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UK 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 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 30.04
lego.com 22
argos.co.uk 5.12
disneystore.co.uk 3.75
my1styears.com 2.48
ebay.co.uk 2.02
outdoortoys.com 1.96
buildabear.co.uk 1.93
jigsaw-online.com 1.2
temu.com 1.19
others 28.31

Copyright © Adthena. All rights reserved.

Amazon.co.uk leads with 30.04% click share, followed by ‘others’ at 28.31%. Lego.com holds 22%, while Argos.co.uk captures 5.12%.

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 lego.com outdoortoys.com disneystore.co.uk argos.co.uk my1styears.com ebay.co.uk temu.com johnlewis.com etsy.com
2025/04/01 26.7% 12.84% 3.06% 1.78% 4.38% 3.69% 2.2% 1.67% 1.66% 1.32%
2025/04/02 29.49% 14.53% 2.95% 1.03% 3.71% 3.48% 2.49% 1.71% 1.7% 1.27%
2025/04/03 25.81% 18.55% 2.76% 1.53% 2.99% 3.94% 2.6% 1.82% 1.5% 1.13%
2025/04/04 28.79% 13.38% 2.78% 1.68% 4.31% 3.87% 2.61% 1.63% 1.4% 1.17%
2025/04/05 33.05% 8.52% 1.94% 2.14% 4.8% 4.07% 2.79% 1.82% 1.35% 1.43%
2025/04/06 36.16% 7.55% 1.73% 2.27% 3.66% 3.91% 3.03% 1.67% 1.25% 1.84%
2025/04/07 35.68% 7.51% 2.09% 2.26% 4.38% 3.62% 2.39% 1.63% 1.37% 1.56%
2025/04/08 31.7% 7.9% 3.11% 1.46% 4.24% 4.21% 3.24% 1.96% 1.7% 1.63%
2025/04/09 35.7% 6.13% 3.02% 1.71% 4.72% 4.15% 2.61% 1.49% 1.33% 1.22%
2025/04/10 34.81% 7.18% 2.64% 1.61% 5.21% 3.29% 2.2% 1.57% 1.51% 1.32%
2025/04/11 30.65% 8.52% 3.96% 1.57% 6.15% 3.27% 2.1% 2.09% 1.58% 1.32%
2025/04/12 32.86% 7.23% 3.24% 1.83% 5.97% 3.23% 1.88% 2.04% 1.65% 1.6%
2025/04/13 32.58% 7.37% 4.29% 1.46% 6.45% 3.7% 2.16% 2.08% 1.52% 1.26%
2025/04/14 34.83% 7.91% 4.02% 1.87% 6.15% 3.05% 2.17% 1.53% 1.38% 1.55%
2025/04/15 32.46% 7.84% 4.88% 1.51% 5.48% 2.93% 2.06% 1.64% 1.13% 1.36%
2025/04/16 33.74% 6.78% 4.37% 1.24% 4.68% 3.93% 2.11% 1.32% 1.03% 1.27%
2025/04/17 30.98% 8.71% 3.49% 1.87% 4.48% 3.42% 2.51% 1.5% 1.43% 1.15%
2025/04/18 30.29% 13% 3.2% 2.71% 3.78% 3.18% 2.16% 1.94% 1.83% 1.4%
2025/04/19 34.03% 8.92% 3.02% 1.53% 4.31% 3.32% 1.77% 2.37% 1.37% 1.48%
2025/04/20 31.87% 8.57% 4.55% 1.64% 4.2% 2.86% 2.24% 3.05% 1.45% 1.28%
2025/04/21 36.21% 7.25% 4.74% 1.27% 3.68% 2.6% 2.02% 2.08% 1.34% 1.52%
2025/04/22 33.21% 8.64% 4.08% 2.03% 4% 2.69% 2.47% 2.09% 1.56% 1.53%
2025/04/23 29% 9.83% 4.06% 2.55% 4.77% 2.44% 2.34% 1.8% 1.89% 1.49%
2025/04/24 31.76% 9.87% 3.87% 2.16% 4.46% 2.96% 2.31% 1.94% 1.59% 1.6%
2025/04/25 27.99% 10.62% 4.45% 2.73% 4.81% 3.48% 2.25% 2% 1.53% 1.74%
2025/04/26 30.96% 9.47% 3.97% 2.03% 5.08% 2.47% 2.28% 1.99% 1.66% 2.1%
2025/04/27 31.13% 9.59% 4.2% 1.77% 4.41% 2.23% 2.26% 2.05% 1.54% 1.32%
2025/04/28 31.3% 10.37% 4.36% 2.41% 4.2% 2.24% 2.34% 2.16% 1.35% 1.44%
2025/04/29 23.43% 15.1% 4.24% 3.49% 3.71% 2.44% 1.89% 2.53% 1.6% 1.55%
2025/04/30 22.42% 17.77% 4.24% 3.77% 2.89% 2.49% 2.03% 1.84% 1.58% 1.17%

