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US 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 US 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 US 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 13.15
amazon.com 12.88
target.com 10.38
nuggetcomfort.com 10.22
walmart.com 8.15
buildabear.com 4.84
groupon.com 3.78
disneystore.com 2.33
wwe.com 2.07
etsy.com 1.66
others 30.54

Copyright © Adthena. All rights reserved.

In the toy and games PPC landscape, Lego leads with 13.15% click share, closely followed by Amazon at 12.88%. Others collectively dominate with 30.54%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US 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 nuggetcomfort.com target.com lego.com walmart.com groupon.com orientaltrading.com wayfair.com etsy.com wwe.com
2025/06/01 6.52% 5.51% 10.28% 13.03% 6.16% 2.73% 3.47% 2.73% 2.34% 6.38%
2025/06/02 8.22% 1.85% 10.3% 12.22% 6.71% 6.75% 3.07% 2.65% 2.86% 6.95%
2025/06/03 6.27% 1.91% 5.97% 15.67% 5.26% 12.84% 4.98% 1.65% 2.16% 11.26%
2025/06/04 6.77% 4.26% 10.33% 18.95% 7.25% 3.81% 4.17% 1.96% 2.21% 3.36%
2025/06/05 7.62% 4.98% 8.45% 12.59% 6.76% 3.01% 10.32% 2.18% 2.86% 3.29%
2025/06/06 8.12% 5.25% 9.26% 10.92% 7.64% 8.17% 2.98% 1.87% 2.73% 5.97%
2025/06/07 6.57% 7.15% 8.82% 9.33% 8.93% 6.07% 2.91% 1.92% 1.89% 8.23%
2025/06/08 8.81% 6.41% 8.76% 13.38% 8% 5.64% 3.49% 2.27% 2.11% 4.28%
2025/06/09 9.76% 4.78% 7.03% 14.71% 7.2% 4.73% 4.08% 2.45% 1.6% 6.41%
2025/06/10 11.11% 8.9% 7.75% 9.34% 5.75% 9.37% 4.48% 1.57% 1.81% 6.17%
2025/06/11 12% 7.59% 9.38% 14.8% 6.68% 3.21% 2.66% 1.5% 1.93% 2.19%
2025/06/12 15.3% 2.87% 10.86% 15.51% 9.38% 3.07% 3.07% 1.22% 1.6% 5.58%
2025/06/13 11.5% 10.12% 10.04% 7.64% 9.16% 3.6% 3.02% 1.43% 1.61% 5.79%
2025/06/14 11.91% 8.66% 10.49% 9.97% 9.3% 5.98% 2.71% 1.49% 1.33% 5.03%
2025/06/15 13.13% 2.41% 11.27% 10.05% 11.41% 4.01% 3.43% 1.75% 1.99% 2.28%
2025/06/16 12.4% 6.9% 11.43% 8.23% 9.49% 5.38% 2.95% 1.73% 1.45% 6.05%
2025/06/17 13.42% 7.17% 11.06% 8.95% 11.08% 3.89% 2.59% 1.61% 1.52% 2.23%
2025/06/18 14.83% 6.13% 10.99% 11.98% 7.87% 3.64% 3.48% 1.99% 1.94% 2.38%
2025/06/19 11.82% 10.91% 9.97% 8.3% 9.58% 3.56% 2.92% 1.99% 1.85% 2.5%
2025/06/20 10.96% 6.41% 7.24% 19.28% 9.02% 2.53% 2.17% 1.41% 1.57% 6.42%
2025/06/21 10.16% 6.13% 6.15% 21.91% 13.18% 3.47% 2.29% 1.36% 1.25% 3.24%
2025/06/22 10.3% 6.16% 7.46% 11.99% 9.66% 3.4% 2.61% 2% 1.96% 5.47%
2025/06/23 11.3% 7.09% 9.38% 10.48% 11.31% 5.37% 3.37% 1.81% 1.79% 3.99%
2025/06/24 10.63% 4.6% 10.94% 11.64% 11.11% 2.61% 2.78% 1.68% 2.03% 5.55%
2025/06/25 11.04% 8.55% 9.78% 6.16% 11.82% 1.52% 2.93% 1.73% 1.9% 2.77%
2025/06/26 11.06% 2.58% 7.12% 13.48% 6.05% 4.47% 5.07% 2.03% 1.61% 3.39%
2025/06/27 10.96% 9.2% 8.1% 9.76% 7.43% 2.19% 5.32% 2.18% 1.71% 6.31%
2025/06/28 10.84% 10.41% 7.94% 9.64% 5.67% 2.8% 4.76% 2.3% 1.45% 6.88%
2025/06/29 10.62% 12.01% 6.43% 7.89% 6.71% 4.76% 2.67% 2.27% 1.61% 9.69%
2025/06/30 11.52% 11.43% 9.03% 7.81% 5.08% 4.35% 3.4% 2.89% 2.79% 0.65%

