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US Retail Toys and Games - PPC Market Share Analysis March 2026

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.

Toys and Games – US

Google AI Overview visibility for Retail Toys and Games US

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 8.50287430325
91.4971256968
8%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 25
75
25%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 8%
Navigational 1%
Seasonal 8%
Local 2%
Problem Solving 3%

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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
Share of Clicks - Last month
Domain Share of clicks
lego.com 16.91
target.com 9.55
walmart.com 7.57
nuggetcomfort.com 6.69
disneystore.com 6.08
groupon.com 4.39
buildabear.com 3.37
amazon.com 2.92
orientaltrading.com 2.63
etsy.com 2.16
others 37.73
  • lego.com - 16.91%
  • target.com - 9.55%
  • walmart.com - 7.57%
  • nuggetcomfort.com - 6.69%
  • disneystore.com - 6.08%
  • groupon.com - 4.39%
  • buildabear.com - 3.37%
  • amazon.com - 2.92%
  • orientaltrading.com - 2.63%
  • etsy.com - 2.16%
  • others - 37.73%

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Lego.com leads with 16.91% click share, followed by Target.com at 9.55%. Others collectively hold 37.73%, showcasing 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
Share of Spend - Last Month
Date lego.com target.com nuggetcomfort.com groupon.com walmart.com disneystore.com amazon.com orientaltrading.com etsy.com temu.com
2026/03/01 14.51% 7.21% 10.12% 5.17% 8.02% 2.57% 2.33% 2.41% 2.62% 4.47%
2026/03/02 13.71% 7.49% 11.66% 5.37% 10.83% 2.38% 1.71% 2% 2.49% 4.87%
2026/03/03 18.04% 6.91% 8.46% 4.4% 9.09% 2.48% 1.82% 1.58% 2.83% 3.51%
2026/03/04 16.91% 8.27% 9.28% 4.55% 10.69% 1.55% 1.91% 1.75% 2.38% 3.89%
2026/03/05 17.25% 7.56% 7.61% 4.16% 8.29% 2.37% 1.88% 1.88% 3.35% 4.13%
2026/03/06 24.18% 6.64% 9.57% 5.42% 4.93% 3.16% 2.88% 2.14% 2.61% 1.26%
2026/03/07 33.02% 3.23% 6.66% 8.78% 3.02% 3.92% 4.15% 2.18% 1.36% 0.97%
2026/03/08 27.3% 5.6% 3.4% 8.93% 5.67% 4.19% 3.22% 2.25% 2.27% 1.57%
2026/03/09 26.81% 5.69% 4.11% 7.81% 5.99% 3.71% 3.85% 2.3% 2% 1.07%
2026/03/10 30.86% 4.8% 7.19% 7.56% 3.56% 2.95% 2.79% 2.66% 1.24% 1.1%
2026/03/11 28.9% 5.02% 4.88% 7.74% 3.39% 3.54% 2.66% 2.72% 1.4% 1.28%
2026/03/12 26.7% 6.03% 8.75% 7.32% 3.42% 2.79% 3.02% 2.62% 1.46% 0.88%
2026/03/13 23.5% 5.83% 7.37% 7.16% 5.04% 3.77% 2.48% 2.96% 1.61% 1.97%
2026/03/14 17.41% 6.19% 9.08% 6.4% 4.25% 3.37% 3.27% 3.51% 2.48% 1.83%
2026/03/15 17.32% 8.89% 6.05% 7.6% 4.91% 2.38% 4.12% 2.61% 3.21% 2.14%
2026/03/16 18.12% 8.73% 13.19% 5.97% 4.51% 1.08% 2.43% 2.47% 2.21% 1.2%
2026/03/17 14.18% 12.33% 5.59% 3.82% 8.66% 1.71% 1.46% 1.18% 2.52% 2.91%
2026/03/18 20.25% 9.86% 6.88% 7.35% 5.17% 1.86% 2.35% 2.93% 2.82% 1.42%
2026/03/19 21.06% 9.15% 11.22% 6.11% 3.72% 2.03% 1.6% 2.09% 1.97% 0.97%
2026/03/20 23.5% 7.34% 7.02% 5.63% 5.25% 3.62% 2.17% 1.73% 1.7% 0.76%
2026/03/21 25.44% 6.81% 7.13% 6.55% 4.17% 2.98% 2.63% 2.58% 1.87% 0.75%
2026/03/22 25.57% 5.69% 8.37% 7.92% 2.13% 3.68% 3.2% 1.97% 2.45% 0.8%
2026/03/23 22.51% 9.03% 5.74% 5.37% 6.68% 1.95% 2.47% 1.84% 2.33% 1.33%
2026/03/24 22.44% 7.7% 10.91% 7.17% 5% 2.35% 3.07% 2.34% 1.8% 0.82%
2026/03/25 24.28% 9.26% 6.69% 5.95% 6.52% 3.26% 1.92% 2.01% 1.67% 1.46%
2026/03/26 23.45% 9.89% 8.1% 5.02% 6.44% 3.59% 1.74% 2.42% 1.68% 0.87%
2026/03/27 22.76% 9.15% 7.02% 5.57% 8.46% 2.22% 2.51% 1.98% 1.53% 1.03%
2026/03/28 24.77% 7.74% 11.36% 6.97% 6.15% 2.34% 2.97% 2.87% 1.63% 0.9%
2026/03/29 19.44% 7.5% 15.16% 6.81% 6.15% 2.26% 4.33% 2.09% 2.06% 0.74%
2026/03/30 26.72% 9.9% 6.01% 6.85% 5.46% 2.76% 2.64% 2.34% 1.99% 1.34%
2026/03/31 20.35% 9.32% 5.98% 4.88% 4.88% 3.27% 2.49% 2.33% 2.02% 1.29%
  • lego.com
  • target.com
  • nuggetcomfort.com
  • groupon.com
  • walmart.com
  • disneystore.com
  • amazon.com
  • orientaltrading.com
  • etsy.com
  • temu.com

