In 30 seconds:
- The top toy influencers know how to engage audiences and showcase products in a way that entices and excites.
- Toy companies already know that influencers are the top toy sellers, and thanks to their huge online popularity, that doesn’t look set to change anytime soon.
- So whether your target audience is Gen Z, Gen Alpha or even Millennial, you can bet there’s an influencer out there creating content that they love. Here’s who you should have on your radar.
The best toy influencers don’t only showcase exciting new products and games, they show audiences why they should want them.
In this way, the business of being a toy influencer is about more than just sharing toy reviews; they also share themselves along with the toys – and the most successful influencers are those who bring crowds in with their personalities, too.
Toy influencers are largely targeting audiences of young people who are active on social media; that means Gen Z and Gen Alpha (with a side helping of Millennials – 70% of whom bought themselves a toy over lockdown).
But it’s not only these would-be customers who trust their expertise: it’s the toy industry too. In fact, the Toy Association recently released its shortlist of the ‘top toy picks for spring and summer 2022’, as voted for by content creators – i.e, toy influencers.
The existence of this award proves how valuable these influencer’s voices are within the industry space – but how did influencer marketing become so, well, influential? We’re deep-diving into the biggest toy influencer accounts to find out the secret to their popularity.
Why toy companies should play on TikTok
It may not be the first platform that jumps to mind when toy influencers are mentioned, but there is a rich community of impressive influencers who primarily use TikTok to post their video content.
Across all social media platforms – Instagram, YouTube, and TikTok – it’s clear what the best medium for toy campaigns is video. Even on the photo-first app, the best toy Instagram influencers make good use of the TikTok-esque ‘Reels’ feature to share exciting video content about new toys.
Last year saw popular brands from Mattel and Hasbro to Lego and even Marvel continue to expand their TikTok toy reach, introducing more influencer campaigns to highlight their newest toy releases. You can read our thoughts on the 5 key strategies used by toy brands to go viral on TikTok here.
One example of particular note would be the Mini Brands campaign we ran with toy brand Zuru. Fanbytes leveraged our Bytesquad to create native TikTok content that illustrated the newest mini brands releases – and the 3-phase campaign, backed by influencers at every stage, garnered over 14.8M views, and a massive engagement rate of 25%.
You can read the full case study here.
The success of this campaign, and others like it, proves that TikTok is a great platform for toy companies to reach groups of massively engaged audiences – and to do so with content that stands out from the usual YouTube or Instagram toy campaign fare.
And the more your campaign stands out, the more memorable it is, and the more fans you can expect to attract.
The Top 10 Toy Influencers
We’ve done our research across all the platforms to find the biggest toy influencer accounts for you to check out – plus insight into what makes their content so popular amongst their audiences.
Here is our list of the top 10 toy influencers you should add to your feed:
1. Rhia (@Rhia.Official)
With over 14.4M followers, it’s clear that Rhia is creating content that young audiences love. Her toy content regularly receives over 1M views, which is proof of the huge potential of toy-related campaigns on TikTok.
From unboxing videos to short tutorials, Rhia’s account showcases the best in trending toys to a huge – and growing – audience of followers, primarily based in the United Kingdom.
@rhia.official Let’s unbox a GIANT Mystery Summer Foam Barbie!!😱💅🏻🍍✨💓 #asmr #foryou ♬ original sound - Rhia👑
@rhia.official Top 5 Summer Fidgets!!😍🥥🌴🌺✨which fidget is your fav?!💓 #asmr #foryou ♬ original sound - Rhia👑
Why do we love them?
Rhia’s account is full of appealingly bright colours, but it’s the sounds which really keep fans coming back to her TikTok account. That’s because her ASMR content taps into one of the most popular subgenres of TikTok videos. #ASMR has over 400Bn views on the platform, with users finding the cutting, rustling, squishing sounds of packaging and toys very soothing.
That makes Rhia’s account a feast not just for the eyes – but also for the ears.
2. Shauni (@ITZSHAUNI)
Another toy influencer UK audiences love, Shauni produces chatty, upbeat content that really appeals to young kids and toy enthusiasts.
Her account regularly features toy unboxing videos, where she’ll unwrap a mystery collectible to discover which she’s received. The “unboxing” trend has been an internet phenomenon for years – and Shauni’s videos show that its popularity is not waning.
@itzshauni Magic mixies..
