Internet traffic to 0.174% for the week ending Oct. 11, a 34% increase.

The most popular sites for the week ending March 18 were Barbie.com, with 9.11% of all toys and hobbies traffic, followed by:
DisneyStore.com, 4.53%
ToysRUs.com, 3.56%
MyScene.com, 3.46%
Hasbro.com, 3.36%
AmericanGirl.com, 3.25%
KBToys.com, 3.14%
OrientalTrading.com, 2.59%
Beckett.com, 2.08%
ToyWiz.com, 2.03%

Not surprisingly, the largest age group at toy sites was 35-44, with 34.82% of all visitors. Higher income consumers favored toy sites, with 34% of visitors earning $75,000 or more a year, 25.8% at $50,000-$75,000, 17% at $35,000-$50,000.

The fastest growing site for the week ending Oct. 18 was ghettopoly.com, up 9,500% on the publicity surrounding the controversial game that is a take-off on Monopoly. Other leading sites in growth were myscene.com, up 64%, AmericanGirl.com, up 46% and ToysRUs.com, up 42%.

 

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