Copyright © Adthena. All rights reserved.

Amazon’s PPC spend surged mid-June, peaking at 15.3. Lego led early, reaching 18.95, but dipped later. Walmart and Target showed steady fluctuations. By month’s end, Amazon and Lego dominated.

Market Exposure

Competitor Count for US 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 1728
2025/06/02 1827
2025/06/03 1308
2025/06/04 1824
2025/06/05 1782
2025/06/06 1763
2025/06/07 1752
2025/06/08 1710
2025/06/09 1633
2025/06/10 1637
2025/06/11 1798
2025/06/12 1658
2025/06/13 1678
2025/06/14 1691
2025/06/15 1702
2025/06/16 1632
2025/06/17 1721
2025/06/18 1767
2025/06/19 1608
2025/06/20 1719
2025/06/21 1647
2025/06/22 1764
2025/06/23 1781
2025/06/24 1717
2025/06/25 1751
2025/06/26 1612
2025/06/27 1723
2025/06/28 1603
2025/06/29 1614
2025/06/30 1779

Copyright © Adthena. All rights reserved.

June saw fluctuating advertiser numbers, peaking at 1,827 on June 2nd. The month concluded with 1,779 advertisers, reflecting a dynamic market landscape.

Campaign Efficiency

Market Loss & Market Gains for US 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
nuggetcomfort.com 2.48%
buildabear.com 1.63%
amazon.com 0.99%
disneystore.com 0.25%
evenflo.com 0.2%
wwe.com -0.35%
funko.com -0.49%
walmart.com -0.61%
target.com -1.27%
groupon.com -1.93%

Copyright © Adthena. All rights reserved.

Groupon and Target saw significant declines, while Nugget Comfort and Build-A-Bear experienced notable click share growth.