@itzshauni AD who’s excited for Summer😍 @Bunch O Balloons #unleashsummer #bunchoballoons @The Entertainer ♬ original sound - Shauni 🪱
Why do we love them?
Audiences love the mystery angle – and the “reveal” is a great way to keep engagement high. Plus, as is the hook for buying the collectibles, viewers want to see the whole set; which is another reason why creators like Shauni are so popular – she often doesn’t stop at her first go-round, after all.
3. Jake (@JakeBSweet)
One of the biggest TikTok Toy influencers in the UK, Jake’s account showcases exactly the kind of childish fun that appeals to young audiences.
(You might notice that Shauni features in a few of his videos, too, since the two of them are dating. That means a lot of collaborations – and double the fun content for their combined audiences.)
@jakebsweet Mystery Minecraft Box
@jakebsweet AD The Minibrands Frozen Moment Challenge @minibrands @zurutoys @smythstoys #minibrandsseries3 #minibrands ♬ original sound - Jake Sweet
Why do we love them?
With an account that features a whole range of videos – spanning from “lifehack” testing to viral challenges – Jake’s toy content feels natural and genuine, and authenticity is one of the main elements that audiences search for in influencers – making him a great choice for any toy marketing campaign.
It’s so important, in fact, that social media platforms like TikTok have themselves recommended that accounts should show “the authenticity of joy” – exactly what Jake’s viewers get to experience.
4. Audrey (@audreyteguh)
One on the list of toy influencers US-based, Audrey’s ASMR and unboxing videos still have international appeal – as evidenced by her TikToks regularly hitting 10M+ views.
A big name on #ToyTok, Audrey’s channel is instantly recognisable from her simple backdrop – just her wooden floor and the back of a door, which makes you feel as though you’re sitting playing together.
@audreyteguh Barbie Color Reveal Glitter✨✨ #toyunboxing #toytok #unboxing #barbiecolorreveal #glitter #barbiecolorrevealglitter #fyp #unboxingmainan ♬ Cute and fun food - zomap
Why do we love them?
Audrey’s content is high-tempo and visually appealing. Given that online posts have to outlast Gen Z’s famous 8-second attention span, it’s perhaps no surprise how popular her fast-paced and eye-popping posts have proven to be; regularly reaching huge view counts and consistently high engagement from her growing audience.
5. Rozanne (@bright_little_brains)
One of the most popular toy-focused Instagram accounts, @bright_little_brains is run by Rozanne, a teacher who shares ‘fun play ideas and educational products’ to her 280k strong audience of instagram followers.
A great source for crafty inspiration, Rozanne’s feed is perfect for creative kids or parents who want to encourage different kinds of learning through play. She’s proof that social media influencers don’t just show off the latest toy: they can change how kids see the world.
Why do we love them?
As Rozanne’s posts are primarily aimed at kids’ parents rather than the children themselves, it’s the ideas she shares which stand to make her one of the top influencers for the way young people access toys.
Plus, as Millennials and the oldest members of Gen Z (who are entering their mid 20s this year) start to think about their own families, it’s accounts like Rozanne’s which will give them inspiration for fun activities.
6. Duane (@duaneshootstoys)
With nearly 250k followers on Instagram, Duane’s miniature action figure photography draws plenty of attention from fans old and young alike.
With a 3D printer, a variety of action figures and a seemingly endless supply of creativity, he posts detailed miniature scenes that include popular pop culture touchstones like Spider-Man, the Care Bears, and a whole range of Power Rangers.
Why do we love them?
Bringing nostalgia into the foreground, Duane’s pictures tap into a trend of childhood throwbacks that are increasingly popular amongst online audiences. It’s why you might see 90s fashion back on the runways, or a rise in Hollywood reboots of old classics.
Duane’s posts, which show fun mix-ups like the Power Rangers on the ‘Friends’ set, or Spider-Man choosing a new pair of Nike shoes, show a new way of ‘playing’ with your toys – and they show those of us who are still kids at heart a new way to keep having fun.
7. Kimmy (@kimmytoyz)
With a game of her own soon launching, Kimmy is no stranger to the power of toys to entertain – and, more importantly, educate kids.
Her account is an eclectic mix of magic tricks, product reviews, pranks, crafts, and more. Kimmy’s account is many things, but boring certainly isn’t one of them.
