--- title: "Hamleys vs Smyths Toys: Which is searched more in the United Kingdom?" description: "Is Hamleys or Smyths Toys more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy shops set in the United Kingdom. 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/compare/hamleys-vs-smyths-toys" publisher: "Brandwave" --- # Hamleys vs Smyths Toys: Which is searched more in the United Kingdom? Is Hamleys or Smyths Toys more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy shops set in the United Kingdom. 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 - **Compared**: Hamleys and Smyths Toys - **Competitive set**: Toy shops - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Hamleys Share of Search**: 8.6% - **Smyths Toys Share of Search**: 78.5% ## Is Hamleys or Smyths Toys more popular in search? - 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%. - 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. ## 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. 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 | ## 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 Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 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 12.9% 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%. ## Month by month | Month | Hamleys estimated searches | Hamleys Share of Search | Hamleys rank | Smyths Toys estimated searches | Smyths Toys Share of Search | Smyths Toys rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 368K | 12.4% | 2 | 2.2M | 75.3% | 1 | | Nov 2025 | 368K | 7.3% | 3 | 4.1M | 81.7% | 1 | | Dec 2025 | 550K | 12.4% | 2 | 3.4M | 75.3% | 1 | | Jan 2026 | 246K | 14.8% | 2 | 1.2M | 73.2% | 1 | | Feb 2026 | 246K | 14.8% | 2 | 1.2M | 73.2% | 1 | | Mar 2026 | 246K | 12.6% | 2 | 1.5M | 77% | 1 | | Apr 2026 | 301K | 15% | 2 | 1.5M | 74.9% | 1 | | May 2026 | 246K | 10.6% | 2 | 1.8M | 78.8% | 1 | | Jun 2026 | 246K | 10.6% | 2 | 1.8M | 78.8% | 1 | | Jul 2026 | 301K | 12.7% | 2 | 1.8M | 77% | 1 | | Aug 2026 | 368K | 14.7% | 2 | 1.8M | 73.2% | 1 | | Sep 2026 | 246K | 8.6% | 3 | 2.2M | 78.5% | 1 | ## How each brand is measured 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**: Measured on the search term “hamleys”. - **Smyths Toys**: Measured on the search term “smyths”. - [Hamleys profile](/demand/uk/brands/hamleys) - [Smyths Toys profile](/demand/uk/brands/smyths-toys) - [All toy shops in the United Kingdom](/demand/uk/categories/uk-toy-shops): The set both shares are measured inside, 3 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hamleys or Smyths Toys more popular in search? 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%. ## Cite this page Brandwave. "Hamleys vs Smyths Toys: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hamleys-vs-smyths-toys This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hamleys-vs-smyths-toys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.