Hamleys vs Smyths Toys:Which is more popular?
In September 2026, Smyths Toys had more branded searches than Hamleys among toy shops in the United Kingdom. Smyths Toys had about 2.2 million branded searches, while Hamleys had 246,000. Smyths Toys made up 78.5% of all toy shop searches we track, and Hamleys accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about toy shops, Hamleys and Smyths Toys each appeared in three of the four answers. Hamleys was mentioned before Smyths Toys in two out of three answers.
Who do people search for more?
Smyths Toys, about 9 searches for every 1 for Hamleys
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Hamleys, named ahead of Smyths Toys in 2 of 3 answers
Follow Hamleys vs Smyths Toys and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
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. Smyths Toys was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Hamleys was listed before Smyths Toys in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Hamleys1st
- Smyths Toys2nd
The Entertainer3rd
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
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.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is Hamleys or Smyths Toys more popular in search?
This chart shows how often people search Google for Hamleys and Smyths Toys 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 by month for Smyths Toys, Hamleys. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Hamleys and Smyths Toys comparison changed over the last 12 months?
3 findings
- Smyths Toys was ahead of Hamleys 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 12.4% to 8.6%, and its estimated monthly branded searches moved from 368K to 246K.
- Across the 12 months ending September 2026, Smyths Toys’ share of searches among toy shops in the United Kingdom moved from 75.3% to 78.5%, and its estimated monthly branded searches held steady at 2.2M.
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?
2 search terms
Brandwave collects information about searches that people make online using Hamleys’ and Smyths Toys’ 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.
Hamleys
1 branded search term
- hamleys
Smyths Toys
1 branded search term
- smyths
Other head-to-heads among toy shops
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.