Is tiktok the New Amazon for toys? Industry Expert Warns Brands Not to Repeat Past Mistakes
New York, NY – Toy brands ignoring the power of TikTok risk repeating the mistakes of a decade ago when many dismissed the potential of Amazon, according to Asha Bhalsod, founder of Etopia Consultancy. In a recent article for Toy World magazine, Bhalsod argues that TikTok is rapidly evolving into a dominant force in the toy industry, offering a unique prospect for brands willing to adapt.
“ten years ago, the refrain was ‘Our customers don’t buy toys online,'” Bhalsod writes. “Today, Amazon dominates the toy market. In 2025, we’re seeing that same pattern emerge, but this time with TikTok. Downplaying its role could be a costly error.”
Bhalsod draws a direct parallel between Amazon in 2015 and TikTok today. In the past, many toy companies treated Amazon as merely a digital warehouse, failing to recognize its potential as a strategic sales channel. This hesitation allowed early adopters to seize market share and establish category dominance.
“Amazon flipped the script seemingly overnight,” Bhalsod explains. “The winners jumped in early, learned quickly, and owned their category.The rest were left playing catch-up.”
Now, TikTok presents a similar inflection point. The platform isn’t just a source of viral dances and pet videos; its a powerful global marketing tool capable of transforming niche products into overnight sensations.”scroll TikTok for five minutes and you’ll see what today’s toy brands are potentially missing,” Bhalsod states. “It’s a global megaphone turning niche toys into must-haves.”
Unlike conventional advertising, TikTok’s algorithm currently prioritizes engaging content over massive ad spend. This creates a level playing field where innovative ideas can go viral organically - as demonstrated by the explosive popularity of fidget toys.
“Fidget toys had been around for years, but it took one viral TikTok trend – kids and parents popping the silicone bubbles - for the entire category to blow up,” Bhalsod notes. “The hashtag #popit sailed past 2.5 billion views, and Amazon sellers couldn’t keep them in stock.”
For toy brands looking to connect with Gen Alpha and their parents, Bhalsod suggests TikTok is a crucial platform to prioritize. The window of opportunity, she warns, may not stay open for long. Just as Amazon became oversaturated, TikTok’s organic reach could diminish as more brands compete for attention.
To read Asha Bhalsod’s full analysis in the September issue of Toy World magazine,world-today-news.com.
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