AI Shelf Index · 2026 holiday shopping season
LEGO AI shopping shelf share
🧸 Toys · 🇺🇸 US · updated 12 Oct 2026
Standing
#1
Toys · US
Shelf-share
16.6%
of US answers
Sentiment
96%
positive
No week-to-week change larger than the variation between readings.
Who's on the toys shelf
LEGO
16.6%
Magna-Tiles
15.3%
POP MART
8.4%
PicassoTiles
3.8%
Tonies
3.2%
Yoto
3.0%
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
#2
18.8%
Research
#4
4.1%
Comparison
#1
22.3%
Validation
#2
12.7%
Purchase
#1
15.1%
Where the engines differ
What AI says about LEGO
Observed from the answers themselves — not a score.
Sentiment
96% positive · no negative mentions
Price framing
framed mid
34% budget, 49% mid, 17% premium
“LEGO, for example, has already announced its 2026 Black Friday event for Nov.”
ChatGPT
“Wait for Black Friday: Yoto/Toniebox players, larger premium tile sets, LEGO, big play kits, and anything currently at full price.”
ChatGPT
“The LEGO Store : An immersive destination for brick enthusiasts.”
Google AI Mode
“Beyond retail, it offers hands-on play zones, rare collector sets, and loyalty rewards through the LEGO Insiders Program .”
Google AI Mode
Products AI names
The specific LEGO items the engines put in front of US 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.