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AUS Retail Toys and Games - PPC Market Share Analysis April 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 17.62
babybunting.com.au 16.7
lego.com 7.82
target.com.au 7.33
temu.com 6.36
bigw.com.au 5.64
kmart.com.au 4.19
catch.com.au 2.33
ebay.com.au 2.11
vulyplay.com 1.13
others 28.77

Copyright © Adthena. All rights reserved.

In the toy and games PPC landscape, Amazon.com.au leads with 17.62% click share, closely followed by BabyBunting.com.au at 16.7%. ‘Others’ collectively dominate with 28.77%.

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 lego.com babybunting.com.au bigw.com.au target.com.au kmart.com.au ebay.com.au vulyplay.com paintplot.com.au
2025/04/01 19.76% 8.66% 4.38% 6.94% 4.76% 3.51% 3.44% 2.9% 1.45% 2.01%
2025/04/02 17.29% 8.91% 6.44% 6.42% 6.08% 3.66% 3.86% 2.81% 1.34% 2.5%
2025/04/03 16.97% 5.8% 7.9% 5.97% 6% 6.92% 4.75% 2.45% 1.52% 1.5%
2025/04/04 17.94% 1.64% 3.76% 7.59% 7.51% 9.47% 5.05% 2.69% 1.38% 3.4%
2025/04/05 21.23% 1.18% 3.21% 7.18% 6.28% 10.16% 4.33% 2.59% 1.48% 2.23%
2025/04/06 24.86% 6.39% 2.93% 4.54% 5.16% 12.32% 3.62% 2.27% 1.45% 2.42%
2025/04/07 20.32% 8.59% 2.99% 4.24% 5.21% 15.12% 3.66% 2.34% 1.61% 2.94%
2025/04/08 21.45% 8.74% 2.83% 5.26% 6.16% 12.81% 3.8% 2.41% 1.19% 1.64%
2025/04/09 21.25% 7.61% 2.9% 5.77% 5.01% 12.82% 3.66% 3% 1.25% 1.28%
2025/04/10 20.62% 5.72% 3.51% 6.31% 5.67% 10.9% 3.34% 3.17% 1.34% 2.51%
2025/04/11 20.18% 7.29% 2.9% 6.85% 5.04% 10.75% 3.66% 2.78% 1.2% 3.2%
2025/04/12 19.45% 9.85% 2.68% 7.72% 4.49% 10.69% 3.06% 2.62% 1.32% 1.87%
2025/04/13 21.31% 8.68% 2.9% 6.69% 4.54% 10.84% 3.23% 2.72% 1.31% 1.61%
2025/04/14 25.68% 8.23% 3.04% 4.09% 4.99% 9.34% 3.3% 2.32% 1.68% 1.56%
2025/04/15 22.96% 6.63% 4.18% 4.63% 5.69% 10.22% 3.25% 2.57% 1.68% 2.5%
2025/04/16 19.8% 8.06% 4.35% 5.22% 5.37% 9.14% 3.41% 2.79% 1.67% 1.98%
2025/04/17 21.55% 7.04% 5.7% 6.46% 6.3% 8.04% 3.02% 2.99% 1.41% 1.03%
2025/04/18 26.12% 8.08% 5.76% 6.1% 4.49% 8% 1.77% 2.14% 1.81% 1.89%
2025/04/19 23.31% 10.7% 6.37% 5.68% 3.27% 8.51% 1.88% 1.94% 1.47% 1.84%
2025/04/20 22.06% 12.53% 5.66% 7.13% 4.1% 6.98% 1.69% 1.85% 1.69% 1.56%
2025/04/21 20.88% 11.37% 4.39% 4.84% 3.65% 8.42% 1.87% 2.09% 1.7% 1.16%
2025/04/22 22.35% 11.73% 4.44% 3.77% 4.43% 10.74% 2.17% 1.98% 1.61% 1.28%
2025/04/23 19.14% 11.27% 4.54% 5.5% 3.66% 9.43% 2.82% 1.95% 1.35% 1.19%
2025/04/24 18.42% 10.56% 5.87% 6.28% 4.26% 11.38% 2.88% 1.99% 1.27% 0.67%
2025/04/25 17.62% 10.11% 4.51% 6.03% 3.59% 9.92% 2.99% 1.94% 1.23% 0.91%
2025/04/26 20.63% 12.04% 3.52% 5.77% 3.28% 8.71% 3.26% 2.03% 1.39% 0.75%
2025/04/27 21.65% 12.82% 5% 5.58% 2.76% 8.71% 2.65% 2.18% 1.29% 1.7%
2025/04/28 24.17% 12% 4.77% 4.03% 3.53% 6.21% 2.85% 2.23% 1.66% 2.1%
2025/04/29 21.64% 10.92% 6.51% 4.46% 3.65% 5.76% 3.17% 2.27% 1.41% 2.18%
2025/04/30 21.59% 12.16% 9.57% 4.89% 4.53% 3.84% 2.85% 2.26% 1.28% 1.18%

