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AUS Retail Toys and Games - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Toys and Games category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 AUS Retail Toys and Games brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
amazon.com.au 17.93
babybunting.com.au 16.63
temu.com 9.42
lego.com 8.12
bigw.com.au 6.82
kmart.com.au 4.25
target.com.au 3.32
ebay.com.au 2.2
vulyplay.com 1.17
bricksmegastore.com 1.16
others 28.98

Copyright © Adthena. All rights reserved.

In the toy and games PPC landscape, Amazon.com.au leads with 17.93% click share, closely followed by BabyBunting.com.au at 16.63%. ‘Others’ collectively hold a significant 28.98% share.

Market Exposure

Share of Spend for the top 10 AUS Retail Toys and Games brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date amazon.com.au temu.com babybunting.com.au bigw.com.au kmart.com.au lego.com ebay.com.au target.com.au bricksmegastore.com littlenation.com.au
2025/05/01 19.15% 10.44% 4.08% 3.7% 2.74% 13.68% 2.21% 3.42% 3.17% 1.64%
2025/05/02 17.65% 11.42% 4.21% 6.49% 3.03% 12.5% 2.11% 3.29% 1.76% 1.55%
2025/05/03 18.72% 12.75% 5.17% 6.17% 2.71% 8.58% 2.43% 4.69% 1.19% 1.52%
2025/05/04 19.98% 11.45% 4.42% 4.78% 2.24% 17.65% 1.99% 3.12% 2.91% 1.44%
2025/05/05 22.25% 12.82% 4.52% 4.39% 2.32% 9.82% 1.91% 3.96% 1.5% 1.72%
2025/05/06 22.39% 13.2% 5.54% 5.44% 3.4% 4.85% 1.84% 4.73% 1.48% 1.42%
2025/05/07 22.17% 12.27% 5.1% 5.1% 2.99% 3.46% 1.83% 5.18% 1.25% 1.44%
2025/05/08 23.63% 10.48% 5.59% 5.38% 3.44% 2.74% 2.16% 4.32% 1.18% 1.69%
2025/05/09 21.78% 12.1% 6.51% 6.36% 3.47% 2.73% 2.02% 3.73% 1.14% 1.6%
2025/05/10 20.02% 13.42% 6.63% 5.7% 2.96% 1.99% 2.26% 3.9% 1.26% 1.74%
2025/05/11 21.17% 14.77% 6.66% 5.28% 2.72% 2.69% 2.34% 3.32% 1.1% 1.46%
2025/05/12 23.27% 14.29% 4.08% 5.57% 3.36% 2.85% 2.56% 2.95% 1.14% 1.62%
2025/05/13 20.12% 13.02% 5.16% 5.3% 3.86% 3.31% 2.7% 3.1% 1.11% 1.54%
2025/05/14 18.57% 13.13% 6.06% 5.95% 4.39% 3.17% 3.08% 3.17% 1.55% 1.73%
2025/05/15 21.83% 12.38% 4.39% 6.63% 4.23% 3.99% 2.68% 3.41% 1.88% 1.35%
2025/05/16 20.75% 12.72% 5.42% 7.28% 4.05% 3.84% 2.41% 3.68% 1.45% 1.64%
2025/05/17 21.42% 15.28% 6.56% 6.96% 3.76% 3.77% 2.66% 3.36% 1.68% 1.67%
2025/05/18 21.62% 16.2% 5.29% 6.43% 3.06% 2.95% 3.49% 3.36% 1.67% 1.74%
2025/05/19 24.28% 15.09% 4.54% 5.77% 3.2% 3.45% 3.21% 3.31% 1.53% 1.47%
2025/05/20 22.26% 11.28% 4.66% 6.17% 3.56% 3.26% 2.52% 3.93% 1.24% 1.44%
2025/05/21 20.64% 11.77% 4.6% 6.96% 3.52% 4.06% 2.75% 4.26% 1.58% 1.4%
2025/05/22 23.27% 13.47% 4.98% 6.91% 3.48% 3% 2.81% 3.81% 1.19% 1.37%
2025/05/23 26.22% 13.87% 4.48% 6.3% 3.18% 1.56% 2.67% 3.49% 0.96% 1.3%
2025/05/24 23.58% 12.15% 5.88% 6.07% 3.26% 3.35% 2.5% 3.29% 1.43% 1.5%
2025/05/25 25.6% 14.75% 5.52% 5.55% 2.88% 3.1% 2.78% 2.55% 1.34% 1.65%
2025/05/26 26.52% 13.31% 5.57% 5.46% 3.78% 3.35% 2.51% 2.53% 1.35% 1.75%
2025/05/27 24.37% 13.1% 6.8% 5.57% 3.64% 3.9% 2.27% 2.84% 0.95% 1.72%
2025/05/28 22.47% 12.7% 7.75% 5.68% 3.26% 1.89% 2.27% 3% 1.49% 2.11%
2025/05/29 23.5% 14.28% 6.94% 5.78% 3.03% 1.97% 2.31% 3.02% 1.77% 1.5%
2025/05/30 20.57% 13.17% 8.53% 6.9% 3.1% 2.3% 2.54% 2.73% 2.37% 1.58%
2025/05/31 20.07% 14.78% 9.85% 6.04% 2.8% 2.58% 2.07% 2.06% 1.55% 1.19%

