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AI Shelf Index · 2026 holiday shopping season

Melissa & Doug AI shopping shelf share

🧸 Toys · 🇺🇸 US · updated 12 Oct 2026

Standing

Toys · US

#8 #8

Shelf-share

2.5%

of US answers

1.8% 2.5%

Sentiment

100%

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%

⋯

Melissa & Doug

2.5%

The shoppers Melissa & Doug wins

The same answers, sliced by the shopper the question implies — where Melissa & Doug ranks best.

The New Shopper

The Hot-Toy Grandparent

The Montessori Parent

Where Melissa & Doug wins the journey

Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.

Awareness

5.5%

Research

2.3%

Comparison

3.6%

Validation

#19

1.0%

Purchase

#16

1.2%

Where the engines differ

ChatGPT

3.2%

Google AI Mode

2.2%

What AI says about Melissa & Doug

Observed from the answers themselves — not a score.

Sentiment

100% positive · no negative mentions

Price framing

framed budget

59% budget, 32% mid, 9% premium

“Sponsored For more options that encourage imaginative play and fine motor skills, check out these toys from brands like Melissa & Doug and Fat Brain Toys.”
Google AI Mode

“Current testing from Good Housekeeping involved real 3–5-year-olds, while the Toy Association's 2026 preschool finalists also include MAGNA-TILES, Melissa & Doug, Crayola, and Bluey-related toys.”
ChatGPT

“If you want to spend under $20, I'd choose the Melissa & Doug Frozen Treats set.”
ChatGPT

“Play Kits & Open-Ended Pretend Play What to look for:** Brands like Lovevery, Melissa & Doug, or Green Toys offer durable, non-toxic, sustainable pieces.”
Google AI Mode

Products AI names

The specific Melissa & Doug items the engines put in front of US shoppers.

Wooden Building Blocks 100pc 0.4%
100 Wooden Blocks 0.2%
Swirl & Serve Ice Cream Play Set 0.2%
Textured sorting and stacking blocks 0.2%
Doug Geometric Stacker 0.1%
Beauty Kiosk / Pretend Play Sets 0.1%
Deluxe Grill & Pizza Oven 0.1%
Disney Princess Cinderella Magnetic Dress-Up 0.1%

Shelved alongside

Brands the engines recommend in the same answers as Melissa & Doug.

How to read this

Bar is how often that brand is recommended in the same answer as Melissa & Doug, relative to the rest.

Melissa & Doug on other shelves

🇬🇧 UK Toys · #36 🇨🇦 CA Toys · #19 🇦🇺 AU Toys · # All markets →

Slingso Managed Outcomes

How would Melissa & Doug 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 Melissa & Doug.