UK Retail Toys and Games - PPC Market Share Analysis June 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
lego.com	24.4
amazon.co.uk	16.64
argos.co.uk	6.81
outdoortoys.com	3.89
my1styears.com	2.82
ebay.co.uk	2.53
buildabear.co.uk	2.2
temu.com	1.8
tptoys.com	1.61
jellycat.com	1.47
others	35.83

Lego.com leads with 24.4% click share, followed by Amazon.co.uk at 16.64%. Argos.co.uk holds 6.81%, while ‘others’ dominate with 35.83%.

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	argos.co.uk	temu.com	ebay.co.uk	my1styears.com	tptoys.com	libertygames.co.uk	johnlewis.com
2025/06/01	17.88%	11.79%	6.22%	4.85%	3.07%	3.14%	2.41%	2.13%	2.08%	1.62%
2025/06/02	16.31%	12.69%	7.75%	4.55%	2.58%	2.48%	3.18%	2.76%	1.16%	1.37%
2025/06/03	14.15%	18.88%	8.53%	4.12%	2.4%	2.25%	3.54%	2.92%	0.26%	0.58%
2025/06/04	16.99%	16.48%	8.18%	4.09%	2.26%	2.48%	4.11%	2.66%	0.68%	1.06%
2025/06/05	13.26%	18.52%	5.34%	4.97%	2.13%	2.79%	5.39%	2.7%	0.48%	0.83%
2025/06/06	14.32%	10.9%	8.6%	4.57%	1.93%	2.86%	5.23%	3.14%	0.87%	1.31%
2025/06/07	16.48%	9.49%	6.08%	5.1%	3.27%	3.23%	3.78%	3.11%	1.48%	1.54%
2025/06/08	18.46%	9.69%	5.13%	5.72%	3.12%	4.92%	4.91%	3.31%	1.8%	1.26%
2025/06/09	15.54%	11.17%	9.22%	5.03%	2.74%	5.24%	3.94%	3.4%	1.44%	1.21%
2025/06/10	14.24%	12.51%	6.31%	6.03%	2.8%	5.08%	4.02%	2.96%	0.96%	1.45%
2025/06/11	10.35%	12.41%	6.35%	5.76%	2.76%	3.09%	4.09%	2.49%	1.2%	1.57%
2025/06/12	14.07%	11.52%	6.56%	4.2%	2.09%	2.36%	4.07%	2.67%	1.34%	1.41%
2025/06/13	12.22%	8.27%	7.39%	6.58%	2.19%	2.68%	3.6%	2.31%	1.35%	1.43%
2025/06/14	12.45%	8.22%	6.66%	9%	2.92%	2.83%	3.06%	2.4%	1.63%	1.5%
2025/06/15	12.28%	8.13%	6.51%	9.4%	3.96%	3.26%	3.17%	2.28%	1.66%	1.72%
2025/06/16	13.95%	8.48%	4.94%	8.27%	3.18%	3.94%	3.49%	2.52%	1.39%	1.91%
2025/06/17	13.88%	8.03%	6.99%	7.27%	3.22%	2.83%	3.38%	2.53%	1.74%	1.42%
2025/06/18	15.66%	9.83%	5.34%	6.05%	3.1%	3.73%	4.26%	2.44%	1.43%	1.39%
2025/06/19	17.33%	10.17%	4.83%	4.21%	2.77%	3.94%	3.23%	2.36%	1.47%	1.29%
2025/06/20	15.71%	12.73%	5%	4.19%	1.56%	2.33%	2.65%	2.82%	1.76%	1.81%
2025/06/21	15.31%	14.54%	5.56%	2.8%	2.18%	3.3%	2.47%	2.42%	1.31%	1.89%
2025/06/22	16.25%	12.93%	3.56%	6.08%	3.01%	3.98%	2.05%	2.96%	1.34%	1.56%
2025/06/23	16.85%	10.53%	3.66%	6.56%	2.99%	2.99%	2.42%	2.7%	1.5%	1.51%
2025/06/24	16.4%	9.41%	3.07%	7.04%	3.41%	2.22%	3.62%	2.59%	1.13%	1.56%
2025/06/25	15.84%	8.52%	4.54%	7.53%	2.88%	3.02%	4.06%	2.61%	1.6%	1.56%
2025/06/26	16.32%	9.22%	7.24%	7.99%	2.26%	2.5%	3.45%	2.57%	1.55%	1.67%
2025/06/27	17.39%	7.75%	7.47%	8.42%	2.77%	2.65%	3.46%	2.07%	1.4%	1.67%
2025/06/28	17.71%	8.85%	7.64%	6.46%	3.58%	2.47%	3.05%	1.97%	1.55%	1.63%
2025/06/29	17.96%	10.15%	9.49%	6.39%	3.29%	2.85%	2.97%	1.84%	1.85%	2.04%
2025/06/30	14.98%	8.93%	8.55%	5.28%	3.42%	3.32%	3.06%	2.32%	1.45%	1.4%

Amazon.co.uk led June with fluctuating spend, peaking mid-month. Lego.com saw a sharp early rise, then declined. Outdoortoys.com and Argos.co.uk showed steady growth. Temu.com and eBay.co.uk maintained low but stable shares.