Copyright © Adthena. All rights reserved.

April saw Amazon.com.au’s PPC spend fluctuate, peaking mid-month. Temu.com steadily increased, while Lego.com surged late. Babybunting.com.au and Bigw.com.au showed mixed trends. Target.com.au’s spend declined, ending low.

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
2025/04/01 1526
2025/04/02 1517
2025/04/03 1492
2025/04/04 1486
2025/04/05 1498
2025/04/06 1502
2025/04/07 1487
2025/04/08 1491
2025/04/09 1463
2025/04/10 1446
2025/04/11 1433
2025/04/12 1426
2025/04/13 1454
2025/04/14 1467
2025/04/15 1426
2025/04/16 1446
2025/04/17 1396
2025/04/18 1394
2025/04/19 1473
2025/04/20 1463
2025/04/21 1445
2025/04/22 1435
2025/04/23 1440
2025/04/24 1449
2025/04/25 1455
2025/04/26 1459
2025/04/27 1455
2025/04/28 1445
2025/04/29 1444
2025/04/30 1442

Copyright © Adthena. All rights reserved.

April began with 1,526 advertisers, declining steadily to 1,442 by month’s end.

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
lego.com 3.31%
temu.com 3.29%
amazon.com.au 0.53%
bricksmegastore.com 0.49%
bugaboo.com 0.48%
babybunting.com.au -1.34%
kmart.com.au -1.38%
bigw.com.au -1.76%
target.com.au -1.8%
catch.com.au -1.97%

Copyright © Adthena. All rights reserved.

Lego.com and Temu.com surged with click share gains of 3.31% and 3.29%, respectively. Meanwhile, Catch.com.au and Target.com.au faced declines of 1.97% and 1.8%.