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk’s PPC spend share fluctuate, peaking mid-month before declining. Lego.com experienced a late surge, while OutdoorToys.com and Disneystore.co.uk showed steady growth. Argos.co.uk’s share dipped towards month’s end.

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
2025/04/01 1479
2025/04/02 1517
2025/04/03 1542
2025/04/04 1525
2025/04/05 1532
2025/04/06 1528
2025/04/07 1484
2025/04/08 1489
2025/04/09 1498
2025/04/10 1478
2025/04/11 1442
2025/04/12 1472
2025/04/13 1452
2025/04/14 1469
2025/04/15 1438
2025/04/16 1425
2025/04/17 1418
2025/04/18 1385
2025/04/19 1455
2025/04/20 1460
2025/04/21 1448
2025/04/22 1427
2025/04/23 1426
2025/04/24 1446
2025/04/25 1434
2025/04/26 1478
2025/04/27 1478
2025/04/28 1479
2025/04/29 1446
2025/04/30 1439

Copyright © Adthena. All rights reserved.

April began with 1,479 advertisers, peaking at 1,542 on April 3. A decline followed, reaching 1,385 on April 18. The month concluded with 1,439 advertisers.

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
lego.com 2.9%
disneystore.co.uk 1.19%
wwe.com 0.43%
moonpig.com 0.38%
cardfactory.co.uk 0.36%
ebay.co.uk -0.24%
my1styears.com -0.64%
argos.co.uk -0.67%
buildabear.co.uk -1.14%
amazon.co.uk -3.1%

Copyright © Adthena. All rights reserved.

Lego.com surged with a 2.9% click share increase, while amazon.co.uk dropped by 3.1%. Disneystore.co.uk rose by 1.19%, contrasting buildabear.co.uk’s 1.14% decline.

