US 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 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
walmart.com	15.91
lego.com	14.41
amazon.com	12.18
target.com	8.53
buildabear.com	7.17
orientaltrading.com	3.3
disneystore.com	3.13
nuggetcomfort.com	2.91
groupon.com	2.68
pokemoncenter.com	1.72
others	28.06

In the toy and games PPC landscape, Walmart leads with 15.91% click share, followed by Lego at 14.41%. Amazon captures 12.18%, while ‘others’ collectively hold 28.06%.

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	lego.com	walmart.com	groupon.com	amazon.com	target.com	nuggetcomfort.com	stickermule.com	etsy.com	wayfair.com	orientaltrading.com
2025/04/01	11.54%	17.51%	4.36%	7.98%	9.98%	2.18%	0.54%	1.99%	2.08%	3.02%
2025/04/02	15.09%	16.92%	3.11%	10.17%	9.68%	2.06%	0.86%	1.66%	1.47%	2.42%
2025/04/03	13.96%	20.11%	1.76%	10.18%	8.15%	2.29%	0.94%	1.75%	1.27%	2.6%
2025/04/04	12.97%	16.35%	7.55%	10.06%	7.83%	1.15%	1.22%	1.52%	1.12%	2.69%
2025/04/05	11.69%	17.88%	1.99%	13.35%	9.23%	1.18%	0.87%	2.4%	1.34%	2.28%
2025/04/06	10.37%	16.51%	3.25%	13.04%	7.99%	0.4%	1.23%	2.08%	1.7%	3.75%
2025/04/07	9.72%	17.98%	3.46%	12.53%	8.3%	0.64%	1.32%	2.06%	1.86%	3.05%
2025/04/08	10.12%	15.57%	2.39%	13.62%	8.93%	1.56%	1.8%	1.87%	1.82%	1.73%
2025/04/09	10.09%	14.99%	2.16%	16.08%	8.51%	2.34%	1.84%	1.63%	1.94%	1.81%
2025/04/10	11.25%	16.83%	2.96%	17.3%	9.15%	0.5%	1.41%	1.74%	1.6%	1.49%
2025/04/11	6.77%	21.63%	2.52%	14.47%	8.51%	2.16%	1.36%	1.39%	1.8%	2.44%
2025/04/12	8.15%	21.24%	2.5%	15.76%	8.72%	1.61%	1.14%	1.65%	1.98%	2.09%
2025/04/13	5.78%	22.93%	2.01%	14.44%	9.33%	2.44%	0.91%	1.65%	1.93%	2.31%
2025/04/14	8.57%	19.74%	4.2%	13.36%	10.23%	2.2%	1.21%	1.62%	1.63%	1.68%
2025/04/15	6.73%	17.01%	5.34%	11.9%	10.62%	3.46%	1.44%	1.92%	1.97%	2.09%
2025/04/16	6.84%	16.83%	7.39%	11.31%	9.08%	2.08%	1.7%	2.07%	2.24%	2.52%
2025/04/17	5.31%	16.79%	3.03%	10.51%	14.54%	1.52%	2.08%	2.08%	1.77%	2.47%
2025/04/18	6.08%	13.02%	3.8%	10.44%	17.82%	0.55%	1.08%	2.33%	1.8%	2.12%
2025/04/19	5.6%	14%	6.94%	11.31%	12.49%	2.93%	1.66%	2.68%	2.21%	1.97%
2025/04/20	5.76%	15.31%	6.66%	12.68%	9.47%	2.33%	1.73%	2.39%	2.14%	2.86%
2025/04/21	6.12%	14.54%	9.61%	12.55%	10%	1.17%	1.27%	2.74%	2.13%	2.56%
2025/04/22	7.34%	13.47%	7.26%	14.26%	10.05%	2.36%	2.52%	2.26%	2.21%	2.88%
2025/04/23	8.19%	12.58%	6.67%	11.69%	10.79%	3.72%	1.88%	2.29%	1.77%	4.28%
2025/04/24	8.48%	14.47%	6.54%	12.08%	10.22%	1.22%	2.69%	2.13%	1.93%	4.82%
2025/04/25	12.37%	15.78%	10.27%	8.9%	5.55%	3.8%	2.89%	1.8%	1.67%	4.06%
2025/04/26	12.89%	17.64%	7.1%	10.79%	7.44%	3.14%	1.49%	2.22%	1.87%	2.36%
2025/04/27	14.01%	20.66%	3.8%	9.87%	7.09%	3.97%	1.94%	2.46%	2.3%	2.63%
2025/04/28	13.75%	12.03%	16.52%	9.99%	8.88%	1.51%	1.14%	2.05%	1.97%	3.35%
2025/04/29	18.27%	17.18%	4.8%	9.63%	8.28%	1.17%	1.87%	2.69%	1.55%	2.76%
2025/04/30	19.86%	16.86%	13.24%	6.86%	5.92%	2.5%	2.01%	1.92%	1.61%	1.01%

