Brandwave

How popular isToys R Us?

In September 2026, people searched for Toys R Us by name about 60,500 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 2.1% of all United Kingdom toy shop searches, placing Toys R Us fourth out of five shops. When we asked both ChatGPT and Google AI Overviews about toy shops, Toys R Us did not appear in any of the answers.

Search and AI answers in September 2026

Toys R Us is the fourth most searched of 5 competitors and not listed in any AI answer.

  1. Smyths ToysShare of searches 76.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. The EntertainerShare of searches 12.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. HamleysShare of searches 8.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. Toys R UsShare of searches 2.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. Early Learning CentreShare of searches 0.76%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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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.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Hamleys1st
  2. Smyths Toys2nd
  3. The Entertainer3rd
  4. Toys R Us–
  5. Early Learning Centre–

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
  • Toys R Us0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Early Learning Centre0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about toy shops

4 answers

Not named in any answer:

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 Toys R Us?

Toys R Us against toy shops in the United Kingdom, by month

Share of searches by month for Smyths Toys, The Entertainer, Hamleys, Toys R Us. The figures are in the table below the chart.

View monthly share of searches table
MonthSmyths ToysThe EntertainerHamleysToys R UsEarly Learning Centre
Oct 202572.7%11.9%11.9%2.4%1.1%
Nov 202579.4%10.7%7.1%1.8%0.96%
Dec 202573.1%12%12%2%0.88%
Jan 202669.9%11.5%14.1%3.5%1%
Feb 202670.3%11.6%14.2%2.9%1%
Mar 202674.5%10%12.2%2.5%0.9%
Apr 202672.6%9.7%14.6%2.4%0.72%
May 202676.6%10.3%10.3%2.1%0.76%
Jun 202677%10.3%10.3%1.7%0.62%
Jul 202674.9%10.1%12.3%2%0.74%
Aug 202671.3%11.7%14.3%1.9%0.71%
Sep 202676.3%12.5%8.4%2.1%0.76%

  1. 1.Smyths Toys

    76.3%

    Held 1st. 2.2M estimated branded searches, +22.4% vs prior month. Share +5 points.

  2. 2.The Entertainer

    12.5%

    Moved from 3rd to 2nd. 368K estimated branded searches, +22.3% vs prior month. Share +0.8 points.

  3. 3.Hamleys

    8.4%

    Moved from 2nd to 3rd. 246K estimated branded searches, -33.2% vs prior month. Share -6 points.

  4. 4.Toys R Us

    2.1%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  5. 5.Early Learning Centre

    0.76%

    Held 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

Compare popularity between Toys R Us and its closest rivals

Every comparison with Toys R Us

4 comparisons

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

2 findings
  • 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?

5 changes

  1. In September 2026, The Entertainer overtook Hamleys to rank 2nd among toy shops in the United Kingdom, with 12.5% of the searches.

  2. In September 2026, Smyths Toys gained share of searches among toy shops in the United Kingdom, from 71.3% to 76.3%.

  3. In September 2026, Hamleys lost share of searches among toy shops in the United Kingdom, from 14.3% to 8.4%.

  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.

  5. 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.

How are Toys R Us’ branded searches counted?

1 search term

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

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How the Brand Demand Index is measured

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