---
title: "Toy shops in Australia: Which are searched most?"
description: "Compare the toy shop chains people in Australia buy toys and games from. Share of Search among Toymate, Toyworld, Hobbyco, Toys R Us and Zing, the toy shops Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-toy-shops"
publisher: "Brandwave"
---

# Toy shops in Australia: Which are searched most?

Compare the toy shop chains people in Australia buy toys and games from. Share of Search among Toymate, Toyworld, Hobbyco, Toys R Us and Zing, the toy shops Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Toy shops
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Toymate, 40.5%

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

- 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%.
- 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.

## 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.

Too few answers listed options to rank the brands, so only mentions are counted.

| Brand | ChatGPT answers that named it | All answers that named it |
| --- | --- | --- |
| Toymate | 1 of 3 | 1 of 3 |
| Toyworld | 3 of 3 | 3 of 3 |
| Hobbyco | 0 of 3 | 0 of 3 |
| Toys R Us | 0 of 3 | 0 of 3 |
| Zing | 0 of 3 | 0 of 3 |

## Every AI answer about toy shops

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

Not named in any answer: Hobbyco, Toys R Us and Zing.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Toymate vs Toyworld: compare search popularity](/demand/au/compare/toymate-vs-toyworld-au): 40.5% against 27.1% Share of Search.
- [Toymate vs Hobbyco: compare search popularity](/demand/au/compare/hobbyco-vs-toymate): 40.5% against 14.8% Share of Search.
- [Toymate vs Toys R Us: compare search popularity](/demand/au/compare/toymate-vs-toys-r-us): 40.5% against 12.1% Share of Search.
- [Toymate vs Zing: compare search popularity](/demand/au/compare/toymate-vs-zing): 40.5% against 5.4% Share of Search.
- [Toyworld vs Hobbyco: compare search popularity](/demand/au/compare/hobbyco-vs-toyworld-au): 27.1% against 14.8% Share of Search.
- [Toyworld vs Toys R Us: compare search popularity](/demand/au/compare/toys-r-us-vs-toyworld-au): 27.1% against 12.1% Share of Search.
- [Toyworld vs Zing: compare search popularity](/demand/au/compare/toyworld-au-vs-zing): 27.1% against 5.4% Share of Search.
- [Hobbyco vs Toys R Us: compare search popularity](/demand/au/compare/hobbyco-vs-toys-r-us): 14.8% against 12.1% Share of Search.
- [Hobbyco vs Zing: compare search popularity](/demand/au/compare/hobbyco-vs-zing): 14.8% against 5.4% Share of Search.
- [Toys R Us vs Zing: compare search popularity](/demand/au/compare/toys-r-us-vs-zing): 12.1% against 5.4% Share of Search.

