Top toys of the season blend nostalgia with tech

As we count down to the last few shopping days before Christmas, we took a look at the top searches on Google to see which toys made this year’s wish list and found a blend of nostalgia and tech. From Furby to the LeapPad, this season’s top toys span retro remakes to kid-friendly tablets, and everything in between:

1. Stompeez
2. Build a Bear
3. LeapPad 2
4. Furby
5. Easy-Bake Oven
6. Lego Minecraft
7. Stuffies
8. Crayola
9. Doc McStuffins Toys
10. Lego Ninjago

This season, even physical toys are integrated with digital technology, enhanced with interactive experiences and games on websites and mobile apps. But digital has not only influenced how kids interact with toys today, it has also changed the way shoppers research and purchase their gifts. More than 68% of all toy sales are now influenced by the web (Google/Compete Toy study). And multiscreen shopping is in full force - 55% of toy shoppers have used a laptop to compare prices, 15% used a mobile phone, and 10% used a tablet (Google Consumer Survey).

As a result, toy shoppers are much more educated before making a purchase - comparing products, retailers, and prices before they step foot into a store or complete a purchase online. In fact, 39% of online toy shoppers research for a window longer than 3 weeks (Google/Compete Toy study). Savvy toy manufacturers and retailers recognize this shift in toy research and have developed a consistent experience for consumers whether it’s browsing through a store aisle or searching for gifts on their tablet at home. Regardless of where shoppers encounter your brand, they should have an opportunity to interact, engage and learn more.

For more research on toy shopping this holiday season, visit the Google Consumer Surveys Holiday Insights website. And for those who still have gifts to cross off your list - happy toy hunting!

Posted by Jen Glare, The Google Retail Team