Copyright © Adthena. All rights reserved.

Amazon.com.au led May with fluctuating spend, peaking mid-month. Temu.com saw steady growth, while BabyBunting.com.au surged late. BigW.com.au and Kmart.com.au showed consistent activity. Lego.com and others had varied trends.

Market Exposure

Competitor Count for AUS Retail Toys and Games

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 1406
2025/05/02 1417
2025/05/03 1427
2025/05/04 1429
2025/05/05 1437
2025/05/06 1433
2025/05/07 1465
2025/05/08 1457
2025/05/09 1466
2025/05/10 1441
2025/05/11 1438
2025/05/12 1420
2025/05/13 1439
2025/05/14 1437
2025/05/15 1460
2025/05/16 1453
2025/05/17 1448
2025/05/18 1446
2025/05/19 1425
2025/05/20 1444
2025/05/21 1433
2025/05/22 1429
2025/05/23 1419
2025/05/24 1408
2025/05/25 1429
2025/05/26 1423
2025/05/27 1401
2025/05/28 1384
2025/05/29 1400
2025/05/30 1371
2025/05/31 1364

Copyright © Adthena. All rights reserved.

Advertisers peaked mid-month at 1,466, then declined, ending May at 1,364.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Toys and Games

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
babybunting.com.au 1.44%
amazon.com.au 1.16%
bigw.com.au 0.68%
temu.com 0.56%
myer.com.au 0.42%
lightmybricks.com.au -0.25%
jumpflex.com.au -0.25%
target.com.au -0.37%
bugaboo.com -1.02%
lego.com -2.93%

Copyright © Adthena. All rights reserved.

In the past month, babybunting.com.au and amazon.com.au saw significant click share growth, while lego.com and bugaboo.com experienced notable declines.

