--- title: "How popular is Toys R Us? Searches and AI answers in the United Kingdom" description: "Toys R Us is a toy retailer. 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/toys-r-us" publisher: "Brandwave" --- # How popular is Toys R Us? Searches and AI answers in the United Kingdom Toys R Us is a toy retailer. 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**: Toys R Us - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among toy shops**: 2.1% ## Where does Toys R Us compete? | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Toy shops | 4 | 2.1% | 60.5K | - [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, Toys R Us did not appear in any of the four answers. 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 | | Toys R Us | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Early Learning Centre | Not ranked | 0 of 3 | 0 of 1 | 0 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 Not named in any answer: Toys R Us and Early Learning Centre. 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 Toys R Us changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Toys R Us in the United Kingdom fell from 74K to 60.5K. - Across the 12 months ending September 2026, Toys R Us’ share of searches among toy shops in the United Kingdom peaked at 3.5% in January 2026 and was lowest at 1.7% in June 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 12.5% of the searches. - In September 2026, Smyths Toys gained share of searches among toy shops in the United Kingdom, from 71.3% to 76.3%. - In September 2026, Hamleys lost share of searches among toy shops in the United Kingdom, from 14.3% to 8.4%. - Estimated monthly branded searches for Early Learning Centre in the United Kingdom fell 32.9% over 12 measured months, from 33.1K to 22.2K in September 2026. - Estimated monthly branded searches for Toys R Us in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Toy shops | 74K | 2.4% | 4 | | Nov 2025 | Toy shops | 90.5K | 1.8% | 4 | | Dec 2025 | Toy shops | 90.5K | 2% | 4 | | Jan 2026 | Toy shops | 60.5K | 3.5% | 4 | | Feb 2026 | Toy shops | 49.5K | 2.9% | 4 | | Mar 2026 | Toy shops | 49.5K | 2.5% | 4 | | Apr 2026 | Toy shops | 49.5K | 2.4% | 4 | | May 2026 | Toy shops | 49.5K | 2.1% | 4 | | Jun 2026 | Toy shops | 40.5K | 1.7% | 4 | | Jul 2026 | Toy shops | 49.5K | 2% | 4 | | Aug 2026 | Toy shops | 49.5K | 1.9% | 4 | | Sep 2026 | Toy shops | 60.5K | 2.1% | 4 | ## How are Toys R Us’ branded searches counted? Brandwave collects information about searches that people make online using Toys R Us’ 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. - “toys r us” ## Which toy shops compete with Toys R Us? - [Smyths Toys](/demand/uk/brands/smyths-toys): Head-to-head: /demand/uk/compare/smyths-toys-vs-toys-r-us - [The Entertainer](/demand/uk/brands/the-entertainer): Head-to-head: /demand/uk/compare/the-entertainer-vs-toys-r-us - [Hamleys](/demand/uk/brands/hamleys): Head-to-head: /demand/uk/compare/hamleys-vs-toys-r-us - [Early Learning Centre](/demand/uk/brands/early-learning-centre): Head-to-head: /demand/uk/compare/early-learning-centre-vs-toys-r-us ## 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. "How popular is Toys R Us? Searches and AI answers in the United Kingdom". https://gobrandwave.com/demand/uk/brands/toys-r-us This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/toys-r-us. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.