How popular isToys R Us?
In September 2026, people searched for Toys R Us by name about 27,100 times in Australia, a 22.1% increase from the previous year. These searches made up 12.1% of all Australia toy shop searches, placing Toys R Us fourth out of five shops. When we asked both ChatGPT and Google AI Overviews about toy shops, Toys R Us did not appear in any of the answers.
Toys R Us is the fourth most searched of 5 competitors.
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Top toy shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Toys R Us did not appear in any of the three answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about toy shops
3 answers
Asked ChatGPT
“What's the best toy shop in Australia?”
Asked ChatGPT
“Where's the best place to buy toys in Australia?”
Asked ChatGPT
“Which toy store has the best range in Australia?”
Searched Google, AI Overview
“toy shops near me”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“toy shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Which toy shops compete with Toys R Us?
Share of searches by month for Toymate, Toyworld, Hobbyco, Toys R Us, Zing. The figures are in the table below the chart.
View monthly share of searches table
| Month | Toymate | Toyworld | Hobbyco | Toys R Us | Zing |
|---|---|---|---|---|---|
| Oct 2025 | 40.9% | 27.4% | 15% | 10% | 6.7% |
| Nov 2025 | 42.6% | 28.5% | 12.8% | 10.4% | 5.7% |
| Dec 2025 | 39.6% | 32.4% | 11.9% | 9.7% | 6.5% |
| Jan 2026 | 36.3% | 29.7% | 16.2% | 8.9% | 8.9% |
| Feb 2026 | 33.9% | 33.9% | 15.2% | 10.2% | 6.8% |
| Mar 2026 | 34.4% | 34.4% | 15.4% | 10.3% | 5.6% |
| Apr 2026 | 41.4% | 27.7% | 15.2% | 10.2% | 5.5% |
| May 2026 | 38.6% | 31.5% | 14.1% | 9.5% | 6.3% |
| Jun 2026 | 36.9% | 30.1% | 13.5% | 13.5% | 6% |
| Jul 2026 | 49.9% | 22.4% | 12.2% | 10% | 5.5% |
| Aug 2026 | 44.2% | 24.3% | 13.3% | 13.3% | 4.9% |
| Sep 2026 | 40.5% | 27.1% | 14.8% | 12.1% | 5.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.5% | 90.5K | -17.7% | -3.7 points | |
| 2, held 2nd | 27.1% | 60.5K | 0% | +2.8 points | |
| 3, held 3rd | 14.8% | 33.1K | 0% | +1.5 points | |
| 4, held 4th | 12.1% | 27.1K | -18.1% | -1.2 points | |
| 5, held 5th | 5.4% | 12.1K | 0% | +0.6 points |
1.
Toymate40.5%
Held 1st. 90.5K estimated branded searches, -17.7% vs prior month. Share -3.7 points.
2.
Toyworld27.1%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +2.8 points.
3.
Hobbyco14.8%
Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share +1.5 points.
12.1%
Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.2 points.
5.
Zing5.4%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share +0.6 points.
Compare popularity between Toys R Us and its closest rivals
Every comparison with Toys R Us
4 comparisons
How has branded search demand for Toys R Us changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Toys R Us in Australia rose from 22.2K to 27.1K.
- Across the 12 months ending September 2026, Toys R Us’ share of searches among toy shops in Australia increased from 10% to 12.1%.
- Across the 12 months ending September 2026, Toys R Us’ share of searches among toy shops in Australia peaked at 13.5% in June 2026 and was lowest at 8.9% in January 2026.
How did search popularity change for Australia toy shops in September 2026?
5 changes
In September 2026, Toyworld gained share of searches among toy shops in Australia, from 24.3% to 27.1%.
In September 2026, Hobbyco gained share of searches among toy shops in Australia, from 13.3% to 14.8%.
In September 2026, Zing gained share of searches among toy shops in Australia, from 4.9% to 5.4%.
In September 2026, Toymate lost share of searches among toy shops in Australia, from 44.2% to 40.5%.
In September 2026, Toys R Us lost share of searches among toy shops in Australia, from 13.3% to 12.1%.
How are Toys R Us’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Toys R Us’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
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