@kimmytoyz #stitch with @rachelfletcher03 Jenga trick shot? #jenga #jengamaster #toys ♬ original sound - Kimmy
@kimmytoyz This water beads explosion is going to be epic! #orbeez #orbeezechallenge #orbeezballs #orbeezballs #jojothejetplane #experiment #trythisathome #waterbeads #waterbeadschallenge ♬ original sound - Kimmy
Why do we love them?
The Tiktoker is unafraid to look a little silly in the name of testing out the products and challenges that her followers send her way, and it’s this hands-on attitude which makes her an engaging creator that followers enjoy interacting with.
Since she always shows her face – and voice! – it’s by sharing her personality (as well as the products) that Kimmy has been able to reach such a high level of success with viewers on the platform.
8. Sophie (@TikTokSupers)
With a bio that states she loves ‘toys and cute things’, it’s no surprise that Sophie’s TikTok account is full of just as many sparkly toys and accessories as her YouTube and Instagram accounts.
Sophie’s videos are never face-to-camera; instead, her content focuses on each toy from the perspective of a child playing with them. This interaction with each toy mirrors the way children play with new toys belonging to friends – and they’ll come home wanting one for themselves.
@tiktoksupers I need to decide! Can you? 😅 #surprise ♬ Into The Thick Of It! - The Backyardigans
@tiktoksupers Barbie Color Change Reveal Mermaid Series! #barbiecolorreveal #barbie #barbiegirl #surprisetoy #toys #toyunboxing #foryou ♬ Señorita - Shawn Mendes & Camila Cabello
Why do we love them?
With a bright, cute aesthetic that appeals to her legion of young fans, Sophie’s account is a haven of childlike playfulness. It’s also a great place to get a first-hand perspective of what toys are actually like, in an entertaining way.
9. The Williamson family (@the_williamsons)
This family from the UK regularly uploads content that appeals to everyone – parents and kids alike.
Jerome, Deanne, Kailem and Isaiah share this account, which means their followers get to see the whole spectrum of family life – which, as we wrote about in our family influencers article – is a very popular niche amongst every age group.
@the_williamsons ZiZi up to mischief with his Zuru X-Shot @Bunch O Balloons @Smyths Toys Superstores #xshotwater #waterblaster #unleashsummer #prankwars ♬ original sound - The Williamson’s
@the_williamsons Family bike rides #Neverbuyakidsbikeagain #BikeClub #KidsBikes #JoinTheBikeClub ♬ Massive - Drake
Why do we love them?
From joining in with viral trends to reviewing the latest toys and gadgets, they’re a useful resource for parents looking for inspiration – and great viewing content for young people who just want to add a little positivity to their socials.
10. Ryan (@Ryan’s World)
No list of toy influencers could be complete without mentioning Ryan’s World. The YouTube channel run by Ryan and his family has over 30M subscribers tuning in to his almost-daily uploads, and he also has a line of his own toys on sale across the US.
Now, the channel has expanded to include ‘pretend play, science experiments, music videos, skits, challenges, DIY arts and crafts and more!’ – though the main draw of the channel, Ryan himself, still features in every video.
Why do we love them?
Ryan is the perfect figurehead for a toy channel, because a lot of his viewers can see themselves in him.
He’s contagiously excited about his reviews, and his honesty and enthusiasm mean his content is both informative and uplifting – which means he’s a safe bet for anyone on the hunt for feel-good watching.
Plus, as the family donate the majority of the toys he reviews to charity, there’s a social-good angle to his posts which pleases online audiences, who overwhelmingly want to engage with content creators who share their values.
Playing with toy influencers: the best brand strategy?
When it comes to targeting audiences online, influencers have already proven they have the expertise to succeed.
That makes them great partners for your social media campaigns, whatever the platform. Because whether you’re looking to entice parents with proof of your toy’s popularity with young kids, or show older ones just how fun your toys can be, an influencer will know how best to approach the audience in question.
It’s also proven that influencers are trusted far more than any other advertising method. Meaning they won’t just get you more visibility on your campaign, they’ll also actively encourage trust in your brand.
So when you’re planning your next toy campaign, make sure you don’t forget about the rich resource of toy influencers online. This list gives you a great starting point – and if you want to talk more about how to nail your campaign? Talk to us!
We work hard here at Fanbytes to bring you all the information you need to succeed at marketing on TikTok – but we play hard, too. So we know all about the best ways toy companies can use the platform:
