Toy shops in Australia:Which are most popular?

Name: Toy shops in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Toymate was the most searched toy shop in Australia, accounting for 40.5% of all searches among the five shops we track. When we checked with ChatGPT and Google AI Overviews, Toyworld showed up in every answer.

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Top toy shops in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Toyworld appeared every time. Hobbyco, which ranked third in searches, was not mentioned at all.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Toyworld	Named in 3 of 3 ChatGPT answers	3 of 3
Toymate	Named in 1 of 3 ChatGPT answers	1 of 3
Hobbyco	Named in 0 of 3 ChatGPT answers	0 of 3
Toys R Us	Named in 0 of 3 ChatGPT answers	0 of 3
Zing	Named in 0 of 3 ChatGPT answers	0 of 3

Toyworld3 of 3Named in 3 of 3 ChatGPT answers
Toymate1 of 3Named in 1 of 3 ChatGPT answers
Hobbyco0 of 3Named in 0 of 3 ChatGPT answers
Toys R Us0 of 3Named in 0 of 3 ChatGPT answers
Zing0 of 3Named in 0 of 3 ChatGPT answers

See every answer about toy shops

3 answers

Asked ChatGPT
“What's the best toy shop in Australia?”
1. 1Toyworld
Asked ChatGPT
“Where's the best place to buy toys in Australia?”
1. 1Toymate
2. 2Toyworld
Asked ChatGPT
“Which toy store has the best range in Australia?”
1. 1Toyworld
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.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which toy shops do people search for most?

This chart shows how often people search Google for each toy shop by name. Each line represents a brand's share of searches for all five toy shops we track, month by month, from searches in Australia.

Share of searches among toy shops in Australia, by month

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	Toymate	40.5%	90.5K	-17.7%	-3.7 points
2, held 2nd	Toyworld	27.1%	60.5K	0%	+2.8 points
3, held 3rd	Hobbyco	14.8%	33.1K	0%	+1.5 points
4, held 4th	Toys R Us	12.1%	27.1K	-18.1%	-1.2 points
5, held 5th	Zing	5.4%	12.1K	0%	+0.6 points

1.Toymate
40.5%
Held 1st. 90.5K estimated branded searches, -17.7% vs prior month. Share -3.7 points.
2.Toyworld
27.1%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +2.8 points.
3.Hobbyco
14.8%
Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share +1.5 points.
4.Toys R Us
12.1%
Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.2 points.
5.Zing
5.4%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

Which brand is most popular in search among toy shops in Australia?

5 brands

In September 2026, Toymate was the most searched among toy shops in Australia, with an estimated 90.5K branded searches, 40.5% of all searches for the five we track. Toyworld is in 2nd place, 13.4 percentage points behind at 27.1%.

Australia toy shops, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Toymate	40.9% → 40.5%	49.9%Jul 2026	33.9%Feb 2026	1st
Toyworld	27.4% → 27.1%	34.4%Mar 2026	22.4%Jul 2026	2nd
Hobbyco	15% → 14.8%	16.2%Jan 2026	11.9%Dec 2025	3rd
Toys R Us	10% → 12.1%	13.5%Jun 2026	8.9%Jan 2026	4th
Zing	6.7% → 5.4%	8.9%Jan 2026	4.9%Aug 2026	5th

Each finding as a sentence

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, Zing’s share of searches among toy shops in Australia decreased from 6.7% to 5.4%.
Across the 12 months ending September 2026, Toymate’s share of searches among toy shops in Australia peaked at 49.9% in July 2026 and was lowest at 33.9% in February 2026.
Across the 12 months ending September 2026, Toyworld’s share of searches among toy shops in Australia peaked at 34.4% in March 2026 and was lowest at 22.4% in July 2026.
Across the 12 months ending September 2026, Hobbyco’s share of searches among toy shops in Australia peaked at 16.2% in January 2026 and was lowest at 11.9% in December 2025.
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.
Across the 12 months ending September 2026, Zing’s share of searches among toy shops in Australia peaked at 8.9% in January 2026 and was lowest at 4.9% in August 2026.
Across the 12 months ending September 2026, Toymate, Toyworld and Hobbyco held steady: their share of searches among toy shops in Australia each moved less than 0.5 percentage points.

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 branded searches counted for toy shops?

5 search terms

Each brand's share of searches among toy shops comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.