Smyths Toys vs Toys R Us:Which is more popular?
In September 2026, Smyths Toys had more branded searches than Toys R Us among toy shops in the United Kingdom. Smyths Toys had about 2.2 million branded searches, while Toys R Us had 60,500. Smyths Toys made up 76.3% 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, Smyths Toys appeared in three of the four answers and Toys R Us in none.
Who do people search for more?
Smyths Toys, about 37 searches for every 1 for Toys R Us
Who does AI mention more?
Smyths Toys, mentioned in 3 of 4 answers, Toys R Us in 0
Who does AI recommend more?
Smyths Toys, 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, Smyths Toys was mentioned in three out of four: in all three ChatGPT answers, but not 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.
Is Smyths Toys or Toys R Us more popular in search?
This chart shows how often people search Google for Smyths Toys and Toys R Us by name. Each line represents a brand's share of searches for all five toy shops we track, month by month, from searches in United Kingdom.
Share of searches by month for Smyths Toys, 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 Smyths Toys and Toys R Us comparison changed over the last 12 months?
3 findings
- Smyths Toys was ahead of Toys R Us in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Smyths Toys’ share of searches among toy shops in the United Kingdom moved from 72.7% to 76.3%, and its estimated monthly branded searches held steady at 2.2M.
- 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?
2 changes
In September 2026, Smyths Toys gained share of searches among toy shops in the United Kingdom, from 71.3% to 76.3%.
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 Smyths Toys’ 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.
Smyths Toys
1 branded search term
- smyths
Toys R Us
1 branded search term
- toys r us
Other head-to-heads among toy shops
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