Campaign Efficiency

US 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 target.com amazon.com nuggetcomfort.com walmart.com wayfair.com lego.com etsy.com buildabear.com groupon.com ebay.com
2025/06/01 16.7% 10.01% 5.06% 10.07% 4.06% 4.66% 3.27% 2.5% 0.67% 1.76%
2025/06/02 16.73% 11.46% 1.6% 11% 3.88% 5% 3.86% 1.34% 4.48% 1.4%
2025/06/03 12.67% 11.98% 2.28% 11.13% 3.14% 8.5% 3.8% 3.16% 2.07% 1.66%
2025/06/04 17.36% 9.54% 4.02% 12.23% 2.96% 8.82% 3.29% 0.96% 1.28% 1.43%
2025/06/05 15.78% 11.95% 4.5% 11.48% 3.35% 5.7% 3.98% 2.76% 0.96% 1.19%
2025/06/06 17.13% 12.07% 4.72% 11.79% 3% 4.45% 3.68% 2.7% 1.5% 1.42%
2025/06/07 16.14% 9.84% 6.55% 14.22% 3.02% 3.72% 2.51% 0.6% 1.42% 1.28%
2025/06/08 13.94% 11.98% 5.6% 12.44% 3.34% 4.87% 3.05% 0.97% 3.36% 1.59%
2025/06/09 12.47% 14.83% 4.54% 12.34% 3.79% 5.56% 2.41% 0.44% 3.13% 2.89%
2025/06/10 14.22% 16.92% 8.35% 9.82% 2.56% 3.74% 2.77% 0.55% 4.06% 1.12%
2025/06/11 15.25% 16.62% 6.74% 10.66% 2.1% 6.25% 2.6% 2.16% 1.1% 0.6%
2025/06/12 16.82% 21.86% 2.61% 14.55% 1.83% 6.58% 2.31% 0.86% 0.68% 1.04%
2025/06/13 18.28% 16.19% 8.9% 14.64% 2.02% 3.31% 2.17% 0.96% 0.71% 0.82%
2025/06/14 18.34% 16.31% 7.92% 12.94% 2.28% 4.09% 1.86% 0.59% 1.29% 1.5%
2025/06/15 18.06% 17.48% 1.88% 13.95% 2.4% 3.95% 2.49% 2.06% 1.42% 0.8%
2025/06/16 19.67% 17.39% 5.97% 12.47% 2.4% 3.48% 2.13% 2.03% 1.57% 1.09%
2025/06/17 18.19% 18.3% 6.15% 13.79% 2.29% 3.14% 2.04% 1.52% 0.77% 1.74%
2025/06/18 17.41% 19.66% 5.04% 12.01% 2.75% 4.31% 2.54% 2.04% 1.42% 0.72%
2025/06/19 16.03% 15.69% 9.61% 13.55% 2.71% 3.59% 2.64% 2% 1.24% 1.01%
2025/06/20 12.88% 15.92% 6.1% 13.3% 2.14% 9.74% 2.07% 1.5% 1.42% 1.2%
2025/06/21 12.07% 14.98% 5.97% 16.88% 2.05% 9.93% 1.9% 3.4% 1.04% 0.89%
2025/06/22 11.98% 15.1% 5.76% 13.16% 2.96% 5.21% 2.91% 2.74% 1.1% 1.74%
2025/06/23 16.34% 15.76% 6.42% 13.24% 2.57% 5% 2.52% 3.49% 0.8% 0.92%
2025/06/24 17.78% 15% 3.86% 14.47% 2.35% 4.62% 2.66% 1.62% 0.51% 1.18%
2025/06/25 14.18% 15.05% 7.21% 15.35% 2.3% 2.59% 2.45% 1.97% 0.4% 0.97%
2025/06/26 13.04% 16.49% 2.22% 9.36% 2.99% 6.53% 2.55% 3.04% 1.03% 0.98%
2025/06/27 13.77% 17.19% 9.09% 8.02% 3.27% 4.35% 2.51% 1% 0.51% 1.25%
2025/06/28 14% 16.06% 9.7% 6.72% 3.42% 4.9% 2.17% 1.94% 0.53% 1.61%
2025/06/29 10.96% 16.21% 11.74% 7.14% 3.49% 3.8% 2.54% 2.04% 2.68% 0.93%
2025/06/30 15.46% 14.96% 9.34% 6.12% 3.93% 3.46% 3.37% 1.19% 0.94% 0.93%

Copyright © Adthena. All rights reserved.

In June 2025, Target and Amazon dominated PPC impressions, with Target peaking mid-month and Amazon surging later. Nuggetcomfort and Walmart showed fluctuating trends, while Wayfair and Lego maintained steady shares. The month concluded with Target leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
    One-Of-A-Kind Father Day Presents https://www.etsy.com › holiday

    Gifts Delivered On Time — Refresh Your Holiday Cheer With Father Day Presents. Find Holiday Items You'll Love. Buy...

  2. 2
    GameStop Offical Site https://www.gamestop.com

    Shop at GameStop online — Massive GameStop sale! Buy 1, get 1 50% off on select games. Hurry, offer ends soon! Welcome to...

  3. 3
    Groupon® Official Site https://www.groupon.com › grablife

    Get Exclusive Deals Near You — Check out all the awesome experiences, beauty services and restaurants waiting for you. Discover 1000s of fun & affordable experiences, beauty services & restaurants near you.

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

    Free Shipping On Orders $35+ Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com!

  5. 5
    Roblox eGift Cards - eGift and Virtual Gift Cards | Rakuten https://www.rakuten.com

    Gift Cards for them, Savings for You. Save Money on Gift Cards from your Favorite Brands. Get Cash...

Copyright © Adthena. All rights reserved.

Etsy captivates with unique Father’s Day gifts, while GameStop entices gamers with a buy-one-get-one offer. Groupon offers local experiences, LEGO charms with free shipping, and Rakuten tempts with savings on gift cards. Each ad uniquely appeals to diverse interests.

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See this data specific to your brand performance

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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