The Platform for Brands and Sellers in the Amazon Marketplace

Category Brand Performance - Toys & Games

April 26, 2025

A brand-level performance analysis for the Toys & Games category on Amazon.com. This report highlights market share trends based on 7-day average sales contribution, and includes ASIN count, average pricing, and estimated monthly sales—offering a snapshot of each brand’s position in the marketplace.

Brand Name	ASIN Count	Avg Price (USD)	Avg Monthly Sales	7-Day Market Share (%)
LEGO	1,065	$48.85	$1,099,165	23.3%
Pokemon	336	$43.57	$343,266	7.3%
Magic The Gathering	95	$87.62	$159,510	3.4%
Melissa & Doug	293	$17.58	$141,686	3.0%
Crayola	244	$14.87	$119,244	2.5%
Mattel	368	$20.84	$94,450	2.0%
Barbie	292	$19.03	$89,580	1.9%
DJI	16	$758.63	$80,597	1.7%
Fisher-Price	144	$22.98	$76,494	1.6%
Tonies	117	$19.09	$70,687	1.5%
Hasbro Gaming	72	$18.26	$57,220	1.2%
Hot Wheels	331	$11.88	$52,270	1.1%
LeapFrog	54	$22.81	$49,657	1.1%
Intex	80	$22.71	$48,230	1.0%
VTech	56	$19.71	$47,909	1.0%
Games Workshop	187	$54.52	$43,794	0.9%
Marvel	238	$21.32	$43,228	0.9%
Transformers	151	$30.58	$42,106	0.9%
Schylling	63	$8.87	$33,940	0.7%
Aurora	353	$9.64	$33,866	0.7%
Nerf	97	$19.01	$33,271	0.7%
Jada Toys	116	$20.70	$31,806	0.7%
Insect Lore	7	$28.58	$30,889	0.7%
Mega Brands	77	$26.95	$28,351	0.6%
Mattel Games	54	$11.04	$28,164	0.6%
Monster Jam	95	$16.94	$25,414	0.5%
TAMASHII NATIONS	81	$58.68	$25,289	0.5%
Learning Resources	78	$23.69	$25,229	0.5%
Squishmallows	101	$15.43	$24,867	0.5%
The Eggmazing Egg Decorator	4	$16.92	$24,819	0.5%
Little Tikes	37	$27.89	$23,683	0.5%
MAGNA-TILES	13	$43.21	$23,428	0.5%
Play-Doh	45	$12.68	$22,979	0.5%
Ultra Pro	131	$13.72	$22,296	0.5%
STAR WARS	210	$23.20	$22,092	0.5%
Just Play	62	$13.72	$21,000	0.4%
Hasbro	61	$22.65	$20,534	0.4%
Sonic The Hedgehog	51	$20.83	$20,274	0.4%
Monster High	45	$36.01	$20,034	0.4%
Paw Patrol	47	$18.50	$19,893	0.4%
Funko	299	$12.56	$19,636	0.4%
Winning Moves	42	$16.63	$19,510	0.4%
USAOPOLY	32	$25.77	$19,142	0.4%
Ravensburger	99	$22.47	$18,469	0.4%
Fat Brain Toys	34	$27.49	$17,971	0.4%
McFarlane Toys	105	$20.19	$17,506	0.4%
Bluey	41	$16.00	$17,375	0.4%
Spektrum	60	$54.11	$16,595	0.4%
Little Live Pets	16	$21.52	$16,157	0.3%
Klutz	26	$15.78	$16,044	0.3%
Educational Insights	19	$22.61	$15,993	0.3%
Fingerlings	10	$14.40	$15,788	0.3%
Pressman	22	$14.95	$15,773	0.3%
Calico Critters	47	$25.64	$15,764	0.3%
Douglas	110	$19.32	$15,660	0.3%
Gabby's Dollhouse	24	$17.76	$15,477	0.3%