Campaign Efficiency

AUS Retail Toys and Games Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date amazon.com.au temu.com babybunting.com.au bigw.com.au kmart.com.au ebay.com.au target.com.au vulyplay.com lego.com littlenation.com.au
2025/05/01 21.8% 11.78% 3.81% 5.27% 3.8% 3.03% 3.95% 1.16% 8.58% 1.48%
2025/05/02 20.52% 12.09% 4.2% 8.99% 4.28% 2.82% 3.83% 1.2% 6.96% 1.35%
2025/05/03 20.84% 13.31% 4.64% 8.29% 3.74% 2.99% 5.15% 0.96% 4.9% 1.3%
2025/05/04 23.24% 12.56% 4.05% 6.68% 3.2% 2.55% 3.61% 1.04% 10.77% 1.28%
2025/05/05 24.91% 13.72% 4.62% 5.73% 3.28% 2.44% 4.27% 1.25% 5.43% 1.5%
2025/05/06 24.39% 13.9% 5.4% 7.02% 4.54% 2.29% 5.03% 1.17% 2.8% 1.23%
2025/05/07 24.33% 12.85% 5.38% 6.37% 3.98% 2.27% 5.4% 1.02% 1.88% 1.19%
2025/05/08 25.32% 11.2% 5.52% 6.48% 4.68% 2.66% 4.81% 1.12% 1.63% 1.43%
2025/05/09 24.02% 12.48% 5.89% 8.01% 4.69% 2.5% 4.28% 1.05% 1.54% 1.33%
2025/05/10 22.13% 13.55% 6.02% 7.24% 3.92% 2.86% 4.48% 1.17% 1.22% 1.47%
2025/05/11 24.05% 15.02% 5.79% 6.78% 3.58% 2.92% 3.73% 1.14% 1.6% 1.21%
2025/05/12 25.23% 15.36% 3.91% 6.77% 4.32% 3.17% 3.41% 1.14% 1.54% 1.35%
2025/05/13 21.77% 13.69% 4.68% 6.9% 5.04% 3.14% 3.73% 0.99% 1.88% 1.24%
2025/05/14 19.77% 13.89% 5.21% 7.41% 5.86% 3.98% 3.88% 0.94% 1.91% 1.41%
2025/05/15 22.49% 13.05% 3.88% 8.52% 5.67% 3.38% 4.15% 1.07% 2.27% 1.11%
2025/05/16 21.26% 13.47% 5.05% 9.29% 5.36% 3.09% 4.23% 1.05% 2.26% 1.41%
2025/05/17 21.85% 16.18% 5.36% 8.99% 5.04% 3.35% 3.94% 1.13% 2.11% 1.38%
2025/05/18 22.75% 16.98% 4.15% 8.25% 4.16% 4.22% 3.78% 1.05% 1.74% 1.43%
2025/05/19 24.99% 15.55% 3.94% 7.68% 4.41% 4.08% 3.63% 1.37% 2.05% 1.25%
2025/05/20 23.75% 11.43% 4.46% 8.02% 4.98% 3.26% 4.35% 1.25% 2.1% 1.19%
2025/05/21 21.11% 12.48% 4.18% 9.01% 4.76% 3.54% 4.56% 1.38% 2.37% 1.19%
2025/05/22 24.53% 13.99% 4.43% 8.8% 4.67% 3.66% 4.26% 1.21% 1.72% 1.16%
2025/05/23 27.25% 14.41% 4.08% 8.02% 4.26% 3.35% 4.02% 1.05% 0.76% 1.09%
2025/05/24 24.73% 13.09% 5.36% 8% 4.34% 3.24% 3.95% 1.55% 1.87% 1.29%
2025/05/25 26.61% 15.67% 4.77% 7.25% 3.95% 3.31% 3.01% 1.44% 1.81% 1.39%
2025/05/26 27.52% 13.57% 5.03% 7.11% 5.23% 3.13% 3.01% 1.48% 1.88% 1.48%
2025/05/27 24.58% 14.32% 6.03% 7.14% 5.02% 2.86% 3.36% 1.26% 2.23% 1.47%
2025/05/28 23.06% 13.28% 7.3% 7.41% 4.67% 2.96% 3.43% 1.34% 1.11% 1.84%
2025/05/29 25.81% 14.28% 6.26% 7.5% 4.16% 2.85% 3.39% 0.9% 1.04% 1.27%
2025/05/30 22.52% 13.72% 7.79% 8.89% 4.22% 3.25% 3.28% 0.91% 1.26% 1.33%
2025/05/31 22.06% 15.91% 8.19% 7.4% 3.95% 2.67% 2.38% 1.85% 1.39% 1.07%

Copyright © Adthena. All rights reserved.

In May 2025, Amazon.com.au led with fluctuating impressions, peaking mid-month. Temu.com saw a steady rise, while BabyBunting.com.au surged at month’s end. BigW.com.au and Kmart.com.au showed consistent shares. Lego.com experienced a decline, and Vulyplay.com had a late spike.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Toys and Games

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    Baby Bunting Australia https://www.babybunting.com.au

    Australia’s One Stop Baby Shop — Choose from a wide range of prams, car seats, furniture, babywear & more at Baby Bunting. Same-day delivery now available on eligible orders over $10 if you order before 12pm.

  2. 2
    LEGO® Certified Stores | Shop Online Now https://lego.bricksmegastore.com

    LEGO® Certified Stores are built for brick enthusiasts to become the builders of tomorrow.

  3. 3
    The Official LEGO® Shop https://www.lego.com

    Shop New Sets — Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com! Buy the...

  4. 4
    Jellycat AU Shop Online https://shop.neuroblastoma.org.au › easter › jellycatbunnies

    Gorgeous Easter bunnies — Support research to find better, kinder treatment for the children's cancer neuroblastoma.

  5. 5
    RedBalloon Experience Gifts | Experience Now, Pay Later https://www.redballoon.com.au › redballoon › experiences

    Value quality time? Gift moments that matter with an experience from RedBalloon. Shop now. Craft meaningful connections.

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, Baby Bunting shines as Australia’s go-to for baby essentials, offering same-day delivery. LEGO® entices builders with certified stores and new releases, while Jellycat supports cancer research with charming Easter bunnies. RedBalloon crafts unforgettable experiences, emphasizing meaningful connections.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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