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AI Shelf Index · 2026 holiday shopping season

Tonies AI shopping shelf share

🧸 Toys · 🇦🇺 AU · updated 12 Oct 2026

Standing

#16

Toys · AU

#20 #16

Shelf-share

1.0%

of AU answers

0.2% 1.0%

Sentiment

90%

positive

No week-to-week change larger than the variation between readings.

Who's on the toys shelf

LEGO

17.1%

Connetix Tiles

5.3%

Magna-Tiles

4.6%

Step2

4.3%

Springfree Trampoline

3.5%

Vuly

3.2%

⋯

Tonies

1.0%

The shoppers Tonies wins

The same answers, sliced by the shopper the question implies — where Tonies ranks best.

The New Shopper

The Backyard Montessori Parent

#19

The Backyard Grandparent

#27

Where Tonies wins the journey

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

Awareness

2.9%

Research

—

not surfaced

Comparison

#56

0.1%

Validation

#19

1.1%

Purchase

#29

0.7%

Where the engines differ

ChatGPT

1.5%

Google AI Mode

0.4%

What AI says about Tonies

Observed from the answers themselves — not a score.

Sentiment

90% positive · no negative mentions

Price framing

framed premium

10% budget, 40% mid, 50% premium

“Compared with Yoto: Tonies is more tactile and character-oriented; Yoto gives you a more conventional audio-player experience.”
ChatGPT

“Tonies Starter Box & Audio Characters** ($120 approx.): Screen-free audio storytelling for the younger ones aged 3–6.”
Google AI Mode

“They place magnetic character "Tonies" on top to play songs and stories, making it a massive hit for quiet time or bedtime routines across Australia.”
Google AI Mode

“Auditory & Interactive Toys (For predictable sound and engagement) Tonies Audio Box or Yoto Player:** Screen-free audio players where toddlers swap physical figures or cards to play specific songs or stories.”
Google AI Mode

Products AI names

The specific Tonies items the engines put in front of AU shoppers.

Toniebox Playtime Puppy Starter Set 0.5%
Toniebox/audio stories 0.1%
Audio Player 0.0%
audio players 0.0%
Audio Player Starter Set 0.0%
Gabby's Dollhouse: Gabby's Cat-tastic Scavenger Hunt 0.0%
Pokémon Toniebox 2 starter set 0.0%
Screen-free audio player 0.0%

Shelved alongside

Brands the engines recommend in the same answers as Tonies.

How to read this

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

Tonies on other shelves

🇺🇸 US Toys · #5 🇬🇧 UK Toys · #6 🇨🇦 CA Toys · #5 All markets →

Slingso Managed Outcomes

How would Tonies 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 Tonies.