How popular isHamleys?
In September 2026, people searched for Hamleys by name about 246,000 times in the United Kingdom, a 33.2% decrease from the previous year. These searches made up 8.6% of all United Kingdom toy shop searches, placing Hamleys third out of three shops. When we asked both ChatGPT and Google AI Overviews about toy shops, Hamleys appeared in three of the four answers and was the most recommended of the three.
Hamleys is the third most searched of 3 competitors and the most recommended in AI answers.
Smyths ToysShare of searches 78.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
The EntertainerShare of searches 12.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
HamleysShare of searches 8.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
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Top toy shops in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Hamleys was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Hamleys is the most recommended of the three.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Hamleys1st
- Smyths Toys2nd
- The Entertainer3rd
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Smyths Toys3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Hamleys3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- The Entertainer2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about toy shops
4 answers
Asked ChatGPT
“What's the best toy shop in the UK?”
Asked ChatGPT
“Which UK toy shop chain has the best prices?”
Asked ChatGPT
“What are the biggest toy shops in the UK?”
Searched Google, AI Overview
“toy shop”
Searched Google, AI Overview
“toys”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which toy shops compete with Hamleys?
Share of searches by month for Smyths Toys, The Entertainer, Hamleys. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smyths Toys | The Entertainer | Hamleys |
|---|---|---|---|
| Oct 2025 | 75.3% | 12.4% | 12.4% |
| Nov 2025 | 81.7% | 11% | 7.3% |
| Dec 2025 | 75.3% | 12.4% | 12.4% |
| Jan 2026 | 73.2% | 12.1% | 14.8% |
| Feb 2026 | 73.2% | 12.1% | 14.8% |
| Mar 2026 | 77% | 10.3% | 12.6% |
| Apr 2026 | 74.9% | 10% | 15% |
| May 2026 | 78.8% | 10.6% | 10.6% |
| Jun 2026 | 78.8% | 10.6% | 10.6% |
| Jul 2026 | 77% | 10.3% | 12.7% |
| Aug 2026 | 73.2% | 12% | 14.7% |
| Sep 2026 | 78.5% | 12.9% | 8.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 78.5% | 2.2M | +22.4% | +5.3 points | |
| 2, moved from 3rd to 2nd | 12.9% | 368K | +22.3% | +0.8 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 8.6% | 246K | -33.2% | -6.1 pointsmoved from 2nd to 3rd |
78.5%
Held 1st. 2.2M estimated branded searches, +22.4% vs prior month. Share +5.3 points.
12.9%
Moved from 3rd to 2nd. 368K estimated branded searches, +22.3% vs prior month. Share +0.8 points.
3.
Hamleys8.6%
Moved from 2nd to 3rd. 246K estimated branded searches, -33.2% vs prior month. Share -6.1 points.
Compare popularity between Hamleys and its closest rivals
Every comparison with Hamleys
2 comparisons
How has branded search demand for Hamleys changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hamleys in the United Kingdom fell from 368K to 246K.
- Across the 12 months ending September 2026, Hamleys’ share of searches among toy shops in the United Kingdom decreased from 12.4% to 8.6%.
- Across the 12 months ending September 2026, Hamleys’ share of searches among toy shops in the United Kingdom peaked at 15% in April 2026 and was lowest at 7.3% in November 2025.
- Across the 12 months ending September 2026, Hamleys fell from 2nd to 3rd among toy shops in the United Kingdom.
How did search popularity change for United Kingdom toy shops in September 2026?
3 changes
In September 2026, The Entertainer overtook Hamleys to rank 2nd among toy shops in the United Kingdom, with 12.9% of the searches.
In September 2026, Smyths Toys gained share of searches among toy shops in the United Kingdom, from 73.2% to 78.5%.
In September 2026, Hamleys lost share of searches among toy shops in the United Kingdom, from 14.7% to 8.6%.
How are Hamleys’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Hamleys’ 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.
- hamleys
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