Which Toy Companies and Retailers Made the 2023 Newsweek “Most Trustworthy Companies” List? There are surprises.

Trust is a significant component of being a valued brand. So, it is of interest to us how toy companies and retailers who carry toys fared in the latest survey from Newsweek, “Most Trustworthy Companies.” The list consists of 700 companies broken up into twenty-three categories. Toy companies fell under the “Consumer Good” channel while retailers, not surprisingly, fell under “Retail.”

Newsweek describes its methodology as follows:

We looked at a pool of 3,100 U.S. based companies (1,800 publicly held and 1,300 privately held) with revenues over $500 million. Their rankings were based on the results of an independent survey from a sample of about 25,000 people in the U.S. who were asked how much they agreed with statements like “I trust in this company to treat me fairly as its customer,” “I believe this company offers good opportunities for career development” and “I believe this company would be a good long-term investment.”

Most Trustworthy Companies in America 2023, Newsweek

As you review the list, you will come upon some surprising results. JAKKS ranked number 3 under “Consumer Goods.” They were only beaten out by Hallmark (1) and Bath & Body Works (2). They came out ahead of Hasbro and Mattek, numbers 5 and 6, respectively.

99 Cent Only Stores came out in twelfth place, beating out Five Below (45) and Dollar Tree, Family Dollar, and Dollar General, who did not even make the list.

Toy companies were listed as part of the “Consumer Goods” group. Here is how toy companies ranked:


6 Hasbro

7 Mattel

27 Funko

Retailers who carry toys ranked as follows:

1 Amazon

3 Barnes & Noble

5 Costco

10 Tractor Supply

12 99 Cent Only Stores

14 Target

15 TJX Stores

18 Joann Stores

21 Hobby Lobby

25 Walmart

27 Dicks Sporting Goods

29 QVC

30 Academy Sports

33 Michaels

36 Burlington Stores

44 Menard

45 Five Below

47 JC Penney

48 Kohls

54 GameStop

58 Big 5 Sporting Goods

59 Claire’s

61 Best Buy

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