Copyright © Adthena. All rights reserved.

Lego.com dominated March with a peak spend share of 33.02% on March 7. Target.com saw a notable rise mid-month, reaching 12.33% on March 17. By month’s end, Lego.com maintained a strong lead.

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
Competitor Count - Last month
Date Competitor Count
2026/03/01 1178
2026/03/02 1208
2026/03/03 1239
2026/03/04 1262
2026/03/05 1253
2026/03/06 1045
2026/03/07 865
2026/03/08 885
2026/03/09 960
2026/03/10 915
2026/03/11 877
2026/03/12 878
2026/03/13 834
2026/03/14 929
2026/03/15 969
2026/03/16 999
2026/03/17 1396
2026/03/18 1108
2026/03/19 1035
2026/03/20 1039
2026/03/21 919
2026/03/22 984
2026/03/23 1062
2026/03/24 1005
2026/03/25 1024
2026/03/26 986
2026/03/27 1010
2026/03/28 960
2026/03/29 951
2026/03/30 967
2026/03/31 1016

Copyright © Adthena. All rights reserved.

March began with 1,178 advertisers, peaking at 1,396 mid-month. A dip followed, ending with 1,016 advertisers.

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
Market Loss & Market Gains - Last month
Name Market Trend
target.com 1.52%
lego.com 1.19%
nuggetcomfort.com 1.15%
funko.com 0.61%
pokemoncenter.com 0.25%
amazon.com -0.34%
americangirl.com -0.36%
wayfair.com -0.37%
nintendo.com -0.7%
temu.com -1.26%

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Target.com leads with a 1.52% click share increase, while Temu.com drops by 1.26%. Lego.com and Nuggetcomfort.com also rise, contrasting declines from Nintendo.com and Wayfair.com.

