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:
3 JAKKS
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
