---
title: "Smyths Toys: search popularity in the United Kingdom"
description: "Smyths Toys is a chain of toy superstores. 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/uk/brands/smyths-toys"
publisher: "Brandwave"
---

# Smyths Toys: search popularity in the United Kingdom

Smyths Toys is a chain of toy superstores. 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

- **Brand**: Smyths Toys
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among toy shops**: 78.5%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Toy shops | 1 | 78.5% | 2.2M |

- [Toy shops in the UK](/demand/uk/categories/uk-toy-shops)

## Top toy shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Smyths Toys was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Smyths Toys is the second most recommended of the three.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Hamleys | 1st | 2 of 3 | 1 of 1 | 3 of 4 |
| Smyths Toys | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| The Entertainer | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |

## Every AI answer about toy shops

- Asked ChatGPT "What's the best toy shop in the UK?": 1. Hamleys, 2. Smyths Toys
- Asked ChatGPT "Which UK toy shop chain has the best prices?": 1. The Entertainer, 2. Smyths Toys
- Asked ChatGPT "What are the biggest toy shops in the UK?": 1. Hamleys, 2. Smyths Toys, 3. The Entertainer
- Searched Google, AI Overview "toy shop": 1. Hamleys

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

## How has branded search demand for Smyths Toys changed in the United Kingdom over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Smyths Toys in the United Kingdom held steady at 2.2M.
- Across the 12 months ending September 2026, Smyths Toys’ share of searches among toy shops in the United Kingdom increased from 75.3% to 78.5%.
- Across the 12 months ending September 2026, Smyths Toys’ share of searches among toy shops in the United Kingdom peaked at 81.7% in November 2025 and was lowest at 73.2% in January 2026.

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

- 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%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Toy shops | 2.2M | 75.3% | 1 |
| Nov 2025 | Toy shops | 4.1M | 81.7% | 1 |
| Dec 2025 | Toy shops | 3.4M | 75.3% | 1 |
| Jan 2026 | Toy shops | 1.2M | 73.2% | 1 |
| Feb 2026 | Toy shops | 1.2M | 73.2% | 1 |
| Mar 2026 | Toy shops | 1.5M | 77% | 1 |
| Apr 2026 | Toy shops | 1.5M | 74.9% | 1 |
| May 2026 | Toy shops | 1.8M | 78.8% | 1 |
| Jun 2026 | Toy shops | 1.8M | 78.8% | 1 |
| Jul 2026 | Toy shops | 1.8M | 77% | 1 |
| Aug 2026 | Toy shops | 1.8M | 73.2% | 1 |
| Sep 2026 | Toy shops | 2.2M | 78.5% | 1 |

## How are Smyths Toys’ branded searches counted?

Brandwave collects information about searches that people make online using Smyths Toys’ 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.

- “smyths”

## Which toy shops compete with Smyths Toys?

- [The Entertainer](/demand/uk/brands/the-entertainer): Head-to-head: /demand/uk/compare/smyths-toys-vs-the-entertainer
- [Hamleys](/demand/uk/brands/hamleys): Head-to-head: /demand/uk/compare/hamleys-vs-smyths-toys

## Methodology

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

## Cite this page

Brandwave. "Smyths Toys: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/smyths-toys

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/smyths-toys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.