Log in Book a Demo

US 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 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.

See more data
Share of Clicks - Last month
Domain Share of clicks
amazon.com 13.46
lego.com 11.44
target.com 10.73
walmart.com 8.24
groupon.com 7.15
buildabear.com 6.17
nuggetcomfort.com 3.68
disneystore.com 2.83
etsy.com 2.15
orientaltrading.com 1.95
others 32.2

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC for toys and games, Amazon leads with 13.46% click share, followed by Lego at 11.44%. Target and Walmart trail closely, while ‘others’ collectively hold a significant 32.2%.

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. 

See more data
Share of Spend - Last Month
Date groupon.com target.com amazon.com nuggetcomfort.com walmart.com lego.com stickermule.com etsy.com wayfair.com orientaltrading.com
2025/05/01 9.35% 6.52% 7.62% 1.16% 11.67% 27.02% 1.58% 1.91% 1.81% 0.82%
2025/05/02 5.56% 9.28% 10.95% 1.7% 12.02% 15.53% 2.57% 2.58% 1.91% 3.99%
2025/05/03 6.58% 9.92% 11.57% 3.57% 9.43% 13% 2.78% 2.59% 2.59% 3.46%
2025/05/04 9.72% 9.88% 12.02% 1.53% 8.71% 17.12% 1.98% 2.53% 1.95% 2.53%
2025/05/05 10.01% 10.75% 11.67% 2.1% 8.49% 11.5% 2.13% 2.82% 2.09% 4.16%
2025/05/06 13.27% 11.55% 11.87% 2.15% 8.37% 6.6% 2.89% 2.94% 1.65% 3.82%
2025/05/07 4.94% 8.92% 14.25% 3.41% 10.61% 4.54% 2.82% 2.49% 2.56% 4.18%
2025/05/08 6.79% 9.96% 14.29% 2.71% 9.66% 7.41% 3.65% 2.5% 2.12% 2.22%
2025/05/09 18.38% 8.27% 13.11% 1.62% 9.67% 3.36% 2.7% 2.09% 2.42% 2.12%
2025/05/10 12.23% 9.63% 13.92% 1.71% 9.66% 5.45% 2.25% 2.22% 2.09% 2.35%
2025/05/11 20.33% 11.03% 12.45% 1.66% 7.6% 4.1% 3.04% 2.07% 2.12% 1.9%
2025/05/12 11.99% 9.56% 16.53% 2.79% 7.08% 4.8% 2.6% 2.49% 2.5% 3.22%
2025/05/13 5.37% 10.82% 16.89% 1.4% 6.67% 4.99% 3.48% 3.2% 2.55% 2.27%
2025/05/14 12.87% 12.26% 13.87% 1.05% 7.09% 5.9% 2.26% 2.19% 2.26% 2.5%
2025/05/15 8.09% 9.3% 15.76% 1.75% 8.21% 4.04% 2.94% 1.8% 2.52% 3.32%
2025/05/16 5.89% 13.36% 12.79% 1.37% 7.51% 9.06% 2.89% 1.8% 2.74% 1.87%
2025/05/17 8.24% 11.54% 15.64% 1.68% 8.24% 8.71% 3.13% 1.57% 2.02% 3.43%
2025/05/18 7.74% 13.09% 15.69% 2.29% 6.69% 8.83% 2.37% 2.05% 2.29% 2.18%
2025/05/19 7.8% 13.41% 13.21% 1% 5.92% 7.31% 2.62% 2.65% 3.72% 1.68%
2025/05/20 8.61% 10.14% 13.61% 2.51% 5.78% 5.56% 2.38% 2.89% 2.71% 2.07%
2025/05/21 5.49% 10.17% 12.92% 1.33% 7.12% 4.88% 2.55% 3.02% 3.06% 2.62%
2025/05/22 7.22% 13.05% 9.51% 2.11% 7.73% 4.14% 2.41% 2.69% 3.33% 3.05%
2025/05/23 8.72% 13.78% 9.49% 2.35% 7.7% 5.65% 1.63% 2.32% 3.23% 1.92%
2025/05/24 16.08% 9.31% 8.06% 1.52% 6.38% 4.68% 2.25% 2.4% 3% 2.77%
2025/05/25 8.26% 11.16% 9.42% 3.14% 6.4% 8.35% 1.78% 2.55% 3.01% 2.85%
2025/05/26 6.35% 11.84% 7.36% 1.41% 7.43% 5.5% 1.05% 2.59% 3.39% 4.98%
2025/05/27 7.02% 12.58% 7.59% 2.88% 6.87% 7.04% 2.23% 2.77% 2.92% 3.59%
2025/05/28 4.91% 10.34% 8.44% 2.81% 8.02% 3.68% 2.8% 3.04% 2.74% 4.93%
2025/05/29 6.92% 11.77% 8.44% 2.99% 8.55% 3.55% 1.66% 2.71% 2.64% 2.6%
2025/05/30 10.13% 10.6% 7.16% 3.89% 6.46% 3.13% 3.98% 2.79% 2.92% 5.08%
2025/05/31 14.56% 8.95% 7.19% 6.86% 5.14% 3.91% 3.21% 2.71% 2.6% 2.59%

