AI Shelf Index · 2026 holiday shopping season
Tonies AI shopping shelf share
🧸 Toys · 🇺🇸 US · updated 12 Oct 2026
Standing
#5
Toys · US
Shelf-share
3.2%
of US answers
Sentiment
95%
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 Tonies wins
The same answers, sliced by the shopper the question implies — where Tonies ranks best.
Where Tonies wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#7
2.5%
Research
#3
4.2%
Comparison
#5
4.6%
Validation
#29
0.7%
Purchase
#5
4.5%
Where the engines differ
What AI says about Tonies
Observed from the answers themselves — not a score.
Sentiment
95% positive · no negative mentions
Price framing
framed mid
71% mid, 29% premium
“(Yoto Play) Tonies currently has bundle discounts of up to 15%, so I'd compare those with Black Friday pricing rather than assuming the BF sticker price is best.”
ChatGPT
“(tonies®) - Open-ended play kits: Look for pretend-play sets, Play-Doh/clay, art supplies, simple building sets, doctor/vet kits, and small-world accessories.”
ChatGPT
“Tonies Toniebox** : Covered in soft, squeezable fabric and controlled by sticking magnetic character figures ("Tonies") on top.”
Google AI Mode
“How it works:** Uses hand-painted, squishy magnetic figures called "Tonies".”
Google AI Mode
Products AI names
The specific Tonies items the engines put in front of US shoppers.
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
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.