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UK 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 UK 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 UK 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.co.uk 21.93
lego.com 14.8
argos.co.uk 5.29
outdoortoys.com 3.5
disneystore.co.uk 3.43
my1styears.com 2.76
buildabear.co.uk 2.64
cardfactory.co.uk 2.47
ebay.co.uk 2.28
temu.com 1.76
others 39.14

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC for toys and games, Amazon.co.uk leads with 21.93% click share, followed by Lego.com at 14.8%. Argos.co.uk captures 5.29%, while ‘others’ collectively hold a significant 39.14%.

Market Exposure

Share of Spend for the top 10 UK 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.co.uk outdoortoys.com lego.com argos.co.uk my1styears.com etsy.com temu.com ebay.co.uk tptoys.com disneystore.co.uk
2025/05/01 18.01% 5.9% 20.18% 2.41% 2.33% 1.46% 2% 1.69% 1.72% 3.28%
2025/05/02 19.56% 6.02% 10.47% 3.89% 3.02% 1.68% 1.64% 2.14% 1.94% 4.2%
2025/05/03 22.25% 5.83% 7.41% 4.56% 2.91% 2.45% 1.64% 2.17% 1.83% 3.95%
2025/05/04 24.05% 5.63% 7.54% 4.66% 2.51% 2.73% 1.8% 2.31% 1.78% 3.25%
2025/05/05 28.01% 5.68% 5.79% 4.12% 2.57% 2.69% 2.2% 2.18% 1.71% 1.87%
2025/05/06 30.07% 4.67% 4.59% 3.4% 2.79% 2.63% 2.59% 2.15% 2.24% 1.96%
2025/05/07 29% 4.92% 3.69% 3.27% 3.32% 2.37% 2.54% 2.02% 2.14% 1.6%
2025/05/08 15.52% 4.71% 4.95% 3.87% 4.07% 2.75% 2.68% 2.95% 2.5% 2.24%
2025/05/09 17.86% 5.49% 3.12% 3.81% 3.67% 2.48% 2.62% 2.7% 2.27% 2.77%
2025/05/10 17.66% 5.93% 3.77% 4.67% 3.41% 2.94% 2.95% 2.79% 2.22% 2.58%
2025/05/11 18.5% 5.54% 4.81% 4.67% 2.74% 2.25% 3.29% 2.96% 1.9% 2.12%
2025/05/12 17.11% 4.7% 4.77% 6.48% 2.29% 2.44% 2.97% 3.56% 1.75% 1.37%
2025/05/13 19.66% 5% 5.1% 5.44% 2.27% 2.9% 2.53% 2.67% 1.9% 2.29%
2025/05/14 17.62% 4.92% 5.24% 3.86% 2.85% 2.22% 2.47% 3.27% 1.9% 2.78%
2025/05/15 19.12% 6.08% 5.2% 2.32% 3.04% 2.01% 2.44% 2.92% 2.34% 2.81%
2025/05/16 18.46% 4.87% 6.63% 3.4% 3.94% 1.92% 1.95% 1.88% 1.95% 2.58%
2025/05/17 22.84% 5.5% 8.01% 3.09% 2.87% 1.52% 2.58% 2% 1.65% 3.36%
2025/05/18 20.87% 5.62% 7.41% 2.92% 3.44% 2.41% 2.91% 2.4% 1.41% 1.32%
2025/05/19 22.83% 4.42% 7.35% 3.83% 2% 2.26% 2.73% 2.11% 1.78% 1.93%
2025/05/20 18.03% 4.74% 7.8% 4.98% 3.84% 2.23% 2.51% 2.7% 2.06% 3.21%
2025/05/21 10.1% 4.72% 8.61% 4.62% 3.63% 1.88% 2.27% 2.52% 1.78% 2.02%
2025/05/22 10.96% 5.51% 6.26% 5.22% 3.96% 1.48% 2.59% 2.86% 2.46% 2.51%
2025/05/23 13.01% 4.96% 4.84% 5.2% 3.66% 1.64% 2.35% 2.37% 2.12% 0.59%
2025/05/24 12.35% 6.49% 4.32% 5.83% 4.37% 2.55% 2.79% 2.46% 1.76% 1.51%
2025/05/25 12.88% 7.36% 4.81% 5.43% 2.9% 1.84% 4.15% 2.97% 2.05% 0.99%
2025/05/26 13.85% 8.64% 3.33% 5.2% 2.69% 2.25% 4.07% 3.14% 2.13% 0.81%
2025/05/27 15.12% 7.19% 3.84% 4.7% 3.12% 2.21% 3.07% 2.4% 2.42% 1.71%
2025/05/28 15.73% 7.26% 4.37% 4.38% 4.84% 2.63% 2.97% 2.29% 2.65% 1.35%
2025/05/29 15.42% 5.11% 4.23% 3.77% 4.56% 3.53% 2.92% 2.24% 2.26% 1.42%
2025/05/30 17.06% 6.94% 4.47% 3.85% 4.24% 3.1% 2.9% 2.68% 2.39% 1.09%
2025/05/31 17.33% 6.85% 4.86% 4.59% 4.24% 3.22% 2.99% 2.71% 1.71% 1.37%

