AI Shelf Index · 2026 holiday shopping season
LEGO AI shopping shelf share
🧸 Toys · 🇨🇦 CA · updated 12 Oct 2026
Standing
#1
Toys · CA
Shelf-share
19.0%
of CA answers
Sentiment
100%
positive
No week-to-week change larger than the variation between readings.
Who's on the toys shelf
LEGO
19.0%
Magna-Tiles
10.6%
POP MART
4.9%
Yoto
3.3%
Tonies
2.5%
Connetix Tiles
2.4%
The shoppers LEGO wins
The same answers, sliced by the shopper the question implies — where LEGO ranks best.
Where LEGO wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#1
15.2%
Research
#1
25.7%
Comparison
#1
15.2%
Validation
#1
15.5%
Purchase
#1
13.1%
Where the engines differ
What AI says about LEGO
Observed from the answers themselves — not a score.
Sentiment
100% positive · no negative mentions
Price framing
framed mid
20% budget, 68% mid, 11% premium
“🦄 LEGO Friends Unicorn Dream Café — about $45** A very safe choice if she likes LEGO, animals, storytelling or imaginative play.”
ChatGPT
“LEGO's current Canadian 8+ range has a particularly broad selection of imaginative building sets.”
ChatGPT
“(LEGO) **6.”
ChatGPT
“LEGO — probably the safest adult gift LEGO is absolutely still popular with adults, and the adult-oriented lineup has become enormous.”
ChatGPT
Products AI names
The specific LEGO items the engines put in front of CA shoppers.
Shelved alongside
Brands the engines recommend in the same answers as LEGO.
How to read this
Bar is how often that brand is recommended in the same answer as LEGO, relative to the rest.
LEGO on other shelves
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with LEGO.