Brands Featured

  • shop disney
    shop disney
    lego
    lego
    smyths toys
    smyths toys
    play hot wheels
    play hot wheels
    build a bear
    build a bear
    early learning centre
    early learning centre
    fisher price
    fisher price
  • toy shop uk
    toy shop uk
    the entertainer
    the entertainer
    bright minds
    bright minds
    hamleys
    hamleys
    hasbro
    hasbro
  • shopdisney.co.uk
  • lego.com
  • smythstoys.com
  • hotwheels.com
  • buildabear.co.uk
  • elc.co.uk
  • fisher-price.com
  • toyshopuk.co.uk
  • thetoyshop.com
  • brightminds.co.uk
  • hamleys.com
  • hasbro.com
  • playmobil.co.uk
  • mattel.com
  • orchardtoys.com
  • board-game.co.uk
  • scalextric.com
  • schleich-s.com
  • haba.de
  • toymaster.co.uk
  • howleys.co.uk
  • vtech.co.uk
  • steiff.com
  • mulberrybush.co.uk
  • zapfdolls.co.uk
  • bargainmax.co.uk
  • a1toys.com
  • onehundredtoys.com
  • myriadonline.co.uk
  • woodentoyshop.co.uk
  • consciouscraft.uk
  • kidsstufftoys.co.uk
  • drtoymaster.co.uk
  • bigjigstoys.co.uk
  • grimms.eu
  • ravensburger.org
  • farmtoysonline.co.uk
  • bellalunatoys.com

Show More Brands

What to expect inside

Latest insights

  • The disney shop tops the brand reach score table
  • smythstoys.com is No.1 for overall organic visibility
  • lego.com & elc.co.uk have lost out on signiificant portions of their organic visibility in the last 12 months
  • kidsstufftoys.co.uk is showing to have the fastest pagespeed, an important ranking factor

10 minutes Reading time

20 pages Length

Updated Aug 2019

What is this Toy Store Market performance report about?

Our Toy Stores Market Performance Report looks at the top 38 toy-specific retail sites, looking at the successes and seeing where others could improve. We’ve excluded department stores and other sites that sell toys, this report is solely for retailers that specialise in selling toys.

The toy industry trends report looks at key factors that can be integral to a company’s success such as SEO visibility, social presence and page speed. In this post you’ll also find information around keyword opportunities.

If you haven’t already downloaded the report, we’d suggest you grab it now so you can read this article alongside it. We take data from across the whole market, so even if you don’t appear in the top lists in the report, we’ll still have your information available. Just speak to us and we can give you more details.

Toy store winners and losers

The toy market has seen some great wins in terms of visibility this year.

Who are the biggest Toy Stores in 2019?

According to our toy industry statistics, the top ten retailers were:

1. smythstoys.com
2. lego.com
3. thetoyshop.com
4. shopdisney.co.uk
5. shop.hasbro.com
6. mattel.com
7. elc.co.uk
8. play.hotwheels.com
9. buildabear.co.uk
10. hamleys.com

Smyths Toys gained 16% visibility year on year from our toy industry analysis, helping them keep their top spot position. Lego still managed to stay in 2nd place but did lost 21% organic visibility. In third place, The Entertainer has also had a fantastic year with a 30% increase.

Which Toy Store saw the biggest visibility growth in 2019?

1. shopdisney.co.uk (∞%)
2. smythstoys.com (16%)
3. thetoyshop.com (30%)
4. hamleys.com (44%)
5. board-game.co.uk (152%)

ShopDisney has gone from zero visibility to 17,566 at the time of data sourcing for the toy industry trends 2019.

Their old site disneystore.co.uk looks to have been closed down in August 2018 which would explain the drop.

If we look at visibility scores for their old site from 8th August last year to their new site on 8th August this year, there is a difference of 12% which proves that their new site, even though it’s only a year old, is performing even better than their old one.

Which Toy Stores saw the biggest loss in visibility since August 2018?

1. lego.com (-21%)
2. elc.co.uk (-26%)
3. fisher-price.com (-40%)
4. buildabear.co.uk (-14%)
5. mulberrybush.co.uk (-17%)

Keyword opportunities for Toy Stores

Many department stores and supermarkets sell toys, so it’s no surprise that Toy Stores will have to compete hard to get into those top positions on Google.

Well done to Smyths Toys for gaining position 1 for the highest competition keyword, ‘toys’.

Toys by age

One of the biggest opportunities we’ve seen in the toy market analysis is for toy stores separating toys out into age categories.

10 of our keywords contain specific ages or age-defining words such as ‘baby’ or ‘toddler’.

The results around a lot of these keywords look to be consideration based, with SERPs showing listicles and articles which can help parents decide on an appropriate toy or gift.

Children’s gift retailer Wicked Uncle is ranking in position 1 for lots of these keywords as their site is predominantly set up to answer these questions.

We love Smyths Toys’ Gift Finder tool which allows you to put in the age and maximum price of the gift to be shown a selection. You can then filter down the side by brand.

Play to your niche

If you specialise in one area, make sure you should about it. Mulberry Bush is ranking in position 2 for the term ‘wooden toys’. They also have star ratings on their listing which means they’ve implemented review SCHEMA on their site.

Find out more about structured data for eCommerce sites in our guide.

Not all about gender

A few years ago, it’s likely there would have been much more searches for gender specific gifts such as ‘toys for girls’.

We can see from this Google Trends graph the decline in searches for ‘dress up games for girls’ over the last 5 years:

The likes of John Lewis kickstarted an idea that children’s items don’t need to be gendered when they removed ‘girls’ and ‘boys’ labels from their clothing.

With a shift towards gender neutral toys and not labelling toys as ‘girls’ or ‘boys’, this has had an impact on what people are searching for.

Social media for Toy Stores

Social media becoming a bigger part of marketing strategies for every company. Remember, your target audience is mainly parents or adults buying toys for children, so cater your social to them.

ShopDisney is highest on our social charts with a massive owned social score.

Their feeds mainly feature promotional posts and new items as well as release details about stock that relates to new films coming out.

Lego is next on the list. We love their social videos made in stop motion which give teasers about new products.

They also have ‘how-to’ videos which show users how to make different things with their Lego and impressive Lego models that they’ve made for different events around the world.

Lego also has a very active social presence on YouTube, which is unsurprising due to their success with the Lego Movie franchise.

YouTube – the biggest social player for toys?

The phenomenon of ‘unboxing’ videos has gone from strength to strength. They are extremely popular with children, but a 2014 study by Google revealed that a fifth of shoppers consult an unboxing video before buying a product.

If your brand doesn’t already have a YouTube channel, it could be worth tapping into this market or teaming up with influencers in this social space.

Smyths Toys are already doing this on their channel – well done!

Which Toy Stores have the fastest page speed?

Page speed is one of the most important ranking signals on Google’s radar. Faster site’s equal happier users but they also make for a swifter crawl for Googlebot.

We used Google PageSpeed Insights to find out which retailers had the fastest site. The top five are:

1. kidsstufftoys.co.uk
2. smythstoys.com
3. hasbro.com
4. hamleys.com
5. drtoymaster.co.uk

More info about page speed.

How much does this report cost?

Our Toy Stores report costs nothing. We produce these reports to provide quality insight to the toy store market because we hope to provide genuine value. As a retail-specialised search marketing agency, we’re nerds for this stuff.

Why can’t I see my brand in the report?

Our reports only show the top brands with ample visibility. If you feel you’d fit into this criteria and we’ve missed you out, get in touch and we can show you where you sit within the market.

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