Copyright © Adthena. All rights reserved.

Amazon.co.uk’s PPC spend peaked early May, then dipped, ending at 17.33%. Outdoortoys.com saw a steady rise, closing at 6.85%. Lego.com fluctuated, finishing at 4.86%. Argos.co.uk’s spend varied, ending at 4.59%.

Market Exposure

Competitor Count for UK 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 1446
2025/05/02 1434
2025/05/03 1470
2025/05/04 1440
2025/05/05 1457
2025/05/06 1407
2025/05/07 1562
2025/05/08 1596
2025/05/09 1604
2025/05/10 1593
2025/05/11 1606
2025/05/12 1585
2025/05/13 1610
2025/05/14 1619
2025/05/15 1646
2025/05/16 1571
2025/05/17 1480
2025/05/18 1472
2025/05/19 1449
2025/05/20 1492
2025/05/21 1462
2025/05/22 1490
2025/05/23 1432
2025/05/24 1426
2025/05/25 1402
2025/05/26 1388
2025/05/27 1448
2025/05/28 1390
2025/05/29 1434
2025/05/30 1391
2025/05/31 1370

Copyright © Adthena. All rights reserved.

May began with 1,446 advertisers, peaking at 1,646 mid-month. A decline followed, ending at 1,370.

Campaign Efficiency

Market Loss & Market Gains for UK 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
buildabear.co.uk 3.09%
cardfactory.co.uk 2.58%
argos.co.uk 0.57%
my1styears.com 0.51%
outdoortoys.com 0.46%
wonderbly.com -0.26%
silvercrossbaby.com -0.35%
moonpig.com -0.43%
disneystore.co.uk -1.07%
amazon.co.uk -6.32%

Copyright © Adthena. All rights reserved.

Build-A-Bear and Card Factory surged, gaining 3.09% and 2.58% click share, while Amazon.co.uk dropped by 6.32%.

