Viral toy marketing: Press loop

Cases
16
Median Spread Score
48
Most started on
Retail50%
First post to peak
217 days

By mechanic

All24Press loop16Scarcity drop13Resale market10Controversy10Visible in use7Variable reward6

Chewbacca Mom

63
Facebook’s year-end screenshot of Candace Payne laughing in her Chewbacca mask.

164M views

Fidget spinner

59
All your questions about fidget spinners, answered | CNN

151.2K sold

Beanie Babies

58
WTTW’s image for its Beanie Baby history segment, featuring the toys and historical footage.

$200M revenue

Furby

53
An original 1998 Furby

$247M on a $10M media spend

LEGO Technic McLaren P1: The Ultimate Challenge

53
The Ultimate Challenge with Lando Norris | LEGO Technic

15B impressions

L.O.L. Surprise!

53
L.O.L. Surprise! Tots ball packaging in MGA's December 2017 product photo.

$3.5B revenue

Bratz

48
MGA's 20th-anniversary reissue of the original 2001 Bratz dolls, with the Bratz and MGA logos.

$2.5B revenue

MGA Presents: Diss-mas

48
MGA PRESENTS: The Rizzler - DISS-MAS 🎁

545.7M impressions

Pokémon card boom (2020–2021)

43
Shiny Star V pack artwork, The Pokémon Company

Jellycat

40
Official retail product photograph of Jellycat's Amuseable Croissant Small.

52.3K derivatives

Pokémon x Van Gogh Museum

40
Echt zin in een dagje Van Gogh museum om Pokémon te kijken 😎😎😎

3.7M views

Rainbow Loom

38
Original Rainbow Loom (use discount code RL3 for an additional discoun

$124M revenue

LEGO Tuxedo Cat Launch

32
Post by @LEGO_Group on X

14.4M impressions

Barbie: Imagine the Possibilities

31
Imagine The Possibilities | @Barbie

Squishmallows

29
Official Squishmallows product collection; current shop, not a recovered 2017 sales listing.

400M sold

Hatchimals

24

More collections

Press loop in every industry