Calling All Influencers

Over the past decade, toy discovery has shifted from store aisles and TV spots to creator-led video and social feeds—especially formats like unboxings, demos, and short-form “play pattern” clips. That shift matters because parents increasingly report that kids’ requests are being shaped online: a Toy Association survey found 58% of parents say their purchase decisions have been influenced by children asking for a toy they first saw advertised online or posted by an influencer (and it rises to 69% among parents of elementary-aged kids).

At the same time, toy sales channels have continued moving toward digital. Market trackers estimate U.S. toys e-commerce represents roughly 20–25% of the category’s sales—large enough that brands now plan launches with online conversion and direct-to-consumer support in mind.

For content producers, this creates opportunity—and responsibility. The FTC is clear that material connections must be disclosed in influencer endorsements, and updated guidance has reinforced “clear and conspicuous” disclosure expectations.

That’s why Lucky Arc Toys is actively looking for influencer and lifestyle vlogger partners to support current and future releases—online and at events—so new product stories land where discovery now happens: in the feed.

If you create kid-product content and your audience aligns, Lucky Arc would like to talk. click here to reach out to us!