US Retail Toys and Games - PPC Market Share Analysis February 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
amazon.com	22.61
walmart.com	12.93
lego.com	7.34
target.com	7.01
buildabear.com	6.05
nuggetcomfort.com	2.34
temu.com	2.13
dominos.com	1.69
groupon.com	1.67
disneystore.com	1.54
others	34.69

Amazon leads with 22.61% click share, followed by Walmart at 12.93%. Others dominate with 34.69%, overshadowing major players like Target and Lego.

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	walmart.com	lego.com	target.com	temu.com	dominos.com	nuggetcomfort.com	wayfair.com	etsy.com	groupon.com
2025/02/01	17.55%	12.6%	4.18%	11.07%	3.27%	1.05%	1.82%	0.88%	1.44%	0.47%
2025/02/02	19.89%	14.9%	5.24%	6.68%	3.4%	0.97%	2.03%	0.87%	1.28%	0.64%
2025/02/03	19.13%	13.76%	5.21%	6.03%	3.05%	0.87%	2.11%	1.15%	1.43%	0.45%
2025/02/04	16.18%	16.23%	6.33%	6.1%	2.8%	1.14%	1.91%	0.87%	1.33%	0.74%
2025/02/05	18.74%	13.76%	5.63%	6.72%	1.12%	1.33%	2.15%	0.92%	1.53%	0.51%
2025/02/06	21.28%	12.13%	4.77%	7.54%	0.45%	0.33%	2.39%	1.04%	1.43%	0.52%
2025/02/07	20.12%	10.26%	5.31%	7.34%	0%	1.09%	2.06%	1%	1.84%	0.65%
2025/02/08	19.59%	12.28%	5.27%	9.3%	2.22%	1.47%	2.3%	1.04%	1.55%	0.65%
2025/02/09	21.2%	9.95%	6.75%	8.54%	2.61%	0.7%	1.48%	0.85%	1.35%	3.39%
2025/02/10	18.22%	10.67%	5.68%	6.96%	2.4%	0.75%	2.21%	1.25%	1.49%	6.36%
2025/02/11	18.25%	11%	5.78%	7.39%	2.26%	1.45%	2.22%	1.28%	1.57%	0.87%
2025/02/12	18.78%	11.96%	5.28%	6.19%	1.79%	0.88%	2.35%	1.08%	1.3%	2.54%
2025/02/13	14.53%	12.27%	4.42%	5.31%	2.3%	0.62%	2.65%	1.35%	1.21%	8.77%
2025/02/14	17.11%	13.61%	3.95%	6.04%	2.08%	1.18%	2.26%	1.33%	1.17%	4.09%
2025/02/15	15.81%	13.42%	3.86%	6.33%	3.03%	1.11%	2.89%	1.42%	1.38%	4.6%
2025/02/16	20.78%	12.71%	3.19%	6.19%	3.82%	1.26%	1.6%	1.59%	1.45%	2.36%
2025/02/17	21.4%	12.39%	4.52%	6.67%	3.14%	0.73%	0.62%	1.57%	1.21%	2.68%
2025/02/18	24.59%	10.44%	5.01%	6.03%	2.8%	0.97%	0.03%	1.33%	1.38%	0.71%
2025/02/19	22.31%	10.57%	5.33%	5.57%	2.73%	0.94%	0.05%	1.48%	1.41%	2.53%
2025/02/20	22.32%	11.84%	5.91%	5.66%	2.75%	0.91%	0.02%	1.05%	1.44%	0.96%
2025/02/21	20.88%	10.95%	6.82%	5.44%	2.28%	1.61%	0.03%	1.03%	1.25%	6.53%
2025/02/22	20.81%	11.45%	4.63%	5.91%	3.24%	1.04%	0.51%	1.07%	1.59%	5.87%
2025/02/23	24.46%	10.7%	4.62%	6.06%	3.5%	1.54%	0.24%	1.28%	1.49%	2.72%
2025/02/24	25.9%	9.65%	5.42%	5.14%	2.79%	1.01%	0.17%	1.3%	1.68%	3.84%
2025/02/25	21.91%	11.55%	6.47%	5.06%	2.7%	0.53%	0.67%	1.3%	1.33%	2.79%
2025/02/26	22.46%	9.24%	5.87%	5.65%	2.71%	1.37%	0.55%	1.69%	1.33%	0.93%
2025/02/27	22.05%	9.91%	9.47%	5.84%	2.83%	1.35%	0.74%	1.63%	1.19%	0.57%
2025/02/28	22.75%	8.78%	8.75%	5.4%	2.85%	2.53%	1.95%	1.86%	1.1%	0.49%

