The Toys shelf

What ChatGPT and Google AI Mode recommend when a AU shopper asks them about toys — ranked by how often each brand made the shelf.

Stories

AI Shopping Shelf Insights

🇦🇺 Toys · AU · August 2026

In Australia, “toys” means the backyard

Trampolines, cricket sets, outdoor play. The Aussie toy shelf spills into the yard, and it is the one market LEGO does not run away with.

The Backyard Grandparent

Springfree Trampoline 13.0% Vuly 12.7% LEGO 9.3%

The Backyard Montessori Parent

Step2 16.6% Connetix Tiles 13.2% Magna-Tiles 7.2%

See the full story →

Shopper Journeys

How the toys shelf shifts as a shopper moves from “what's out there” to “which one do I buy”, for everyone or for one shopper.

Everyone The Backyard Grandparent The Kidult Collector The Backyard Montessori Parent The New Shopper

Awareness

Kaiko Fidgets 19%

Wingspan 17%

Azul 8%

Speks 8%

NeeDoh 5%

Research

LEGO 51%

POP MART 14%

Funko 14%

Nerf 4%

Blokees 2%

Comparison

LEGO 41%

POP MART 28%

Sonny Angel 8%

Smiski 4%

Tokidoki 3%

Validation

LEGO 33%

7 Wonders Duel 19%

Funko 7%

Patchwork 5%

POP MART 5%

Purchase

LEGO 39%

POP MART 16%

Nerf 8%

Smiski 8%

DadShop 3%

The Kidult Collector's shelf. Each stage's bar is shelf-share within that stage.

Brand

Shelf-share

Shelf Share Trend

Visibility

LEGO

17.1%

44.7%

Connetix Tiles

5.3%

13.8%

Magna-Tiles

4.6%

18.2%

Step2

4.3%

8.8%

Springfree Trampoline

3.5%

8.8%

Vuly

3.2%

10.1%

POP MART

2.8%

7.5%

Bluey

2.7%

13.2%

Micro

2.5%

11.3%

Kaiko Fidgets

1.4%

2.5%

Little Tikes

1.3%

5.7%

Funko

1.3%

4.4%

Pokémon

1.2%

9.4%

Gunn & Moore

1.2%

1.9%

Wingspan

1.1%

3.1%

Tonies

1.0%

9.4%

Nerf

1.0%

8.2%

Hot Wheels

0.8%

9.4%

Globber

0.8%

4.4%

Jumpflex

0.8%

3.8%

Smiski

0.8%

3.8%

LEGO DUPLO

0.8%

1.3%

Barbie

0.7%

5.0%

Play-Doh

0.7%

3.8%

7 Wonders Duel

0.7%

2.5%

No brand named

7.5%

Shelf-share = the share of shopper attention a brand holds. Visibility = the share of answers that named it at all.

How to read this table

Shelf-share weights every mention by where the brand sits in the answer, so the shelf adds up to 100%. Named first on a short shelf is worth far more than named fourth on a long one.

Visibility ignores position — simply how often a brand is named. Divide shelf-share by visibility and you get how much of the shelf a brand takes when it does appear.

No brand named is the share of answers that recommended no identifiable brand at all — advice, or retailers only.

Products the engines name

The specific SKUs surfaced inside toys answers.

Product

Shelf-share

Shelf Share Trend

Visibility

Price

DUPLO

LEGO

1.9%

3.8%

—

Mini Deluxe Scooter

Micro

1.5%

3.1%

—

Tiles

Connetix Tiles

1.4%

4.4%

—

Rain Showers Splash Pond Water Table

Step2

1.2%

2.8%

—

LEGO Star Wars Advent Calendar 2026 (75456)

LEGO

1.0%

2.2%

—

Wingspan

0.9%

2.5%

—

Clear Colours 100 Piece Set

Magna-Tiles

0.8%

4.4%

—

Summer Showers Splash Tower Water Table

Step2

0.7%

2.2%

—

Rain Showers Splash Pond

Step2

0.7%

1.6%

A$197.10

Thunder 2

Vuly

0.7%

1.6%

—

Advent Calendars 2026

LEGO

0.7%

0.9%

—

Archway Falls Water Table

Step2

0.6%

1.6%

—

Rainbow Starter Pack

Connetix Tiles

0.6%

0.9%

A$119.00

Pocket Edition

Hive

0.6%

—

Bluey Beach Water Table

Little Tikes

0.5%

2.2%

A$99.00

7 Wonders Duel

0.5%

1.9%

—

Blind Boxes

Miniso

0.5%

0.6%

—

Azul

0.4%

2.2%

—

LeapMove

LeapFrog

0.4%

0.9%

—

Scruff-a-Luvs Series 1 Single Pack

Moose Toys

0.4%

0.6%

—

How to read this table

Price is a band, not one number: the cheapest price on the market, the brand’s own price in bold, and the dearest — sorted low to high. Where only one figure is known, only one is shown. A dash means no price we could verify, not a free product.

How we measure

We ask the assistants the same real shopper questions each run, and record every brand each one recommends.

What that means in practice

Each run we ask ChatGPT and Google AI Mode the same set of questions, one persona and market at a time.

Shelf-share is the share of answers in a category that named a brand. The questions never name a brand, so a brand is on the shelf because the engine chose it.

We settle on the questions before each run, never after. A brand on the shelf is the assistant’s pick, not one we went looking for.

Read the full method — the shoppers, their journey, and the season →

Grow your Brand’s Revenue in the AI Shopping Channel

See which shoppers already find you on the shelf, and where you are missing.

🧸 The Toys shelf

AI Shopping Shelf Insights

In Australia, “toys” means the backyard

Shopper Journeys

Products the engines name

How we measure

Grow your Brand’s Revenue in the AI Shopping Channel

The Toys shelf