Brandwave

Hamleys vs The Entertainer:Which is more popular?

In September 2026, The Entertainer had more branded searches than Hamleys among toy shops in the United Kingdom. The Entertainer had about 368,000 branded searches, while Hamleys had 246,000. The Entertainer made up 12.9% 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 appeared in three of the four answers and The Entertainer in two. Hamleys was mentioned before The Entertainer in two out of three answers.

Among toy shops in the United Kingdom in September 2026

Who do people search for more?

The Entertainer, about 50% more searches than Hamleys

The Entertainer 368K searchesHamleys 246K searches

Who does AI mention more?

Hamleys, mentioned in 3 of 4 answers, The Entertainer in 2

Hamleys in 3 of 4The Entertainer in 2 of 4

Who does AI recommend more?

Hamleys, named ahead of The Entertainer in 2 of 3 answers

Hamleys first in 2The Entertainer first in 1

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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. The Entertainer was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hamleys was listed before The Entertainer in two out of three 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

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

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.

Is Hamleys or The Entertainer more popular in search?

This chart shows how often people search Google for Hamleys and The Entertainer 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.

Hamleys and The Entertainer among toy shops in the United Kingdom, by month

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

View monthly share of searches table
MonthSmyths ToysThe EntertainerHamleys
Oct 202575.3%12.4%12.4%
Nov 202581.7%11%7.3%
Dec 202575.3%12.4%12.4%
Jan 202673.2%12.1%14.8%
Feb 202673.2%12.1%14.8%
Mar 202677%10.3%12.6%
Apr 202674.9%10%15%
May 202678.8%10.6%10.6%
Jun 202678.8%10.6%10.6%
Jul 202677%10.3%12.7%
Aug 202673.2%12%14.7%
Sep 202678.5%12.9%8.6%

How has the Hamleys and The Entertainer comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Hamleys took it in January 2026, The Entertainer took it in 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, The Entertainer’s share of searches among toy shops in the United Kingdom moved from 12.4% to 12.9%, and its estimated monthly branded searches held steady at 368K.

How did search popularity change for United Kingdom toy shops in September 2026?

2 changes

  1. In September 2026, The Entertainer overtook Hamleys to rank 2nd among toy shops in the United Kingdom, with 12.9% of the searches.

  2. 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 The Entertainer’s 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

The Entertainer

1 branded search term

  • the entertainer

How the Brand Demand Index is measured

Other head-to-heads among toy shops

Creator with pink hair and a pink jacket

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