Copyright © Adthena. All rights reserved.

Groupon’s spend share fluctuated, peaking at 20.33% on May 11. Target maintained steady growth, while Amazon’s share declined after mid-month. Lego’s share dropped significantly, ending at 3.91%.

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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/05/01 1857
2025/05/02 1927
2025/05/03 1894
2025/05/04 1892
2025/05/05 1849
2025/05/06 1917
2025/05/07 1953
2025/05/08 1955
2025/05/09 1905
2025/05/10 1893
2025/05/11 1959
2025/05/12 1935
2025/05/13 1966
2025/05/14 1943
2025/05/15 1902
2025/05/16 1941
2025/05/17 1901
2025/05/18 1916
2025/05/19 1958
2025/05/20 1905
2025/05/21 1837
2025/05/22 1952
2025/05/23 1864
2025/05/24 1814
2025/05/25 1824
2025/05/26 1822
2025/05/27 1851
2025/05/28 1808
2025/05/29 1839
2025/05/30 1755
2025/05/31 1794

Copyright © Adthena. All rights reserved.

Advertisers fluctuated in May, peaking at 1,966 on May 13. The month concluded with a decline to 1,794.

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.

See more data
Market Loss & Market Gains - Last month
Name Market Trend
buildabear.com 2.58%
target.com 1.15%
nuggetcomfort.com 1.08%
wwe.com 0.61%
wayfair.com 0.58%
disneystore.com -0.59%
walmart.com -1.55%
groupon.com -2.17%
lego.com -2.52%
amazon.com -3.98%

Copyright © Adthena. All rights reserved.

Build-A-Bear surged with a 2.58% click share increase, while Amazon faced a 3.98% decline.

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.

