Etoys SWOT Analysis, Competitors & USP

Posted in Media & Entertainment, Total Reads: 1474

SWOT Analysis of Etoys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Toys R Us


Toy Brands & Manufacturers


Media & Entertainment

Tagline/ Slogan

Childhood dreams delivered


Retail website that sells toys via internet

Etoys STP


Toys and accessories for children and kids, parents who prefer online shopping

Target Group

Children (0-16 years) categorized by their age, tech savvy kids who want particular toys (brand and theme)


Retail website to provide toys for all children age groups

Etoys SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Etoys :

1. Trusted by customers, good brand image
2. eMarketers quoted, “Put simply, eToys is the benchmark against which all other toy websites are measured”
3. Provided great discounts to customers
4. User friendly website format which differentiated among age groups and brands

5. Offers free two day shipping

6. Strong backing by powerful parent company


1.Faced bankruptcy and changed ownership multiple times
2.Involved in high profile dispute with Swiss art site etoy


1.Established trust for itself, can capitalize on that to expand its business
2.Can also sell vintage toys which has a growing market


1.Toy website market is becoming intensely competitive
2.Sells only very limited and commonly known brands

Etoys Competition


Below are the 3 main Etoys competitors :


The brandguide table above concludes the Etoys SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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