Toy shops in the United Kingdom:Which are most popular?

Name: Toy shops in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Smyths Toys was the most searched toy shop in the United Kingdom, accounting for 78.5% of all searches among the three shops we track. When we checked with ChatGPT and Google AI Overviews, Smyths Toys and Hamleys were mentioned most often, in three of the four answers. Hamleys was recommended most often, coming first in two out of three responses that gave a list.

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Top toy shops in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Smyths Toys and Hamleys were mentioned most often, in three of the four answers. Hamleys was recommended most often, coming first in two out of three answers that gave a list. Smyths Toys was second, and The Entertainer was third.

Most recommended by AI

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

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Smyths Toys	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Hamleys	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
The Entertainer	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4

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?”
1. 1Hamleys
2. 2Smyths Toys
Asked ChatGPT
“Which UK toy shop chain has the best prices?”
1. 1The Entertainer
2. 2Smyths Toys
Asked ChatGPT
“What are the biggest toy shops in the UK?”
Searched Google, AI Overview
“toy shop”
1. 1Hamleys
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 do people search for most?

This chart shows how often people search Google for each toy shop by name. Each line represents a brand's share of searches for all three toy shops we track, month by month, from searches in United Kingdom.

Share of searches among toy shops in the United Kingdom, by month

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	Smyths Toys	78.5%	2.2M	+22.4%	+5.3 points
2, moved from 3rd to 2nd	The Entertainer	12.9%	368K	+22.3%	+0.8 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Hamleys	8.6%	246K	-33.2%	-6.1 pointsmoved from 2nd to 3rd

1.Smyths Toys
78.5%
Held 1st. 2.2M estimated branded searches, +22.4% vs prior month. Share +5.3 points.
2.The Entertainer
12.9%
Moved from 3rd to 2nd. 368K estimated branded searches, +22.3% vs prior month. Share +0.8 points.
3.Hamleys
8.6%
Moved from 2nd to 3rd. 246K estimated branded searches, -33.2% vs prior month. Share -6.1 points.

Which brand is most popular in search among toy shops in the United Kingdom?

3 brands

In September 2026, Smyths Toys was the most searched among toy shops in the United Kingdom, with an estimated 2.2M branded searches, 78.5% of all searches for the three we track. The Entertainer is in 2nd place, 65.6 percentage points behind at 12.9%.

United Kingdom toy shops, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Smyths Toys	75.3% → 78.5%	81.7%Nov 2025	73.2%Jan 2026	1st
The Entertainer	12.4% → 12.9%	12.9%Sep 2026	10%Apr 2026	3rd → 2nd
Hamleys	12.4% → 8.6%	15%Apr 2026	7.3%Nov 2025	2nd → 3rd

Each finding as a sentence

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, The Entertainer’s share of searches among toy shops in the United Kingdom increased from 12.4% to 12.9%.
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, 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.
Across the 12 months ending September 2026, The Entertainer’s share of searches among toy shops in the United Kingdom peaked at 12.9% in September 2026 and was lowest at 10% in April 2026.
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, The Entertainer rose from 3rd to 2nd among toy shops in the United Kingdom.
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 branded searches counted for toy shops?

3 search terms

Each brand's share of searches among toy shops comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.