Leading Family & Parenting Brands in Q1 2024: A Sensor Tower Analysis

Introduction

As the digital landscape for family and parenting shopping evolves, several brands stand out in the US market. In Q1 2024, LEGO Life, D&D Beyond, and Tinybeans USA Ltd. have emerged as leaders, each demonstrating unique trends across their websites and apps. Utilizing Sensor Tower's comprehensive data, we analyze these brands’ performance from Q4 2023 to Q1 2024.

LEGO Life

LEGO Life has maintained a robust digital presence, with its primary website lego.com and the LEGO® Life: kid-safe community app.

• Audience Trends: The monthly deduplicated audience on lego.com remained stable, consistently above 11M from January to March 2024. The website experienced a notable dip in February, dropping to just over 11M visits but rebounded slightly in March.

• App Engagement: The app’s monthly active users decreased from approximately 184K in January to around 123K by March, suggesting a shift in user engagement.

• Ad Spend & Channels: LEGO’s monthly advertising spend focused solely on Instagram until the end of 2023, with no recorded spend in Q1 2024, indicating a strategic pause in paid promotions.

D&D Beyond

D&D Beyond, featuring its website dndbeyond.com and the D&D Beyond app, has shown dynamic growth.

• Audience Trends: The website's monthly unique visits increased steadily, surpassing 3.5M by March 2024. The visits per unique visitor remained high, reflecting strong repeat engagement.

• App Engagement: The app maintained a stable monthly active user base, hovering around 245K throughout Q1 2024.

• Ad Spend & Channels: D&D Beyond significantly increased its monthly ad spend in March, with expenditures exceeding $1.4M across various channels, including Facebook and Instagram, resulting in over 220M impressions.

Tinybeans USA Ltd.

Tinybeans USA Ltd. operates through tinybeans.com and the Tinybeans Private Family Album app.

• Audience Trends: The website's monthly unique visits hovered around 750K in March 2024, maintaining a consistent audience despite a slight decrease in visits per unique visitor.

• App Engagement: The app’s monthly active users slightly declined, with numbers just above 8K by March.

• Ad Spend & Channels: Tinybeans focused its monthly advertising efforts on desktop and mobile displays, with a notable spend of over $18K in March, achieving over 3.2M impressions.

Conclusion

In Q1 2024, LEGO Life, D&D Beyond, and Tinybeans USA Ltd. have each demonstrated unique strategies and audience engagement trends. Sensor Tower’s unparalleled cross-referencing of web, app, and advertising data provides invaluable insights into these brands' performances. By leveraging Sensor Tower's Web Insights, Pathmatics, and App Performance Insights, businesses can gain a comprehensive understanding of cross-platform user behavior, essential for navigating the competitive landscape of family and parenting shopping.