Amazon’s PPC spend surged mid-February, peaking at 25.9%. Walmart’s share dwindled, ending at 8.78%. Lego saw a late spike, reaching 9.47%. Target’s spend remained steady, closing at 5.4%.

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
2025/02/01	4681
2025/02/02	4432
2025/02/03	4576
2025/02/04	4408
2025/02/05	4615
2025/02/06	4836
2025/02/07	4578
2025/02/08	4288
2025/02/09	4256
2025/02/10	4523
2025/02/11	4385
2025/02/12	4517
2025/02/13	4294
2025/02/14	4664
2025/02/15	4100
2025/02/16	4299
2025/02/17	4323
2025/02/18	4197
2025/02/19	4563
2025/02/20	4654
2025/02/21	4230
2025/02/22	4562
2025/02/23	4306
2025/02/24	4441
2025/02/25	4522
2025/02/26	4623
2025/02/27	4159
2025/02/28	4168

February saw fluctuating advertiser numbers, peaking at 4,836 on the 6th, then declining to 4,168 by month’s end.

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
amazon.com	4.16%
temu.com	0.72%
groupon.com	0.45%
dominos.com	0.36%
nintendo.com	0.26%
vermontteddybear.com	-0.52%
walmart.com	-1.31%
target.com	-1.39%
buildabear.com	-1.64%
nuggetcomfort.com	-2.32%

