Amazon’s Prime Day becomes testing ground for toymakers

It hasn’t replaced Christmas, but Amazons Prime Day is quickly becoming a holiday testing ground for toy companies.

Toymakers including Mattel Inc. and MGA Entertainment Inc. are using the e-commerce giants annual sales event to roll out new products and learn more about customers ahead of the critical holiday season. For the first time, Mattel is gearing up for a global launch on Prime Day, including a new item from Hot Wheels. MGA released six new products as part of the events early launch, including four new Viro Rides scooters, and it has more releases planned for next week.