AI Shelf Index · 2026 holiday shopping season
Mattel AI shopping shelf share
🧸 Toys · 🇬🇧 UK · updated 12 Oct 2026
Standing
#27
Toys · UK
Shelf-share
0.6%
of UK answers
Sentiment
90%
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%
Mattel
0.6%
The shoppers Mattel wins
The same answers, sliced by the shopper the question implies — where Mattel ranks best.
Where Mattel wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
—
not surfaced
Research
#10
2.3%
Comparison
#44
0.2%
Validation
#22
0.8%
Purchase
—
not surfaced
Where the engines differ
What AI says about Mattel
Observed from the answers themselves — not a score.
Sentiment
90% positive · no negative mentions
Price framing
framed mid
40% budget, 60% mid
“Mattel Masters of the Universe (MOTU) / WWE Elite** : Great nostalgia-meets-modern-sculpting lines.”
Google AI Mode
“John Lewis specifically expects the Mattel K-Pop Demon Hunters dolls to be a major Christmas seller, and Rumi is £34.99 and age 4+.”
ChatGPT
“Mattel's official UK collector shop currently lists several Masters of the Universe figures and multipacks.”
ChatGPT
“Browse the Mattel Creations UK action figure collection.”
ChatGPT
Products AI names
The specific Mattel items the engines put in front of UK shoppers.
Shelved alongside
Brands the engines recommend in the same answers as Mattel.
How to read this
Bar is how often that brand is recommended in the same answer as Mattel, relative to the rest.
Mattel 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 Mattel.