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 bigw.com.au lego.com babybunting.com.au target.com.au kmart.com.au ebay.com.au littlenation.com.au catch.com.au
2025/04/01 22.4% 9.42% 6.59% 2.19% 5.43% 4.24% 4.79% 3.8% 1.28% 1.82%
2025/04/02 19.04% 9.26% 8.04% 3.78% 6.56% 4.28% 5.36% 3.65% 1.28% 1.67%
2025/04/03 18.2% 6.15% 8.62% 3.97% 6.25% 7.46% 6.59% 3.1% 1.48% 2.36%
2025/04/04 19.99% 1.49% 9.68% 2.27% 7.46% 9.65% 6.93% 3.23% 1.67% 2.71%
2025/04/05 24.01% 1.13% 8.49% 1.66% 6.33% 10.8% 5.94% 3.29% 1.3% 2.39%
2025/04/06 27.46% 6.03% 6.87% 1.58% 4.1% 12.71% 5.03% 2.91% 1.28% 1.79%
2025/04/07 22.37% 8.82% 6.95% 1.62% 4.35% 15.07% 5.07% 2.94% 1.14% 2.09%
2025/04/08 23.23% 8.76% 8.11% 1.54% 5.37% 13.01% 5.26% 3.12% 1.1% 1.91%
2025/04/09 22.53% 7.92% 6.9% 1.56% 5.42% 12.71% 5.06% 3.94% 1.21% 1.89%
2025/04/10 22.23% 5.69% 7.72% 1.87% 5.89% 11.56% 4.81% 4.15% 1.17% 1.62%
2025/04/11 22.24% 7.6% 6.97% 1.63% 6.35% 11.29% 5% 3.55% 1.23% 1.29%
2025/04/12 21.74% 9.84% 6.22% 1.51% 6.54% 10.89% 4.33% 3.31% 1.11% 1.31%
2025/04/13 23.65% 8.84% 6.24% 1.54% 5.83% 11.16% 4.49% 3.39% 0.95% 1.03%
2025/04/14 27.92% 8.32% 6.69% 1.66% 3.77% 9.65% 4.47% 2.92% 0.96% 1.3%
2025/04/15 24.57% 6.76% 7.79% 2.18% 5.04% 10.54% 4.5% 3.28% 1.21% 1.63%
2025/04/16 21.8% 7.85% 7.16% 2.43% 5.5% 9.62% 4.69% 3.59% 1.31% 1.55%
2025/04/17 24.03% 7.19% 8.26% 3.05% 5.34% 8.91% 4% 3.79% 0.88% 1.89%
2025/04/18 28.1% 8.12% 5.69% 3.05% 6.2% 8.74% 2.45% 2.64% 0.85% 1.18%
2025/04/19 26.22% 11.83% 4.65% 3.47% 5.43% 8.73% 2.6% 2.4% 0.95% 0.55%
2025/04/20 24.8% 13.88% 5.67% 3.08% 6.07% 7.4% 2.48% 2.23% 0.89% 0.68%
2025/04/21 23.43% 12.6% 5.09% 2.72% 4.62% 8.73% 2.74% 2.68% 1.11% 0.69%
2025/04/22 24.96% 12.71% 6.1% 2.44% 3.79% 11.09% 3.18% 2.49% 1.22% 1.15%
2025/04/23 21.45% 11.89% 5.18% 2.52% 5.57% 9.77% 4.11% 2.54% 1.23% 1.06%
2025/04/24 20.74% 11.35% 5.69% 3.34% 5.75% 11.86% 4.14% 2.53% 1.09% 0.66%
2025/04/25 20.05% 10.98% 5.15% 2.52% 5.44% 10.59% 4.31% 2.49% 1.08% 0.73%
2025/04/26 22.88% 13.21% 4.47% 2.06% 4.88% 8.96% 4.58% 2.51% 1.17% 0.66%
2025/04/27 24.57% 13.38% 3.92% 2.68% 4.88% 9.29% 3.88% 2.75% 0.94% 0.65%
2025/04/28 27.14% 12.99% 4.82% 2.56% 3.93% 6.91% 3.99% 2.74% 0.92% 0.09%
2025/04/29 24.33% 11.79% 5.15% 3.28% 4.13% 6.73% 4.49% 2.91% 1.12% 0.09%
2025/04/30 23.98% 12.73% 6.35% 5.18% 4.61% 4.52% 4.05% 2.92% 1.09% 0.07%

Copyright © Adthena. All rights reserved.

Amazon.com.au led April with fluctuating impressions, peaking mid-month. Temu.com surged late, while BigW.com.au and Target.com.au saw declines. Lego.com ended strong, and Catch.com.au dwindled. April closed with diverse trends.

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
    Born For This - Sale Now On | Big Deals On Big Baby Brands https://www.babybunting.com.au

    When you were born to hunt down a great deal, then another, then another. Choose from a wide range of prams, car seats, furniture...

  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
    Shop On Catch https://www.catch.com.au

    Enjoy Online Shopping At Catch — Discover Thousands Of Products At Catch. The Prices You Want On The Things You Need. Join...

  4. 4
    The Official LEGO® Shop https://www.lego.com › lego › sets

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

  5. 5
    Toyworld Australia | Australias Largest Toy Store https://www.toyworld.com.au

    Shop Now for a Wide Range of Toys. Quality, Fun, and Safety Guaranteed. Discover the Best Toys at...

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, Baby Bunting entices with big deals on essential baby brands, while LEGO® Certified Stores inspire future builders. Catch.com.au offers irresistible prices on diverse products, and LEGO.com showcases the latest sets. Toyworld Australia guarantees quality and fun in toys.

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