April saw dynamic shifts in PPC spend share. Lego.com surged late, peaking at 19.86%. Walmart.com maintained strong presence, while Groupon.com spiked mid-month. Amazon.com fluctuated, ending lower. Overall, diverse strategies marked the month.

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
2025/04/01	1956
2025/04/02	1957
2025/04/03	1876
2025/04/04	1924
2025/04/05	1952
2025/04/06	1922
2025/04/07	1892
2025/04/08	1920
2025/04/09	1861
2025/04/10	1903
2025/04/11	1829
2025/04/12	1891
2025/04/13	1915
2025/04/14	1908
2025/04/15	1926
2025/04/16	1882
2025/04/17	1961
2025/04/18	2007
2025/04/19	1992
2025/04/20	1852
2025/04/21	1948
2025/04/22	1890
2025/04/23	1884
2025/04/24	1883
2025/04/25	1800
2025/04/26	1858
2025/04/27	1892
2025/04/28	1888
2025/04/29	1874
2025/04/30	1808

April saw fluctuating advertiser numbers, peaking at 2,007 on April 18. The month concluded with a decline, ending at 1,808.

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
groupon.com	2.47%
buildabear.com	1.96%
lego.com	1.91%
nuggetcomfort.com	0.87%
orientaltrading.com	0.62%
fivebelow.com	-0.29%
gamestop.com	-0.76%
temu.com	-1.28%
amazon.com	-3.12%
walmart.com	-3.44%

Groupon.com leads with a 2.47% click share rise, while Walmart.com drops by 3.44%. Buildabear.com and Lego.com also see gains, contrasting Amazon.com’s 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.

