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The most important factor still remains to be content and good naming. But I would say 5% of your score is name.
Artificial Intelligence (AI) can read a two word compound word very easy. So non-hyphen domains are preferred. But when you get above two words you begin to get into more complex AI. So hyphens may pay off until the engines get more complex.
If you can I would register cattoys.com, then cat-toys.com, and then kittycattoys.com.