Leading Brands in the Family & Parenting Shopping Category: Q4 2024 Insights

Introduction

As we delve into Q4 2024, the Family & Parenting Shopping category in Germany showcases remarkable digital engagement. Leading the charge are brands such as LEGO Life, Wizards of the Coast, and D&D Beyond, each with a distinct digital footprint. With data insights provided by Sensor Tower, we explore the performance and trends of these brands across their websites and apps.

LEGO Life

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

• Audience Trends: From Q3 to Q4 2024, lego.com experienced a substantial increase in monthly visits, peaking in December with over 13M visits. Unique visitors also grew steadily, reaching above 1.8M by the end of the year. The monthly deduplicated audience showed a marked rise, surpassing 1.8M in December.

• App Engagement: The LEGO® Life app saw a gradual decline in monthly active users, from around 13K in July to approximately 7.5K in December, indicating a shift towards web engagement.

• Ad Spend & Channels: July and August saw monthly ad spend around $19K, with impressions exceeding 3.8M primarily on Facebook and Instagram. No significant advertising activity was recorded from September to December.

Wizards of the Coast

Wizards of the Coast commands attention with its website, wizards.com, and the Magic: The Gathering Companion app.

• Audience Trends: The website saw a notable spike in October with monthly visits surpassing 4M, although unique visits decreased, suggesting increased engagement from existing users. The monthly deduplicated audience remained stable, hovering around 100K in December.

• App Engagement: The app's monthly active users showed stability, closing the year with over 8K users, reflecting consistent mobile interest.

• Ad Spend & Channels: November witnessed a surge in monthly ad spend, reaching over $430K with over 39M impressions. Key channels included Facebook, Instagram, and desktop video, emphasizing a diverse advertising strategy.

D&D Beyond

D&D Beyond's digital presence is anchored by dndbeyond.com and the D&D Beyond app.

• Audience Trends: The website experienced steady growth, with monthly visits peaking in December at nearly 3M. Unique visits decreased slightly, but engagement remained high with an increase in visits per unique visitor.

• App Engagement: The app maintained a stable monthly active user base, ending December with approximately 13K active users, indicating a balanced web and app user distribution.

• Ad Spend & Channels: Monthly ad spend peaked in October at around $40K, with impressions reaching over 8M. Facebook and Instagram were the primary channels, reflecting a targeted social media strategy.

Conclusion

The Family & Parenting Shopping category in Q4 2024 highlights the dynamic engagement across web and app platforms. Sensor Tower's comprehensive data insights reveal unique audience behaviors and advertising strategies, offering an unparalleled view into cross-platform user engagement. For detailed insights, Sensor Tower's Web Insights, App Performance Insights, and Pathmatics provide critical data for brands navigating the digital landscape.

Sensor Tower stands as an essential partner for decision-makers seeking to understand and leverage market dynamics effectively, reinforcing the strategic impact of our analytics in driving business success.