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 walmart.com lego.com nuggetcomfort.com amazon.com etsy.com disneystore.com temu.com ebay.com wayfair.com
2026/03/01 13.09% 13.82% 5.24% 4.55% 2.79% 3.63% 1.49% 7.04% 3.71% 5.47%
2026/03/02 13.88% 19.24% 4.93% 5.19% 2.02% 3.36% 1.61% 8.04% 2.88% 3.19%
2026/03/03 12.94% 15.91% 6.53% 4.2% 2.5% 4.75% 1.8% 6.37% 2.89% 4.18%
2026/03/04 16.41% 16.8% 5.84% 4.03% 2.19% 3.76% 1.2% 6.83% 3.3% 3.69%
2026/03/05 13.25% 14.32% 6.45% 3.55% 2.43% 5.12% 1.5% 7.03% 3.04% 5.25%
2026/03/06 14.22% 10.77% 11.56% 6.13% 4.7% 4.12% 2.47% 3.02% 2.06% 3.05%
2026/03/07 7.92% 6.36% 17.52% 5.35% 7.98% 2.68% 4.35% 2.64% 2.05% 1.26%
2026/03/08 13.78% 12.28% 13.49% 2.21% 5.22% 3.71% 3.15% 3.43% 2.35% 1.44%
2026/03/09 11.31% 11.6% 13.25% 3.09% 5.74% 3.63% 3.69% 2.33% 1.45% 1.54%
2026/03/10 11.1% 8.83% 16.46% 4.95% 5.77% 2.34% 3.77% 2.78% 1.21% 1.44%
2026/03/11 11.04% 7.71% 14.36% 3.26% 4.74% 2.64% 3.36% 3.16% 1.87% 1.39%
2026/03/12 14.19% 7.61% 12.62% 5.57% 5.24% 2.31% 3.46% 2.21% 1.65% 1.12%
2026/03/13 12.93% 11.02% 10.66% 4.71% 4.31% 3.14% 3.65% 4.31% 2.19% 1.3%
2026/03/14 13.05% 8.48% 8.13% 5.59% 5.45% 3.91% 2.98% 4.11% 1.7% 1.4%
2026/03/15 18.4% 9.21% 8.02% 3.41% 5.62% 4.51% 2.33% 4.01% 1.87% 1.66%
2026/03/16 16.53% 8.51% 7.66% 7.58% 4.01% 3.43% 1.5% 2.47% 1.45% 1.43%
2026/03/17 20.31% 14.21% 4.85% 2.27% 1.71% 3.71% 1% 4.5% 2.9% 3.26%
2026/03/18 19.26% 9.27% 8.89% 3.83% 3.51% 5.09% 1.95% 2.79% 1.99% 2.55%
2026/03/19 18.72% 7.27% 9.08% 6.52% 2.44% 3.22% 1.93% 1.98% 1.62% 2.7%
2026/03/20 14.37% 9.16% 10.6% 4.37% 3.07% 2.89% 3.2% 1.62% 2.71% 3.27%
2026/03/21 14.19% 7.3% 12.56% 4.57% 4.45% 3.17% 2.8% 1.72% 2.04% 1.77%
2026/03/22 13.14% 5.33% 12.48% 6.23% 5.78% 4.44% 2.84% 1.85% 1.48% 2.4%
2026/03/23 17.38% 14.15% 8.98% 3.28% 3.26% 3.68% 1.74% 2.57% 2.11% 2.95%
2026/03/24 16.12% 11.14% 10.16% 7% 4.9% 3.19% 2.4% 1.95% 2.6% 1.78%
2026/03/25 18.28% 13.83% 10% 3.96% 3% 2.67% 2.64% 2.91% 2.16% 1.82%
2026/03/26 20.73% 13.64% 9.07% 4.35% 2.33% 2.92% 3.06% 1.84% 1.94% 1.32%
2026/03/27 19.63% 18.52% 9.15% 3.85% 3.52% 2.43% 2.15% 1.79% 1.92% 1.52%
2026/03/28 17.32% 14.78% 10.32% 6.88% 3.95% 3.13% 2.32% 1.84% 1.54% 1.6%
2026/03/29 18.11% 13.88% 8.63% 8.7% 4.76% 3.74% 2.16% 1.75% 2.17% 1.62%
2026/03/30 20.31% 11.88% 10.71% 3.81% 3.56% 3.12% 2.52% 2.62% 1.71% 1.29%
2026/03/31 18.41% 10.72% 8.61% 3.82% 3.45% 3.31% 3.08% 2.8% 1.78% 1.56%
  • target.com
  • walmart.com
  • lego.com
  • nuggetcomfort.com
  • amazon.com
  • etsy.com
  • disneystore.com
  • temu.com
  • ebay.com
  • wayfair.com

Copyright © Adthena. All rights reserved.

March saw Target.com leading with a peak of 20.73% on the 26th. Walmart.com fluctuated, ending at 10.72%. Lego.com had a mid-month dip but recovered to 8.61%. Amazon.com remained steady, closing at 3.45%.

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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Google Text Ad Copy Insights & Creative Trends for US Retail Toys and Games - Last month
  1. 1
    The Disney Store Online https://www.disneystore.com

    Official Disney Store — Disney Store - Official Site for Disney Merchandise. Shop the Disney Collection Now! The Magic of...

  2. 2
    The Official LEGO® Shop - The Largest LEGO® Selection https://www.lego.com › lego › sets

    Buy our sets and discover your favorite themes! Find something for all ages. Shop awesome...

  3. 3
    Pokémon Center: Shop Pokémon Products https://www.pokemoncenter.com

    Pokémon Center is the official site for Pokémon shopping, featuring original items such as plush, clothing, figures, Pokémon TCG trading cards, and more

  4. 4
    Lego On Sale This Week at Target™ https://www.target.com

    Order Online And Get It Today — Get Lego On Sale This Week today with Drive Up, Pick Up or Same Day Delivery. From your grocery...

  5. 5
    Platform Trucks & Dollies | In Stock – Ships Today https://www.uline.com › dollies-&-carts

    Hardwood, plastic and steel dollies to move cabinets, pallets, drums and bulk containers. Plus, trash can dollies, tote dollies, lever dollies, leg dollies and hand trucks.

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, Disney Store enchants with its magical merchandise, while LEGO captivates with its vast selection. Pokémon Center offers unique collectibles, Target tempts with LEGO sales, and Uline provides practical solutions for moving needs.

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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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