Hamleys vs Toys R Us:Which is more popular?
In September 2026, Hamleys had more branded searches than Toys R Us among toy shops in the United Kingdom. Hamleys had about 246,000 branded searches, while Toys R Us had 60,500. Hamleys made up 8.4% of all toy shop searches we track, and Toys R Us accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about toy shops, Hamleys appeared in three of the four answers and Toys R Us in none.
Who do people search for more?
Hamleys, about 4 searches for every 1 for Toys R Us
Who does AI mention more?
Hamleys, mentioned in 3 of 4 answers, Toys R Us in 0
Who does AI recommend more?
Hamleys, the only one of the two named
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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. 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.
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
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.
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.
Share of searches by month for Hamleys, Toys R Us. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smyths Toys | The Entertainer | Hamleys | Toys R Us | Early Learning Centre |
|---|---|---|---|---|---|
| Oct 2025 | 72.7% | 11.9% | 11.9% | 2.4% | 1.1% |
| Nov 2025 | 79.4% | 10.7% | 7.1% | 1.8% | 0.96% |
| Dec 2025 | 73.1% | 12% | 12% | 2% | 0.88% |
| Jan 2026 | 69.9% | 11.5% | 14.1% | 3.5% | 1% |
| Feb 2026 | 70.3% | 11.6% | 14.2% | 2.9% | 1% |
| Mar 2026 | 74.5% | 10% | 12.2% | 2.5% | 0.9% |
| Apr 2026 | 72.6% | 9.7% | 14.6% | 2.4% | 0.72% |
| May 2026 | 76.6% | 10.3% | 10.3% | 2.1% | 0.76% |
| Jun 2026 | 77% | 10.3% | 10.3% | 1.7% | 0.62% |
| Jul 2026 | 74.9% | 10.1% | 12.3% | 2% | 0.74% |
| Aug 2026 | 71.3% | 11.7% | 14.3% | 1.9% | 0.71% |
| Sep 2026 | 76.3% | 12.5% | 8.4% | 2.1% | 0.76% |
How has the Hamleys and Toys R Us comparison changed over the last 12 months?
3 findings
- Hamleys was ahead of Toys R Us in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hamleys’ share of searches among toy shops in the United Kingdom moved from 11.9% to 8.4%, and its estimated monthly branded searches moved from 368K to 246K.
- Across the 12 months ending September 2026, Toys R Us’ share of searches among toy shops in the United Kingdom moved from 2.4% to 2.1%, and its estimated monthly branded searches moved from 74K to 60.5K.
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 12.5% of the searches.
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 Toys R Us in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hamleys’ and Toys R Us’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among toy shops
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