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 lego.com argos.co.uk ebay.co.uk disneystore.co.uk temu.com johnlewis.com my1styears.com outdoortoys.com etsy.com
2025/04/01 32.82% 9.69% 5.55% 3.06% 0.96% 1.93% 1.91% 2.61% 1.18% 1.14%
2025/04/02 36.22% 10.98% 4.71% 3.31% 0.61% 1.96% 1.87% 2.37% 1.1% 1.06%
2025/04/03 31.82% 14.44% 3.87% 3.61% 0.86% 2.19% 1.72% 2.7% 1.06% 0.97%
2025/04/04 34.19% 10.9% 5.02% 3.47% 0.96% 1.86% 1.68% 2.69% 0.99% 1.01%
2025/04/05 39.17% 6.37% 5.88% 3.78% 1.16% 2.03% 1.54% 2.87% 0.73% 1.16%
2025/04/06 42.77% 5.59% 4.32% 4.1% 1.2% 1.74% 1.38% 2.66% 0.7% 1.52%
2025/04/07 42.7% 5.35% 5.2% 3.22% 1.24% 1.78% 1.56% 2.52% 0.85% 1.32%
2025/04/08 38.23% 5.93% 4.83% 4.41% 0.86% 2.3% 1.88% 2.88% 1.03% 1.29%
2025/04/09 41.9% 4.54% 5.76% 3.55% 0.93% 1.73% 1.54% 2.86% 0.86% 0.96%
2025/04/10 40.88% 5.18% 6.21% 2.95% 0.89% 1.9% 1.68% 2.26% 0.95% 1.03%
2025/04/11 36.34% 6.48% 7.54% 2.79% 0.95% 2.53% 1.84% 2.24% 1.35% 1.04%
2025/04/12 38.99% 5.21% 7.26% 2.59% 0.97% 2.33% 1.84% 2.25% 1.05% 1.31%
2025/04/13 39.51% 5.5% 7.8% 2.85% 0.79% 2.38% 1.72% 2.5% 1.43% 1.02%
2025/04/14 41.55% 5.79% 7.42% 2.96% 0.96% 1.78% 1.5% 2.06% 1.34% 1.24%
2025/04/15 39.32% 6.02% 6.68% 2.86% 0.79% 2% 1.31% 2.07% 1.66% 1.07%
2025/04/16 40.7% 4.98% 5.7% 2.9% 0.8% 1.55% 1.2% 2.75% 1.52% 0.99%
2025/04/17 37.58% 5.93% 5.49% 3.46% 0.99% 1.72% 1.58% 2.4% 1.36% 0.92%
2025/04/18 36.8% 9.83% 4.75% 3.1% 1.35% 2.17% 2.22% 2.32% 1.13% 1.15%
2025/04/19 40.8% 6.99% 5.03% 2.36% 0.98% 2.6% 1.68% 2.34% 1.15% 1.27%
2025/04/20 38.53% 6.68% 5.21% 2.97% 1.07% 3.28% 1.73% 2.02% 1.61% 1.06%
2025/04/21 43.48% 5.54% 4.32% 2.68% 0.71% 2.32% 1.57% 1.81% 1.66% 1.23%
2025/04/22 39.71% 6.57% 4.83% 3.26% 1.2% 2.39% 1.84% 1.87% 1.41% 1.28%
2025/04/23 36.03% 7.31% 5.8% 3.19% 1.41% 2.06% 2.3% 1.75% 1.48% 1.31%
2025/04/24 38.59% 7.57% 5.13% 3.06% 1.41% 2.24% 1.88% 2.05% 1.4% 1.37%
2025/04/25 34.32% 8.04% 5.82% 3.08% 1.59% 2.41% 1.77% 2.47% 1.69% 1.52%
2025/04/26 37.91% 7.11% 6.12% 3.09% 1.36% 2.44% 1.87% 1.76% 1.43% 1.81%
2025/04/27 38.37% 7.34% 5.42% 3.05% 1.07% 2.27% 1.78% 1.6% 1.65% 1.17%
2025/04/28 38.34% 7.98% 4.96% 3.13% 1.37% 2.69% 1.53% 1.65% 1.73% 1.26%
2025/04/29 29.62% 11.82% 4.58% 2.67% 2.22% 3.07% 1.92% 1.89% 1.68% 1.36%
2025/04/30 28.53% 14.47% 3.51% 2.87% 2.36% 2.32% 1.92% 1.9% 1.65% 1.03%

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk’s impression share fluctuate, peaking at 43.48% on the 21st, before dropping to 28.53% by month’s end. Meanwhile, Lego.com rose from 9.69% to 14.47%, showing a steady climb.

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
    Mother's Day Gifts https://www.amazon.co.uk/

    at Amazon.co.uk — Low Prices on Mother's Day Gifts. Shop Today's Deals. Prime Exclusive Deals.

  2. 2
    cardfactory https://www.cardfactory.co.uk › greeting › cards

    Same Day Dispatch Before 4pm — Exclusive App Discounts - Choose From 1000's Of Cards - Various Delivery Options. Buy Now! Great...

  3. 3
    1st Birthday Gifts | Unusual—And Unbelievable—Items https://www.etsy.com › gifting › birthday

    Find 1st Birthday Gifts They'll Love. Buy Directly From Makers. Only On Etsy. Shop...

  4. 4
    Jigsaw Official Website https://www.jigsaw-online.com

    Sale Now On | Up To 50% Off — Wardrobe essentials for every season, designed in London. Shop the new Jigsaw collection. Luxury British womenswear, reimagined. Sign up now for 15% off your first order. Checkout With Amazon Pay. Types: Womenswear, Shoes, Accessories.

  5. 5
    The Official LEGO® Shop https://www.lego.com › lego › sets

    Powered by Imagination — Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com! Explore...

Copyright © Adthena. All rights reserved.

In the world of Google PPC, five advertisers shine with distinct themes and messages. Amazon.co.uk entices with low prices and exclusive deals for Mother’s Day gifts. Cardfactory.co.uk offers same-day dispatch and app discounts on a vast card selection. Etsy.com highlights unique, maker-direct 1st birthday gifts. Jigsaw-online.com presents luxury British womenswear with significant discounts. Lastly, LEGO.com captivates with imaginative sets for all ages.

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