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Report Updated July2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, Head of Organic, Sonia Morrison
This report is about UK toy stores and their online performance across the industry. We pull a range of KPIs such as visibility, page speed and opportunity keywords to showcase which brands are at the top of their game, and which could improve their current SEO strategy.
If you want to find out how your brand measures up against competitors, fill in your details <a href=”#download-form” class=”button scroll-button”>here</a> and we’ll send the report straight to your inbox – for free! If you want a sneak peek at what’s included, keep reading.
Who are the top performers in the UK toy store market?
Consumers still love shopping online for their toys! The top five online toy stores that have seen the most significant growth YOY are:
1. Smyths (+8%)
2. Lego (+16%)
3. Jellycat (+22%)
4. Disney Store (+63%)
5. Baker Ross (+84%)
Who are the biggest losers in the UK toy store market?
Based on the shifts over the past year, we’ve seen some big brand names drop this year. The top 5 toy stores that have dropped in visibility are:
1. Jaques London (-50%)
2. Little Tikes (-35%)
3. Scalextric (-34%)
4. Ravensburger (-19%)
5. Plum Play (-28%)
Want to see where your brand plays into these stats? Get your free copy of our UK Toy Store Market Report now.
Which toy stores have had the highest organic visibility over the last 12 months?
Here is a quick rundown of the top ten toy store brands with the highest visibility scores:
1. Smyths
2. Lego
3. Jellycat
4. The Entertainer
5. Mattel
6. Disney Store
7. Tonies
8. Pokémon Center
9. Early Learning Centre
10. Hamleys
Which toy stores have the best brand authority?
Search engines determine authority by looking at a website’s popularity, size, age and link-building. They reward high authority sites that provide helpful content and services.
Here are the top five toy stores with the highest domain authority:
1. Lego
2. Mattel
3. Smyths
4. Hasbro
5. Jellycat
There is some crossover here with brands that have high visibility. However, brands such as Hasbro that have good authority but lack visibility have great potential! Get in touch to find out how we can help boost your authority and visibility to increase your sales.
What are the high-competition keywords in the toy store industry?
High-competition keywords have high search volume but are also targeted by the rest of the industry, making them hard to rank for on the SERPs. If you do manage to rank for any of these, you will likely see your sales grow exponentially!
Keywords such as ‘jigsaws’, ‘educational toys and games’ and ‘board games for adults’ all have high search volume but are also very competitive. Ranking for these terms is challenging but rewarding due to the increased revenue potential. Alternatively, you can use these keywords to better map your site by creating category pages built around them – this is what your customers seek!
Download the full report to see all the high-competition keywords you could be targeting.
What are the keyword opportunities in the toy store industry?
Opportunity keywords are low-hanging fruit – with high search volume but low competition, these keywords are much easier to rank for. These keywords are perfect if you’re a smaller brand and don’t have the authority (yet) to compete with more well-known brands.
Our report indicates that the most searched keywords with the least competition are ‘couple board games’, ‘soft cuddly toys’, and ‘interactive toys for 3 year olds’. There are major opportunities here to target older demographics and specific toys for certain ages.
Which toy stores have the fastest page speed scores?
Lightning-fast page speed is essential if you want to prevent your customers from bouncing from your website before they’ve even seen what you have to offer! If you’re not optimising for a fast user experience, both on desktop and mobile, you’ll fall behind.
We've created a Page Speed League table to help you understand the landscape in the toy stores market. With this, you can see who delivers a fast user experience. Here are the top five toy stores that are performing the fastest:
1. The Kid Collective
2. Kapow Toys
3. Goblin Gaming
4. Zapf Creation
5. Toys R Us
Interested in seeing where your brand came? Get your free copy of our UK Toy Store Market Report today.
Where is my toy store brand?
Struggling to find your brand in our report? Not to worry! Simply get in touch and we’ll get the ball rolling on your very own personalised report that contains your brand and highlights your main competitors.
If you want to know more about the report, have any questions or want to chat more in-depth about these insights and how we can create a bespoke SEO strategy for your brand, contact us today.
