What holiday toys generate the best social media buzz? To find out, Brand Chorus analyzed the biggest sellers from online retailers Amazon, Toys "R" Us and Target to create a list of the 10 top brands that have official social pages. (Some popular items like Disney’s Frozen toys actually don’t have dedicated pages, believe it or not.)
The brand consultancy then examined nearly 1,000 Facebook, Twitter, Instagram, YouTube and Pinterest posts through November, crunching likes, shares and comments data for its StoryScore grading system, which shows bigger isn't always better. Just look at how GoldieBlox is outperforming Hot Wheels with one-fifth the number of Facebook fans.
Lego — StoryScore: 89
It gained traction with how-to YouTube videos for aspiring builders.
Monster High — StoryScore: 88
No marketer in Brand Chorus' study posted more on Instagram.
GoldieBlox — StoryScore: 84
It was the most prolific brand, averaging 7.5 posts a day.
Fisher-Price — StoryScore: 81
The company nails engagement with a #LetsTalkToys series.
Alex Toys — StoryScore: 79
Twitter is the brand's favorite domain, tweeting 4.2 times daily.
LeapFrog — StoryScore: 77
This educator is big on social coupons.
Melissa & Doug — StoryScore: 67
It mixes Facebook with doses of blog content.
Hot Wheels — StoryScore: 61
The Mattel car brand often targets collectors, not kids.
VTech Toys — StoryScore: 56
May have scored higher if it cut down on contests.