B. toys	9	$29.64	$13,692	0.3%
WHAT DO YOU MEME?	14	$13.97	$13,602	0.3%
MGA's Miniverse	29	$14.39	$12,914	0.3%
Jellycat	19	$39.36	$12,509	0.3%
Sonny Angel	22	$27.88	$12,411	0.3%
Disney	84	$14.94	$12,345	0.3%
ThinkFun	13	$14.42	$12,193	0.3%
Play Doh	3	$6.86	$12,032	0.3%
Disney Store	37	$24.60	$11,901	0.3%
PlayMonster	29	$13.46	$11,812	0.3%
Yookidoo	2	$32.27	$11,513	0.2%
Heroes of Goo Jit Zu	45	$14.36	$11,143	0.2%
BANDAI	38	$44.42	$10,910	0.2%
Teenage Mutant Ninja Turtles	32	$18.38	$10,599	0.2%
Moose	4	$11.90	$10,479	0.2%
Hatchimals	9	$10.87	$10,085	0.2%
HEX BOTS	3	$42.70	$9,967	0.2%
ARRMA	46	$134.35	$9,872	0.2%
Dragon Shield	34	$15.03	$9,782	0.2%
GUND	19	$18.23	$9,708	0.2%
Little Kids	7	$14.77	$9,111	0.2%
Polly Pocket	24	$23.03	$9,055	0.2%
Gamewright	15	$14.25	$8,922	0.2%
Spin Master Games	37	$14.08	$8,750	0.2%
Amscan	87	$8.31	$8,524	0.2%
タカラトミー(TAKARA TOMY)	54	$18.74	$8,457	0.2%
Thames & Kosmos	58	$22.10	$8,157	0.2%
Dungeons & Dragons	27	$35.25	$7,988	0.2%
Playmobil	66	$31.08	$7,885	0.2%
Konami	28	$44.89	$7,812	0.2%
Lincoln Logs	1	$49.99	$7,691	0.2%
Taco Cat Goat Cheese Pizza	1	$9.84	$7,569	0.2%
Beyblade	8	$23.21	$7,537	0.2%
BRIO	24	$40.16	$7,524	0.2%
G.I. Joe	52	$24.25	$7,433	0.2%
Fantasy Flight Games	17	$40.87	$7,333	0.2%
University Games	24	$12.31	$6,925	0.1%
BITZEE	1	$20.00	$6,923	0.1%
Care Bears	10	$15.05	$6,843	0.1%
Little Buddy	57	$15.64	$6,741	0.1%
Casdon	5	$28.62	$6,738	0.1%
Arcane Tinmen	43	$10.41	$6,726	0.1%
Great Eastern Entertainment	32	$22.86	$6,616	0.1%
Green Toys	26	$17.39	$6,554	0.1%
magilano	1	$16.90	$6,500	0.1%
hand2mind	3	$21.87	$6,449	0.1%
Goliath	25	$14.77	$6,353	0.1%
Minecraft	15	$16.27	$6,334	0.1%
Galison	67	$13.43	$6,262	0.1%
Schleich	138	$11.91	$6,150	0.1%
MerryMakers	28	$15.64	$5,987	0.1%
TOMY	13	$19.51	$5,947	0.1%
SPLATRBALL	3	$72.51	$5,841	0.1%
Crazy Aaron's	15	$15.17	$5,759	0.1%
Bestway	4	$52.42	$5,734	0.1%
THOMAS & FRIENDS	36	$16.81	$5,674	0.1%
Mini Brands	19	$11.61	$5,587	0.1%
Spider-Man	23	$22.66	$5,535	0.1%
Power Rangers	13	$29.14	$5,354	0.1%
Greater Than Games	9	$23.38	$5,346	0.1%
Radio Flyer	7	$66.18	$5,341	0.1%
Dreams	9	$20.32	$5,312	0.1%
DecoPac	7	$10.24	$5,180	0.1%
HABA	14	$23.98	$5,140	0.1%
Endless Games	5	$11.34	$5,136	0.1%
Rainbow High	47	$21.89	$5,134	0.1%
Sunny Days Entertainment	13	$16.17	$5,097	0.1%
Annexfun	1	$32.98	$5,074	0.1%
Days of Wonder	3	$30.64	$5,002	0.1%
Exploding Kittens LLC	10	$17.72	$4,909	0.1%
Mr. Sketch	2	$13.34	$4,752	0.1%
Baby Einstein	9	$16.70	$4,729	0.1%
Battat	7	$25.53	$4,707	0.1%