Amazon.com surged with a 4.16% click share increase, while nuggetcomfort.com faced a 2.32% decline. Temu.com and Groupon.com also saw positive 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	amazon.com	walmart.com	target.com	lego.com	temu.com	buildabear.com	petco.com	wayfair.com	etsy.com	kohls.com
2025/02/01	18.79%	16.61%	13.08%	2.21%	4.06%	1.34%	1.21%	0.9%	1.42%	1.56%
2025/02/02	22.03%	19.07%	8.43%	2.75%	4.3%	2.34%	0.54%	0.98%	1.2%	1.15%
2025/02/03	21.12%	18.52%	7.95%	2.8%	3.87%	2.26%	1.09%	1.23%	1.51%	0.92%
2025/02/04	17.68%	22.73%	7.74%	2.62%	3.78%	3.45%	0.88%	0.95%	1.37%	0.69%
2025/02/05	20.96%	18.61%	8.65%	2.63%	1.59%	3.6%	1.6%	0.98%	1.54%	0.62%
2025/02/06	22.81%	16.6%	9.22%	2.54%	0.61%	3.7%	1.38%	1.13%	1.49%	0.74%
2025/02/07	23.59%	14.04%	9.55%	2.75%	0.01%	1.91%	1.64%	1.09%	1.97%	1.3%
2025/02/08	21.98%	16.39%	11.83%	2.57%	2.75%	1.73%	1.3%	1.11%	1.61%	1.61%
2025/02/09	23.51%	13.66%	11.39%	3.05%	3.29%	1.53%	1.35%	0.96%	1.46%	1.78%
2025/02/10	21.72%	15.37%	9.37%	3.35%	3.16%	1.66%	0.93%	1.43%	1.62%	1.53%
2025/02/11	20.72%	15.37%	9.68%	3.05%	3.04%	1.53%	0.69%	1.36%	1.61%	1.66%
2025/02/12	22.38%	16.99%	8.04%	2.9%	2.42%	1.67%	1.32%	1.15%	1.35%	1.17%
2025/02/13	18.4%	18.31%	7.35%	2.06%	3.21%	2.79%	1.64%	1.54%	1.37%	1.23%
2025/02/14	19.44%	19.31%	7.38%	1.8%	2.87%	1.49%	1.55%	1.48%	1.27%	1.37%
2025/02/15	17.71%	18.41%	7.91%	1.71%	3.89%	2.76%	1.08%	1.57%	1.51%	1.9%
2025/02/16	23.58%	16.79%	7.93%	1.5%	4.96%	1.39%	1.36%	1.77%	1.56%	1.66%
2025/02/17	24.2%	16.62%	8.56%	2.03%	4.1%	0.93%	1%	1.71%	1.35%	2%
2025/02/18	27.02%	14.76%	8.05%	2.34%	3.59%	1.11%	1.62%	1.52%	1.44%	1.39%
2025/02/19	26.22%	14.97%	7.32%	2.33%	3.61%	1.33%	2.23%	1.73%	1.53%	0.91%
2025/02/20	24.81%	16.06%	7.04%	3.25%	3.61%	0.86%	1.53%	1.16%	1.55%	0.85%
2025/02/21	25.26%	16.18%	7.36%	3.04%	3.16%	1.19%	1.81%	1.17%	1.49%	1%
2025/02/22	24.07%	15.81%	7.76%	2.4%	4.29%	1.68%	1.92%	1.23%	1.79%	0.88%
2025/02/23	27.95%	15.03%	8.24%	2.42%	4.73%	0.86%	0.67%	1.49%	1.65%	0.76%
2025/02/24	30.02%	14.17%	6.94%	2.37%	3.87%	1.45%	0.26%	1.49%	1.89%	0.84%
2025/02/25	25.59%	16.06%	6.89%	2.69%	3.76%	1.74%	1.15%	1.45%	1.48%	1.2%
2025/02/26	25.43%	12.41%	7.49%	2.7%	3.62%	2.69%	1.42%	1.82%	1.4%	0.64%
2025/02/27	25.85%	13.57%	7.98%	4.36%	3.88%	1.46%	1.89%	1.85%	1.35%	0.8%
2025/02/28	25.59%	12.11%	7.39%	3.97%	3.86%	3.68%	2.22%	2%	1.24%	0.66%

Amazon’s impression share surged in February, peaking at 30.02% on the 24th. Walmart’s share declined, ending at 12.11%. Target fluctuated, closing at 7.39%. Lego saw a late rise, reaching 4.36% on the 27th. Temu’s share varied, finishing at 3.86%. Build-A-Bear and Petco showed inconsistent trends, while Wayfair and Etsy maintained steady growth. Kohl’s share decreased, ending at 0.66%.

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
Order Online https://www.dominos.com
Domino’s® Pizza — Pizza, Breads & Dips, Wings, Pastas, Desserts, and More. Get All Your Favorites Delivered. Domino’s®...
2
Gamestop Official Site https://www.gamestop.com
Buy, Sell, & Trade Games — Shop for the latest VR headsets, video games, and virtual reality games at GameStop. Discover 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. Types: Beauty & Spa, Food & Drink, Travel.
4
Shop The Latest LEGO® Sets 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 the world of LEGO® sets one brick at a time. Shop your favorites today!
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, five advertisers shine with compelling narratives. Domino’s tempts with a feast of favorites, while GameStop invites gamers to explore new realms. Groupon offers affordable adventures, and LEGO sparks creativity with imaginative sets. Walmart promises convenience with swift shipping, all weaving a tapestry of enticing offers.

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US Retail Toys and Games - PPC Market Share Analysis February 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 are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

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

Ask Arlo: AI generated search insights in seconds

Get the full picture

See this data specific to your brand performance