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
2025/06/01	1324
2025/06/02	1368
2025/06/03	1225
2025/06/04	1414
2025/06/05	1303
2025/06/06	1401
2025/06/07	1473
2025/06/08	1337
2025/06/09	1371
2025/06/10	1385
2025/06/11	1458
2025/06/12	1436
2025/06/13	1403
2025/06/14	1438
2025/06/15	1416
2025/06/16	1377
2025/06/17	1410
2025/06/18	1440
2025/06/19	1359
2025/06/20	1436
2025/06/21	1394
2025/06/22	1374
2025/06/23	1361
2025/06/24	1402
2025/06/25	1401
2025/06/26	1357
2025/06/27	1336
2025/06/28	1327
2025/06/29	1328
2025/06/30	1346

June saw a dynamic shift in distinct advertisers, peaking at 1,473 on June 7. The month concluded with a slight dip, ending at 1,346.

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
amazon.co.uk	2.04%
buildabear.co.uk	1.28%
jellycat.com	0.81%
mamasandpapas.com	0.54%
argos.co.uk	0.39%
therange.co.uk	-0.49%
pokemoncenter.com	-0.54%
cardfactory.co.uk	-0.54%
outdoortoys.com	-0.64%
lego.com	-2.67%

Amazon.co.uk surged with a 2.04% click share increase, while Lego.com faced a 2.67% decline. Buildabear.co.uk and Jellycat.com also saw positive growth.

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	temu.com	outdoortoys.com	my1styears.com	johnlewis.com	tptoys.com	smythstoys.com
2025/06/01	22.33%	9.62%	6.05%	3.96%	3.55%	3.12%	1.85%	2.01%	1.54%	1.6%
2025/06/02	22.04%	9.88%	5.65%	3.29%	3.13%	3.64%	2.3%	1.74%	1.95%	1.13%
2025/06/03	18.76%	14.87%	5.62%	3.11%	3.02%	3.82%	2.32%	0.72%	2.37%	0.69%
2025/06/04	22.61%	13.81%	5.08%	3.36%	2.8%	3.29%	2.98%	1.35%	1.85%	0.72%
2025/06/05	17.38%	15.95%	6%	3.74%	2.76%	2.3%	3.58%	0.98%	1.94%	1.09%
2025/06/06	18.49%	8.93%	5.69%	3.92%	2.39%	3.46%	3.7%	1.67%	2.36%	0.85%
2025/06/07	21.54%	7.59%	6.17%	4.13%	3.86%	2.72%	2.73%	1.94%	2.2%	0.78%
2025/06/08	24.01%	7.87%	6.57%	5.92%	3.6%	2.37%	3.38%	1.56%	2.09%	0.94%
2025/06/09	20.72%	9.25%	6.38%	6.58%	3.43%	3.72%	2.83%	1.53%	2.26%	1.01%
2025/06/10	18.35%	10.47%	7.05%	6.43%	3.4%	2.88%	2.89%	1.93%	2.18%	0.92%
2025/06/11	13.81%	10.69%	7.07%	4.09%	3.39%	2.57%	2.99%	1.97%	1.8%	0.96%
2025/06/12	18.56%	9.44%	5.21%	3.37%	2.6%	2.86%	2.93%	1.8%	1.93%	1.37%
2025/06/13	15.75%	6.75%	8.33%	3.63%	2.72%	3.72%	2.56%	1.98%	1.75%	1.7%
2025/06/14	15.55%	6.67%	11.21%	3.83%	3.38%	3.24%	2.24%	1.86%	1.6%	2.03%
2025/06/15	15.1%	6.31%	11.7%	4.42%	4.55%	3.15%	2.28%	2.15%	1.54%	2.04%
2025/06/16	17.7%	7.05%	10.33%	4.79%	3.78%	2.48%	2.58%	2.41%	1.85%	2.18%
2025/06/17	18.51%	6.43%	8.91%	3.67%	3.91%	3.15%	2.55%	1.87%	1.68%	1.89%
2025/06/18	19.72%	8.44%	7.31%	4.72%	3.61%	2.44%	3.04%	1.83%	1.61%	1.66%
2025/06/19	21.41%	8.52%	5.39%	4.85%	3.19%	2.11%	2.34%	1.68%	1.7%	1.75%
2025/06/20	20.16%	10.25%	5.55%	3.22%	1.88%	2.11%	1.87%	2.37%	1.84%	1.71%
2025/06/21	20.43%	12.77%	3.88%	4.25%	2.52%	2.38%	1.92%	2.59%	1.72%	1.69%
2025/06/22	19.95%	10.73%	7.65%	5.02%	3.49%	1.88%	1.56%	2.14%	1.89%	1.63%
2025/06/23	21.2%	8.34%	8.18%	3.84%	3.64%	2.02%	1.79%	1.92%	1.86%	1.11%
2025/06/24	20.85%	7.75%	8.59%	2.92%	4.29%	1.49%	2.59%	1.89%	1.64%	0.83%
2025/06/25	19.68%	6.8%	9.43%	3.84%	3.43%	2.19%	2.95%	2.01%	1.78%	1%
2025/06/26	19.97%	7.81%	10.36%	3.36%	2.77%	3.36%	2.5%	2.08%	1.76%	1.12%
2025/06/27	21.65%	5.93%	10.29%	3.48%	3.34%	3.36%	2.63%	2.2%	1.52%	1.22%
2025/06/28	22.14%	7.2%	7.71%	3.36%	4.49%	3.23%	2.28%	2.08%	1.38%	1.35%
2025/06/29	23.18%	8.75%	8%	3.53%	4%	3.81%	1.94%	2.74%	1.33%	1.28%
2025/06/30	19.09%	7.59%	6.55%	4.28%	4.27%	3.68%	2.21%	1.98%	1.55%	1.31%