See more data
Date target.com amazon.com walmart.com nuggetcomfort.com groupon.com wayfair.com etsy.com buildabear.com lego.com ebay.com
2025/05/01 10.29% 11.13% 18.56% 1.02% 1.47% 2.46% 2.75% 1.48% 18.01% 1.81%
2025/05/02 12.75% 14.44% 17.05% 1.64% 1.23% 2.57% 3.41% 1.55% 10.46% 1.66%
2025/05/03 13.84% 15.42% 13.55% 3.84% 1.85% 3.28% 3.51% 1.99% 7.34% 1.5%
2025/05/04 13.99% 15.64% 12.4% 1.47% 2.54% 2.48% 3.53% 4.27% 11.32% 2.08%
2025/05/05 15.47% 15.51% 12.65% 2.09% 2.77% 2.67% 3.57% 2.45% 7.16% 1.81%
2025/05/06 17.89% 16.81% 13.1% 2.26% 3.04% 2.27% 3.83% 1.38% 4.22% 1.39%
2025/05/07 12.54% 17.76% 15.19% 3.25% 1.32% 3.19% 3.01% 1.5% 2.58% 1.13%
2025/05/08 14.68% 18.54% 13.6% 2.8% 1.64% 2.78% 3.08% 0.63% 3.66% 1.76%
2025/05/09 13.34% 18.41% 14.74% 1.79% 4.39% 3.23% 2.98% 1.05% 2.02% 1.44%
2025/05/10 14.56% 18.27% 14.65% 1.68% 3.03% 2.71% 2.89% 1.23% 2.82% 1.34%
2025/05/11 17.09% 17.95% 12.01% 1.82% 4.51% 2.99% 2.95% 2.25% 2.44% 1.82%
2025/05/12 14.47% 21.37% 10.78% 2.88% 2.92% 3.32% 3.33% 1.37% 2.52% 1.57%
2025/05/13 15.11% 21.83% 9.88% 1.39% 1.4% 3.22% 3.95% 2.06% 2.58% 1.5%
2025/05/14 18.57% 18.83% 11.2% 1.12% 3.49% 2.96% 2.83% 0.96% 3.12% 1.72%
2025/05/15 14.47% 21.02% 12.33% 1.81% 1.63% 3.35% 2.36% 1.9% 2.36% 1.94%
2025/05/16 19.48% 17.63% 11.07% 1.28% 1.06% 3.61% 2.33% 1.43% 5.13% 1.86%
2025/05/17 17.17% 20.76% 12.17% 1.69% 1.62% 2.75% 2.08% 1.74% 5.03% 1.39%
2025/05/18 17.49% 19.48% 9.73% 2.06% 1.34% 2.97% 2.52% 2.95% 6.07% 1.86%
2025/05/19 19.35% 17.55% 8.92% 0.94% 1.39% 4.75% 3.53% 2.85% 3.57% 1.44%
2025/05/20 14.69% 17.87% 8.63% 2.59% 1.76% 3.45% 3.84% 2.33% 3.12% 1.98%
2025/05/21 14.34% 16.27% 10.32% 1.23% 1.06% 3.83% 3.8% 1.81% 2.38% 2.18%
2025/05/22 18.76% 12.45% 11.17% 1.97% 1.57% 4.12% 3.42% 1.88% 2.14% 1.42%
2025/05/23 19.5% 11.83% 10.87% 2.4% 1.82% 3.96% 3.04% 1% 2.91% 1.68%
2025/05/24 14.88% 11.19% 10.09% 1.56% 4.04% 4.38% 3.45% 2.5% 2.68% 1.54%
2025/05/25 16.15% 12.17% 9.72% 3.14% 1.59% 3.94% 3.19% 4.52% 4.08% 1.84%
2025/05/26 16.57% 9.47% 10.62% 1.35% 1.38% 4.26% 3.45% 3.56% 2.85% 2.16%
2025/05/27 18.2% 10.39% 10.39% 2.4% 1.63% 3.77% 3.72% 2.58% 3.74% 1.4%
2025/05/28 15.3% 10.92% 11.88% 2.71% 0.95% 3.39% 3.71% 4.25% 1.85% 2.06%
2025/05/29 17.41% 11.08% 12.71% 2.57% 1.34% 3.37% 3.36% 2.12% 1.85% 1.33%
2025/05/30 16.75% 10.48% 9.89% 4.36% 1.84% 4.18% 3.99% 2.83% 1.7% 1.63%
2025/05/31 14.41% 10.71% 8.58% 7.6% 4.06% 3.87% 3.8% 2.24% 1.97% 1.18%

Copyright © Adthena. All rights reserved.

In May 2025, Target’s impression share fluctuated, peaking mid-month. Amazon started strong but declined, while Walmart saw a steady drop. Nuggetcomfort and Groupon experienced growth, with Wayfair and Etsy maintaining stability. Buildabear and Lego showed varied trends, and eBay remained consistent.

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.

See more data
  1. 1
    Official Disney Store - DisneyStore.com https://www.disneystore.com

    Disney Store - Official Site for Disney Merchandise. Shop the Disney Collection Now! Disney Store...

  2. 2
    GaṃeStop https://www.gamestop.com

    Buy, Sell or Trade — Shop GaṃeStop, the world's largest retail gaming and trade-in destination for Xbox. Welcome to the world's largest retail gaming, trade-in and trading...

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

    Enjoy Your City For Less — 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 http://www.lego.com › gaming

    Recreate Your Favourite Scenes — Discover a new way to play with popular characters, favourite scenes, & creative builds. Explore the...

  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.

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, Disney Store enchants with its official merchandise allure, while GameStop captivates gamers with trade-in opportunities. Groupon entices with affordable city experiences, LEGO sparks creativity with iconic scenes, and Rakuten offers savings on gift cards.

Frequently Asked Questions

Customer Success Stories

Capital on Tap case study

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

Capital on Tap partnered with Adthena to streamline their paid search efforts, driving measurable improvements in efficiency, spend optimization, and brand protection.

The results showcase how strategic automation and search intelligence deliver real business impact.Read case study

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

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

Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study
Budget cuts case study

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

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

Get the full picture

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.

Related reports

UK
UK
US
US