Toymate vs Toyworld:Which is more popular?
In September 2026, Toymate had more branded searches than Toyworld among toy shops in Australia. Toymate had about 90,500 branded searches, while Toyworld had 60,500. Toymate made up 40.5% of all toy shop searches we track, and Toyworld accounted for 27.1%. When we asked ChatGPT and Google AI Overviews about toy shops, Toyworld appeared in all three answers and Toymate in one.
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Top toy shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Toyworld appeared in all three answers. Toymate was mentioned in one out of three: in one of the three ChatGPT 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.
Share of searches by month for Toymate, Toyworld. 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% |
How has the Toymate and Toyworld comparison changed over the last 12 months?
3 findings
- Toymate was ahead of Toyworld in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Toymate’s share of searches among toy shops in Australia moved from 40.9% to 40.5%, and its estimated monthly branded searches held steady at 90.5K.
- Across the 12 months ending September 2026, Toyworld’s share of searches among toy shops in Australia moved from 27.4% to 27.1%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for Australia toy shops in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Toymate’s and Toyworld’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among toy shops
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