AI Shelf Index · 2026 holiday shopping season
LEGO AI shopping shelf share
🧸 Toys · 🇬🇧 UK · updated 12 Oct 2026
Standing
#1
Toys · UK
Shelf-share
17.3%
of UK answers
Sentiment
97%
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 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
24.5%
Research
#3
6.3%
Comparison
#1
19.3%
Validation
#1
15.0%
Purchase
#1
19.7%
Where the engines differ
What AI says about LEGO
Observed from the answers themselves — not a score.
Sentiment
97% positive · no negative mentions
Price framing
framed mid
31% budget, 53% mid, 16% premium
“(LEGO) - Jellycat soft toys – often popular Christmas gifts and can appear in retailer promotions.”
ChatGPT
“John Lewis & Partners — carries LEGO, soft toys and premium gifts; its Black Friday toy section has hundreds of items.”
ChatGPT
“(LEGO) Current examples I found - [Fisher-Price Little People My Mario Figure 6-Pack]() — a small character set that may suit younger children.”
ChatGPT
“under £20, £50, £100), and whether it’s for a boy/girl or specific interests (LEGO, dolls, gaming, outdoor toys, etc.), I can narrow down the best deals.”
ChatGPT
Products AI names
The specific LEGO items the engines put in front of UK 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
Slingso Managed Outcomes
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with LEGO.