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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

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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%

Copyright © Adthena. All rights reserved.

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

Copyright © Adthena. All rights reserved.

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%

Copyright © Adthena. All rights reserved.

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%

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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. 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. 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. 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. 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. 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!

Copyright © Adthena. All rights reserved.

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.

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