The UK toy market isn’t where you think it is
We analysed 147,000 customer moments to show how parents really discover and choose toys and where brands are visible, invisible, and losing ground. Book a 30 minute briefing
Get the full UK Toys Market Report
This report reveals how demand actually works in the toy market – across search, video, social & communities – & why toy retailers are over-focusing on checkout, underplaying influence, & losing long-term value after the first sale.
Inside, you’ll see and learn:
- Where parents really research toys before they buy
- Why video, AI answers & communities now shape demand
- How fragmented the UK toy market actually is
- Where major retailers & brands are winning & losing
- What marketing leaders should do differently now
What this report reveals
1. Parents do not start on retailer sites
Parents are influenced long before they reach a product page. AI summaries, YouTube, blogs and peer advice, dominate the journey, often weeks before purchase.
2. The market is more fragmented than it looks
Toy retailers only capture only about 12% of total Share of Intent with over a third in in the long tail and just as much going to communities and platforms.
3. Video is no longer optional
Whilst AI is where the hype is, Video appears in 95% of toy-related searches. Seeing products in action matters more than reading about them.
4. The biggest competitor for Share of Customer Intent isn’t a retailer
YouTube matches Amazon for share of demand – without selling a single toy.
Brought to you by The Organic Agency
We help brands understand how customers actually behave, and where to focus to grow.
This report is built using our Market Map, which maps real customer demand across search, video, social, and communities. It shows where customers are, who’s visible to them, and where the gaps sit.
For this study, we analysed over 147,000 customer moments across 1,600+ toy-related topics to understand how parents discover, evaluate, and choose products today.
The result is a clearer view of how the market really works, and where the opportunity is for brands that align to it.
Brands we've helped grow over the last 20 years