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Date	walmart.com	lego.com	amazon.com	target.com	etsy.com	nuggetcomfort.com	wayfair.com	buildabear.com	orientaltrading.com	temu.com
2025/04/01	24.46%	6.42%	9.24%	13.05%	2.39%	1.66%	2.23%	1.72%	1.7%	4.61%
2025/04/02	23.88%	8.14%	11.61%	12.62%	2.05%	1.56%	1.58%	1.17%	1.57%	4.37%
2025/04/03	27.54%	6.96%	12%	10.53%	2.15%	1.54%	1.43%	1.5%	1.31%	4.43%
2025/04/04	24.5%	7.82%	12.45%	10.68%	1.97%	0.82%	1.38%	1.2%	1.5%	5.24%
2025/04/05	24.87%	5.77%	14.47%	11.68%	2.69%	0.88%	1.44%	0.77%	1.53%	5.99%
2025/04/06	23.56%	6.16%	15.33%	10.4%	2.43%	0.29%	1.78%	2.16%	2.12%	5.04%
2025/04/07	25.48%	5.44%	13.88%	11.02%	2.37%	0.42%	1.94%	1.65%	1.69%	4.45%
2025/04/08	21.93%	4.84%	15.55%	11.37%	2.1%	1.06%	1.94%	2.74%	1.07%	3.85%
2025/04/09	21.73%	4.63%	19.11%	10.86%	1.91%	1.78%	2.04%	2.38%	1.06%	1.25%
2025/04/10	24.07%	5.25%	19.81%	11.35%	1.99%	0.38%	1.78%	3.33%	0.92%	0.71%
2025/04/11	29.81%	3.24%	16.63%	10.59%	1.62%	1.64%	1.81%	2.45%	1.29%	0.34%
2025/04/12	29.21%	3.89%	17.71%	10.64%	1.98%	1.17%	2.02%	1.33%	1.28%	0%
2025/04/13	30.03%	2.76%	16.58%	11.55%	1.92%	1.76%	1.94%	3.11%	1.11%	0%
2025/04/14	26.34%	4.21%	15.83%	13.31%	1.91%	1.61%	1.79%	3.01%	1.21%	0%
2025/04/15	25.16%	3.53%	13.74%	13.57%	2.24%	2.34%	2.17%	1.82%	1.4%	0%
2025/04/16	25.29%	3.4%	13.75%	11.77%	2.56%	1.54%	2.58%	1.93%	1.58%	0%
2025/04/17	22.2%	3.05%	11.9%	18.12%	2.28%	1.15%	2.03%	3.13%	1.11%	0%
2025/04/18	17.91%	3.28%	12.02%	22.03%	2.58%	0.4%	1.87%	3.83%	0.92%	0%
2025/04/19	19.7%	2.79%	13.5%	16.72%	3%	2.13%	2.43%	4.42%	1.12%	0%
2025/04/20	21.75%	2.48%	15.16%	12.65%	2.98%	1.71%	2.33%	5.66%	1.6%	0%
2025/04/21	20.16%	3.6%	15.65%	13.86%	3.51%	0.91%	2.46%	3.64%	1.46%	0%
2025/04/22	20.36%	3.26%	17.33%	14.19%	2.96%	1.84%	2.57%	1.62%	2.11%	0%
2025/04/23	19%	4.04%	14.69%	14.47%	2.82%	2.97%	2.23%	3.4%	2.58%	0%
2025/04/24	22.25%	5.08%	15.51%	13.6%	2.57%	0.95%	2.2%	2.36%	3%	0%
2025/04/25	24.44%	8.62%	12.05%	8.16%	2.47%	3.12%	2.16%	4.18%	2.6%	0%
2025/04/26	26.53%	7.74%	13.37%	10.64%	2.8%	2.58%	2.25%	1.83%	1.56%	0%
2025/04/27	28.4%	8.72%	11.88%	9.85%	2.91%	3.13%	2.62%	2.47%	1.24%	0%
2025/04/28	20%	9.43%	14.17%	13.52%	2.75%	1.31%	2.7%	1.81%	2.26%	0%
2025/04/29	25.67%	9.98%	12.55%	12.17%	3.41%	0.99%	1.92%	1.86%	1.76%	0%
2025/04/30	26.77%	13%	9.63%	9.3%	2.53%	2.35%	2.3%	1.78%	0.88%	0%

Walmart’s impression share fluctuated, peaking mid-month. Lego’s share rose steadily, ending strong. Amazon’s share declined after mid-month. Target saw a mid-month spike. April concluded with Walmart leading, followed by Amazon and Lego.

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
DisneyStore.com https://www.disneystore.com
Official Disney Store — Disney Store - Official Site for Disney Merchandise. Shop the Disney Collection Now! Disney Store...
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...
3
Groupon® Official Site https://www.groupon.com › grablife
Local, Fun and Affordable — 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
The Official LEGO® Shop https://www.lego.com
Powered by Imagination — Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com! Explore...
5
Ninja SLUSHi 3-in-1 72 oz Professional Frozen Drink Maker https://www.walmart.com
Free 2-day Shipping On Millions of Items. No Membership Fee. Shop Now!

In the world of Google PPC, DisneyStore.com enchants with official merchandise, while GameStop invites gamers to buy, sell, or trade. Groupon offers local, affordable experiences, and LEGO sparks imagination with new releases. Walmart tempts with free shipping on countless items.

Frequently Asked Questions

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

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Data within the US Retail Toys and Games April 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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The US Retail Toys and Games April 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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US Retail Toys and Games - PPC Market Share Analysis April 2025

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

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

Competitor Count for US Retail Toys and Games

Market Loss & Market Gains for US Retail Toys and Games

US Retail Toys and Games Share of Impressions

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

Frequently Asked Questions

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

Why is the US Retail Toys and Games April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Retail Toys and Games April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Retail Toys and Games April 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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