Campaign Efficiency

UK 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.co.uk argos.co.uk ebay.co.uk temu.com lego.com my1styears.com outdoortoys.com etsy.com johnlewis.com mamasandpapas.com
2025/05/01 23.08% 3.12% 2.5% 2.56% 17.8% 1.81% 2.32% 1.33% 1.71% 1.46%
2025/05/02 24.79% 5.11% 3.12% 2.12% 8.76% 2.31% 2.78% 1.36% 1.91% 1.52%
2025/05/03 27.66% 5.96% 3.17% 1.97% 6.25% 2.12% 2.59% 1.92% 1.65% 1.48%
2025/05/04 30.46% 6.12% 3.21% 2.13% 6.32% 1.79% 2.59% 2.05% 1.78% 1.54%
2025/05/05 34.98% 5.16% 2.98% 2.49% 5.03% 1.81% 2.5% 1.94% 1.66% 1.42%
2025/05/06 37.74% 4.14% 2.93% 2.89% 3.69% 1.91% 2% 2.06% 1.53% 1.29%
2025/05/07 37% 4.18% 2.86% 2.85% 2.84% 2.33% 2.08% 1.85% 1.27% 1.12%
2025/05/08 19.8% 4.89% 4.21% 3.38% 4.12% 2.93% 2.07% 2.19% 2% 1.78%
2025/05/09 22.87% 4.86% 3.85% 3.24% 2.55% 2.64% 2.38% 2.03% 1.48% 1.94%
2025/05/10 22.74% 6.15% 3.98% 3.56% 3.05% 2.4% 2.52% 2.37% 1.37% 1.81%
2025/05/11 23.79% 6.08% 4.2% 3.86% 3.81% 1.93% 2.41% 1.88% 1.49% 1.72%
2025/05/12 22.33% 8.2% 5.08% 3.6% 3.63% 1.65% 2.1% 2.07% 2.11% 1.2%
2025/05/13 24.87% 6.85% 3.85% 3.16% 3.84% 1.68% 2.21% 2.34% 1.7% 1.07%
2025/05/14 22.68% 4.93% 4.8% 3.03% 4% 1.98% 2.03% 1.92% 1.73% 1.11%
2025/05/15 25.44% 2.97% 4.31% 3.12% 3.95% 2.16% 2.4% 1.61% 2.15% 0.8%
2025/05/16 24.69% 4.52% 2.68% 2.5% 5.3% 2.97% 1.98% 1.48% 2.36% 0.79%
2025/05/17 30.74% 4.06% 2.74% 3.18% 6.2% 2.01% 2.43% 1.27% 2.09% 0.84%
2025/05/18 27.49% 3.85% 3.34% 3.56% 5.67% 2.42% 2.35% 1.89% 2.08% 0.8%
2025/05/19 29.74% 5.03% 2.89% 3.18% 5.73% 1.54% 1.8% 1.86% 2.52% 1.29%
2025/05/20 23.09% 6.19% 3.73% 3.22% 6% 2.8% 1.83% 2.1% 2.51% 1.14%
2025/05/21 15.12% 6.09% 3.81% 3.1% 6.37% 2.79% 1.97% 1.91% 2.28% 1.53%
2025/05/22 14.74% 6.7% 4.08% 3.4% 5.12% 2.81% 2.31% 1.45% 2.29% 1.41%
2025/05/23 18.52% 6.61% 3.37% 3.09% 3.81% 2.5% 2.27% 1.48% 2.01% 1.09%
2025/05/24 16.62% 7.97% 3.47% 3.55% 3.35% 3.16% 2.56% 2.22% 3.14% 1.36%
2025/05/25 17.61% 7.13% 4.28% 5.23% 3.69% 2.12% 3.2% 1.79% 3.45% 1.53%
2025/05/26 18.59% 6.83% 4.44% 5.41% 2.77% 2.02% 3.49% 1.89% 2.97% 1.72%
2025/05/27 20.13% 6.33% 3.43% 3.96% 3.07% 2.35% 3.2% 1.96% 3.57% 1.71%
2025/05/28 21.98% 5.94% 3.39% 3.89% 3.41% 3.63% 2.71% 2.22% 2.39% 1.5%
2025/05/29 22.41% 4.74% 3.25% 3.45% 3.35% 3.57% 2.29% 2.66% 2.47% 1.27%
2025/05/30 22.78% 5.09% 3.84% 3.6% 3.53% 3.31% 2.93% 2.53% 2.27% 1.7%
2025/05/31 24.05% 5.75% 3.9% 3.85% 3.6% 3.08% 2.72% 2.66% 2.18% 1.78%

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Amazon.co.uk dominated May, peaking at 37.74% on the 6th, then dipped to 24.05% by month’s end. Argos.co.uk saw fluctuations, ending at 5.75%. Ebay.co.uk and Temu.com showed steady growth, while Lego.com declined. Overall, Amazon maintained a strong lead.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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
    Mothers Gifts Day https://www.amazon.co.uk/

    at Amazon — Low Prices on Mothers Gifts Day. Free UK Delivery on Eligible Orders. Shop Today's Deals.

  2. 2
    cardfactory https://www.cardfactory.co.uk

    Fast Delivery Available — Cards & Gifts For Kids & Adults Alike For Any Celebration. Order Online Today! We Offer Online...

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

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

  4. 4
    Now in the UK https://www.pokemoncenter.com

    Shop Official Pokémon© Center — PokemonCenter.Com Is The Official Online Store For Pokémon Center Merchandise. Shop Today! Find...

  5. 5
    Mothers Day Experience Gifts - Valid For 12 Months https://www.virginexperiencedays.co.uk › gifts › mothers_day

    Thousands Of Unique & Wonderful Experiences Across The UK. There's Something For Everyone.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, Amazon.co.uk leads with enticing offers on Mother’s Day gifts, emphasizing low prices and free delivery. Cardfactory.co.uk follows, highlighting fast delivery for all celebrations. LEGO.com captivates with the latest sets, while PokemonCenter.com introduces official merchandise to the UK. Virgin Experience Days offers unique experiences, ensuring memorable gifts.

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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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