## How did search popularity change for Australia toy shops in September 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Toymate | 40.5% | 90.5K | -17.7% | Toymate |
| 2 | Toyworld | 27.1% | 60.5K | 0.0% | Toyworld |
| 3 | Hobbyco | 14.8% | 33.1K | 0.0% | Hobbyco |
| 4 | Toys R Us | 12.1% | 27.1K | -18.1% | Toys R Us |
| 5 | Zing | 5.4% | 12.1K | 0.0% | Zing |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Toymate | 90.5K | 40.9% | 1 |
| Oct 2025 | Toyworld | 60.5K | 27.4% | 2 |
| Oct 2025 | Hobbyco | 33.1K | 15% | 3 |
| Oct 2025 | Toys R Us | 22.2K | 10% | 4 |
| Oct 2025 | Zing | 14.8K | 6.7% | 5 |
| Nov 2025 | Toymate | 135K | 42.6% | 1 |
| Nov 2025 | Toyworld | 90.5K | 28.5% | 2 |
| Nov 2025 | Hobbyco | 40.5K | 12.8% | 3 |
| Nov 2025 | Toys R Us | 33.1K | 10.4% | 4 |
| Nov 2025 | Zing | 18.1K | 5.7% | 5 |
| Dec 2025 | Toymate | 165K | 39.6% | 1 |
| Dec 2025 | Toyworld | 135K | 32.4% | 2 |
| Dec 2025 | Hobbyco | 49.5K | 11.9% | 3 |
| Dec 2025 | Toys R Us | 40.5K | 9.7% | 4 |
| Dec 2025 | Zing | 27.1K | 6.5% | 5 |
| Jan 2026 | Toymate | 74K | 36.3% | 1 |
| Jan 2026 | Toyworld | 60.5K | 29.7% | 2 |
| Jan 2026 | Hobbyco | 33.1K | 16.2% | 3 |
| Jan 2026 | Toys R Us | 18.1K | 8.9% | 4 |
| Jan 2026 | Zing | 18.1K | 8.9% | 5 |
| Feb 2026 | Toymate | 60.5K | 33.9% | 1 |
| Feb 2026 | Toyworld | 60.5K | 33.9% | 2 |
| Feb 2026 | Hobbyco | 27.1K | 15.2% | 3 |
| Feb 2026 | Toys R Us | 18.1K | 10.2% | 4 |
| Feb 2026 | Zing | 12.1K | 6.8% | 5 |
| Mar 2026 | Toymate | 74K | 34.4% | 1 |
| Mar 2026 | Toyworld | 74K | 34.4% | 2 |
| Mar 2026 | Hobbyco | 33.1K | 15.4% | 3 |
| Mar 2026 | Toys R Us | 22.2K | 10.3% | 4 |
| Mar 2026 | Zing | 12.1K | 5.6% | 5 |
| Apr 2026 | Toymate | 90.5K | 41.4% | 1 |
| Apr 2026 | Toyworld | 60.5K | 27.7% | 2 |
| Apr 2026 | Hobbyco | 33.1K | 15.2% | 3 |
| Apr 2026 | Toys R Us | 22.2K | 10.2% | 4 |
| Apr 2026 | Zing | 12.1K | 5.5% | 5 |
| May 2026 | Toymate | 90.5K | 38.6% | 1 |
| May 2026 | Toyworld | 74K | 31.5% | 2 |
| May 2026 | Hobbyco | 33.1K | 14.1% | 3 |
| May 2026 | Toys R Us | 22.2K | 9.5% | 4 |
| May 2026 | Zing | 14.8K | 6.3% | 5 |
| Jun 2026 | Toymate | 90.5K | 36.9% | 1 |
| Jun 2026 | Toyworld | 74K | 30.1% | 2 |
| Jun 2026 | Hobbyco | 33.1K | 13.5% | 3 |
| Jun 2026 | Toys R Us | 33.1K | 13.5% | 4 |
| Jun 2026 | Zing | 14.8K | 6% | 5 |
| Jul 2026 | Toymate | 135K | 49.9% | 1 |
| Jul 2026 | Toyworld | 60.5K | 22.4% | 2 |
| Jul 2026 | Hobbyco | 33.1K | 12.2% | 3 |
| Jul 2026 | Toys R Us | 27.1K | 10% | 4 |
| Jul 2026 | Zing | 14.8K | 5.5% | 5 |
| Aug 2026 | Toymate | 110K | 44.2% | 1 |
| Aug 2026 | Toyworld | 60.5K | 24.3% | 2 |
| Aug 2026 | Hobbyco | 33.1K | 13.3% | 3 |
| Aug 2026 | Toys R Us | 33.1K | 13.3% | 4 |
| Aug 2026 | Zing | 12.1K | 4.9% | 5 |
| Sep 2026 | Toymate | 90.5K | 40.5% | 1 |
| Sep 2026 | Toyworld | 60.5K | 27.1% | 2 |
| Sep 2026 | Hobbyco | 33.1K | 14.8% | 3 |
| Sep 2026 | Toys R Us | 27.1K | 12.1% | 4 |
| Sep 2026 | Zing | 12.1K | 5.4% | 5 |

## What is being compared

- **Hobbyco**: Measured on the search term “hobbyco”.
- **Toymate**: Measured on the search term “toymate”.
- **Toys R Us**: Measured on the search term “toys r us”.
- **Toyworld**: Measured on the search term “toyworld”.
- **Zing**: Measured on the search term “zing pop culture”.

- [Hobbyco](/demand/au/brands/hobbyco)
- [Toymate](/demand/au/brands/toymate)
- [Toys R Us](/demand/au/brands/toys-r-us)
- [Toyworld](/demand/au/brands/toyworld-au)
- [Zing](/demand/au/brands/zing)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Toy shops in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-toy-shops

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-toy-shops. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.