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Who Are @ToysRUs’ Most Engaged Twitter Followers? (And Why It Matters)

You can find out a lot about a brand (your own, a partner’s, or a competitor’s) by checking out the company they keep. Specifically, who is most engaged with that brand.

toys_blogBy analyzing these interactions on a weekly basis, you’ll be surprised by how much you can learn about your brand on a macro level over the long-term.

To showcase how this can add value to your social programs, I analyzed @ToysRUs on Twitter. I’d noticed their engaged audience of parents, and strong partnerships with toy brands and charity organizations.

By looking at the data, I learned a lot about Toys R Us’ potential partners, influencers, and organizations, finding potential and existing advocates for the brand using a methodology that’s easy for any brand to use.

Learning From Engaged Followers


From June 5-27, Teach My was the most engaged user with Toys ‘R’ Us, mentioning the brand handle 45 times.

Screen Shot 2014-06-27 at 12.34.03 PMTeach My sells award-winning learning kits for babies, toddlers, and preschoolers that require no screens, tablets, or computers, and encourage one-on-one learning. Excited to be sold in Toys ‘R’ Us stores, the brand was very active on Twitter publicizing this new partnership. 

What This Tells Toys ‘R’ Us

  • Teach My would be a solid brand to partner with (if the partnership doesn’t exist already). Toys ‘R’ Us should consider partnering with smaller boutique brands active on Twitter to see similar results.
  • Toys ‘R’ Us could benefit from keeping an eye on how Teach My sales are going in their stores. Is there a correlation between this Twitter engagement and money in pocket? If so, they might consider planning a Twitter event with this brand.


One of Toys ‘R’ Us’ most engaged users was @Clarissa_xplain, a mommy Tweeter, who Tweeted with #TurnOnGameNight during this time period, just like @astonger (one of the other Most Engaged Users for this time period).

Screen Shot 2014-06-27 at 12.56.31 PM#TurnOnGameNight was a Twitter party organized by Duracell and Hasbro on June 23, publicized and moderated by popular mommy website Mom Central. Prizes from Toys ‘R’ Us brought @ToysRUS into the conversation.

What This Tells Toys ‘R’ Us

  • #TurnOnGameNight was a big engagement driver. Prizes + Twitter Party = Winning.
  • Toys ‘R’ US could consider doing this again – it’s a low-cost, low-effort way for us to keep their name in the mommy mix (thanks, @MomCentral!), and keep ’em coming into stores (thanks to gift card prizes). 


@SONorthAmerica is Special Olympics North America’s handle. Toys ‘R’ US is a Founding Partner of the 2014 Special Olympics USA Games and Presenting Sponsor of the first-ever Young Athletes Festival. A significant portion of its Twitter content this month has been devoted to publicizing the Games, showcasing Special Olympics events and athletes. 

Screen Shot 2014-06-27 at 1.20.38 PM


What This Tells Toys ‘R’ Us

  • Most Engaged Users is a great way to gauge how fruitful Toys R Us’ partnership with the Special Olympics is – how much and in what way is their brand being associated with the Special Olympics? Retweets? Original Tweets?
  • If orgs like SONA are interacting, who else can they reach through the partnership with the Special Olympics? 


Tiny Tutor is an early language development system designed to foster interaction in fun and creative ways. They’re also responsible for Retweeting a ton of Toys ‘R’ Us content between June 5th and June 27.

Screen Shot 2014-06-27 at 1.54.26 PM

What This Tells Toys ‘R’ Us

  • According to their site, Toys R Us doesn’t carry this brand – but should they? Right now, Tiny Tutor has 44.6K Twitter followers and only sells product on Amazon. This might be a good time for Toys R US to get involved.

Who Are Your Most Engaged Users?

And do you think that keeping a record of this metric and how it changes week-over-week or month-over-month would be helpful for your brand? How would your Twitter choices go differently with this kind of information in hand?

Final note: You many  find that some of your most engaged users are spammers – which is another benefit of paying attention to this metric, since it allows you to target and combat those spammers effectively.

Final, final note: If you want to learn more about your own most engaged users, click on the button below for a complimentary 14-day trial of our entire social media measurement suite.

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Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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