Amazon.co.uk’s impression share fluctuated, peaking mid-month. Lego.com saw a decline, while Argos.co.uk rose steadily. eBay.co.uk and Temu.com showed minor variations. The month ended with Amazon.co.uk leading.

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
Nintendo Switch 2 - Prime: Unlimited Fast delivery https://www.amazon.co.uk/
Browse & Discover Thousands of products. Read Customer Reviews and Find Best Sellers. Check out our selection & order now. Free UK delivery on...
2
Build-A-Bear Workshop® https://www.buildabear.co.uk › --
Shop in Store or Online — Personalized, Thoughtful, and Full of Hugs! Explore Custom Gifts With Outfits & Sounds. Experience the fun and memories of making your own stuffed animal at the Workshop.
3
Disney Store UK Official Site https://www.disneystore.co.uk
See What's New At Disney Store — Discover products featuring all your favourites from Disney, Pixar, Marvel, and Star Wars. Experience the Magic of Disney with authentic, high quality merchandise at Disney Store.
4
Official Jellycat https://www.jellycat.com
Free UK Delivery Available — Creating The Softest Toys And Sharing Joy Since 1999. Order An Official Jellycat Online. Last Minute...
5
The Official LEGO® Shop https://www.lego.com
New & Exclusive LEGO® Sets — Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com! Explore...

In the vibrant world of Google PPC, Amazon.co.uk leads with its promise of fast delivery for the Nintendo Switch 2. Build-A-Bear.co.uk charms with personalized, hug-filled experiences. Disney Store enchants with beloved characters, while Jellycat.com offers the softest toys. LEGO.com captivates with exclusive sets for all ages.

Frequently Asked Questions

Why is the UK Retail Toys and Games June 2025 Report useful and how should I use it?

Why is the UK Retail Toys and Games June 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

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Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Retail Toys and Games June 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Retail Toys and Games June 2025 Report?

The UK Retail Toys and Games June 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Retail Toys and Games June 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Retail Toys and Games June 2025 Report for?

The UK Retail Toys and Games June 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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In this PPC case study, Serotonin x Assos generated six figures in additional revenue by leveraging Adthena's brand protection solution.

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In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

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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.

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Retail

UK Retail Toys and Games - PPC Market Share Analysis June 2025

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

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

Competitor Count for UK Retail Toys and Games

Market Loss & Market Gains for UK Retail Toys and Games

UK Retail Toys and Games Share of Impressions

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

Frequently Asked Questions

Why is the UK Retail Toys and Games June 2025 Report useful and how should I use it?

Why is the UK Retail Toys and Games June 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Retail Toys and Games June 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Retail Toys and Games June 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

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See this data specific to your brand performance

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