WILD REPUBLIC	50	$14.24	$4,670	0.1%
Horizon Group USA	8	$13.61	$4,660	0.1%
Bicycle	45	$8.75	$4,649	0.1%
World's Smallest	59	$7.11	$4,484	0.1%
Disney Princess	31	$19.06	$4,453	0.1%
Elmer's	10	$16.55	$4,306	0.1%
Magic Mixies	16	$15.91	$4,277	0.1%
Snap Circuits	5	$43.67	$4,230	0.1%
Kinetic Sand	1	$17.99	$4,152	0.1%
XShot	4	$24.84	$4,130	0.1%
Tamagotchi	10	$23.40	$4,123	0.1%
Spidey and his Amazing Friends	16	$15.91	$4,109	0.1%
WWE	5	$21.60	$4,079	0.1%
CMYK	2	$19.00	$3,960	0.1%
Axial	13	$93.26	$3,956	0.1%
Space Cowboys	8	$28.95	$3,910	0.1%
NKOK	11	$21.88	$3,887	0.1%
Baby Alive	11	$23.42	$3,694	0.1%
Jax	1	$12.00	$3,692	0.1%
Spirograph	9	$16.70	$3,607	0.1%
Blue Orange	15	$19.59	$3,602	0.1%
Creativity for Kids	7	$11.95	$3,567	0.1%
Unicorn Academy	4	$16.13	$3,553	0.1%
Rhode Island Novelty	66	$6.13	$3,553	0.1%
Blue Marble	2	$33.46	$3,528	0.1%
Cookeez Makery	5	$18.58	$3,527	0.1%
Basic Fun	18	$25.14	$3,460	0.1%
Connect 4	1	$8.99	$3,458	0.1%
Skillmatics	9	$12.50	$3,440	0.1%
Bratz	19	$22.91	$3,407	0.1%
Fuggler	12	$19.49	$3,382	0.1%
Avalon Hill	10	$26.70	$3,379	0.1%
SwimWays	16	$15.82	$3,352	0.1%
AEG	10	$30.71	$3,349	0.1%
Bendon	33	$6.38	$3,262	0.1%
Aphmau	11	$18.32	$3,204	0.1%
JAKKS Pacific	10	$25.56	$3,193	0.1%
Hape	14	$18.77	$3,103	0.1%
Ty	52	$8.17	$3,087	0.1%
MEDICOM TOY	8	$81.54	$3,056	0.1%
John Deere	20	$27.01	$3,043	0.1%
Sky Castle	2	$17.49	$3,022	0.1%
PJ Masks	12	$19.89	$3,009	0.1%
Squish-a-longs	4	$16.45	$3,003	0.1%
Mary Meyer	26	$17.11	$2,983	0.1%
Disney Doorables	10	$10.03	$2,882	0.1%
eKids	13	$20.46	$2,879	0.1%
theory11	24	$11.95	$2,877	0.1%
Masters of the Universe	40	$19.42	$2,859	0.1%
Banpresto	66	$22.54	$2,802	0.1%
George & Company LLC	2	$10.40	$2,742	0.1%
Folkmanis	40	$20.44	$2,716	0.1%
Lite Brite	5	$13.77	$2,705	0.1%
	18	$16.36	$2,701	0.1%
Dragon Ball Super	22	$22.39	$2,679	0.1%
Bananagrams	7	$12.80	$2,665	0.1%
Matchbox	40	$9.21	$2,651	0.1%
DSS Games	5	$13.41	$2,607	0.1%
CoComelon	16	$17.35	$2,602	0.1%
Little People	6	$21.20	$2,559	0.1%
KIDS PREFERRED	8	$16.98	$2,555	0.1%
Peppa Pig	15	$15.58	$2,552	0.1%
Leder Games	5	$34.78	$2,540	0.1%
MindWare	8	$22.14	$2,536	0.1%
Sonic Prime	5	$21.31	$2,534	0.1%
Traxxas	25	$24.28	$2,508	0.1%
L.O.L. Surprise!	11	$16.22	$2,497	0.1%
Wizarding World	13	$13.95	$2,491	0.1%
Skip Hop	4	$20.92	$2,488	0.1%
Dreamworks Dragons	1	$15.99	$2,460	0.1%
Air Hogs	1	$15.99	$2,460	0.1%

Marketplace Insights Hub

Category Brand Performance - Toys & Games

Axle®IT

SOLUTIONS

TOOLS

COMPANY

RESOURCES