AI Shelf Index · 2026 holiday shopping season
BRIO AI shopping shelf share
🧸 Toys · 🇬🇧 UK · updated 12 Oct 2026
Standing
#133
Toys · UK
Shelf-share
0.0%
of UK answers
Sentiment
100%
positive
No week-to-week change larger than the variation between readings.
Who's on the toys shelf
LEGO
17.3%
Connetix Tiles
10.7%
POP MART
6.9%
Magna-Tiles
5.5%
Yoto
5.5%
Tonies
5.3%
The shoppers BRIO wins
The same answers, sliced by the shopper the question implies — where BRIO ranks best.
Where BRIO wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#88
0.0%
Research
—
not surfaced
Comparison
#32
0.3%
Validation
#74
0.1%
Purchase
—
not surfaced
Where the engines differ
What AI says about BRIO
Observed from the answers themselves — not a score.
Sentiment
100% positive · no negative mentions
Price framing
framed mid
67% mid, 33% premium
“(John Lewis & Partners) For a train-mad child: BRIO.”
ChatGPT
“BRIO's big advantage is that additional track, trains and accessories can be incorporated later.”
ChatGPT
“(John Lewis & Partners) For a child who loves pretend stories: Playmobil.”
ChatGPT
“BRIO train set — excellent long-term present BRIO BRIO is one of those toys grandparents can buy with confidence.”
ChatGPT
Products AI names
The specific BRIO items the engines put in front of UK shoppers.
Shelved alongside
Brands the engines recommend in the same answers as BRIO.
How to read this
Bar is how often that brand is recommended in the same answer as BRIO, relative to the rest.
BRIO on other shelves
Slingso Managed Outcomes
How would BRIO grow its revenue from the AI Shopping Channel?
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with BRIO.