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Category Brand Performance - Toys & Games

June 14, 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	1,053	$49.44	$862,454	23.9%
Pokemon	292	$43.02	$245,688	6.8%
Crayola	204	$15.08	$112,514	3.1%
Melissa & Doug	258	$17.42	$97,979	2.7%
Intex	81	$25.55	$86,529	2.4%
Mattel	310	$20.85	$79,505	2.2%
Magic The Gathering	39	$100.19	$74,928	2.1%
Barbie	280	$18.69	$67,312	1.9%
DJI	11	$319.30	$66,674	1.8%
Magic: The Gathering	55	$82.08	$65,944	1.8%
Fisher-Price	116	$23.19	$59,127	1.6%
Tonies	110	$19.35	$44,160	1.2%
Hot Wheels	241	$13.54	$42,184	1.2%
STAR WARS	217	$21.28	$38,002	1.1%
Hasbro Gaming	68	$17.15	$37,986	1.1%
LeapFrog	50	$28.72	$36,526	1.0%
Transformers	133	$31.58	$35,292	1.0%
Marvel	203	$22.05	$35,226	1.0%
Games Workshop	110	$57.90	$29,432	0.8%
VTech	42	$20.92	$27,545	0.8%
Mega Brands	65	$25.98	$25,926	0.7%
Aurora	297	$9.55	$23,083	0.6%
Mattel Games	55	$11.07	$23,030	0.6%
Nerf	72	$21.68	$22,181	0.6%
Monster High	47	$35.74	$21,909	0.6%
Ultra Pro	107	$12.77	$21,680	0.6%
Ravensburger	82	$27.24	$20,934	0.6%
Hasbro	36	$20.17	$20,164	0.6%
Monster Jam	78	$17.11	$20,144	0.6%
Jellycat	29	$42.17	$20,019	0.6%
Winning Moves	42	$17.66	$19,605	0.5%
Jada Toys	82	$22.06	$19,531	0.5%
Little Tikes	34	$20.36	$17,947	0.5%
USAOPOLY	21	$25.73	$17,133	0.5%
Disney Store	31	$24.90	$17,069	0.5%
TAMASHII NATIONS	63	$63.13	$17,052	0.5%
Schylling	49	$9.38	$16,399	0.5%
Funko	241	$11.95	$16,075	0.4%
Sonny Angel	22	$26.32	$15,688	0.4%
Learning Resources	56	$25.08	$15,552	0.4%
Magic Mixies	16	$20.77	$14,874	0.4%
Spektrum	48	$58.72	$14,200	0.4%
Douglas	83	$20.18	$14,132	0.4%
Sonic The Hedgehog	39	$19.53	$14,127	0.4%
Play-Doh	49	$13.93	$13,925	0.4%
Just Play	65	$13.34	$13,528	0.4%
BANDAI	39	$47.80	$13,435	0.4%
Fat Brain Toys	28	$30.49	$13,303	0.4%
Insect Lore	6	$31.01	$11,394	0.3%
Bicycle	53	$9.03	$11,389	0.3%
Pressman	15	$16.06	$10,983	0.3%
Klutz	25	$15.40	$10,779	0.3%
MAGNA-TILES	12	$46.44	$10,743	0.3%
Fuwidvia	1	$26.99	$10,381	0.3%
SPLATRBALL	2	$56.50	$10,202	0.3%
G.I. Joe	48	$24.93	$9,927	0.3%
Squishmallows	86	$15.93	$9,845	0.3%
Calico Critters	34	$24.14	$9,592	0.3%
Thames & Kosmos	62	$20.20	$9,231	0.3%
Wholesalehome	1	$79.99	$9,230	0.3%
Paw Patrol	34	$18.87	$8,656	0.2%
Swimline	24	$31.13	$8,353	0.2%
Disney	61	$16.65	$8,091	0.2%
Rainbocorns	2	$25.12	$7,971	0.2%
ThinkFun	11	$13.96	$7,701	0.2%
cokodive	1	$49.99	$7,691	0.2%
Educational Insights	14	$20.82	$7,413	0.2%
PlayMonster	22	$12.05	$7,413	0.2%
Snap Circuits	5	$42.56	$7,134	0.2%
McFarlane Toys	52	$23.93	$7,080	0.2%
HEX BOTS	2	$31.20	$6,776	0.2%
Gamewright	16	$14.17	$6,761	0.2%
Bluey	34	$15.46	$6,728	0.2%
BITZEE	1	$24.97	$6,723	0.2%
Munchkin	5	$7.32	$6,695	0.2%
POP MART	2	$60.61	$6,672	0.2%
Polly Pocket	31	$21.48	$6,578	0.2%
Dungeons & Dragons	26	$34.41	$6,553	0.2%
Fantasy Flight Games	13	$34.93	$6,532	0.2%
Konami	24	$41.17	$6,362	0.2%
Amscan	61	$8.23	$6,075	0.2%
Dragon Shield	29	$15.66	$5,989	0.2%
タカラトミー(TAKARA TOMY)	40	$17.50	$5,899	0.2%
Little Live Pets	14	$23.57	$5,833	0.2%
Jazwares	28	$23.46	$5,724	0.2%
DecoPac	7	$10.14	$5,594	0.2%
Fuggler	26	$15.14	$5,554	0.2%
Play Doh	3	$12.99	$5,465	0.2%
Losi	4	$182.48	$5,365	0.1%
Baby Einstein	8	$17.06	$5,253	0.1%
Little Buddy	46	$15.22	$5,244	0.1%
MGA's Miniverse	26	$12.57	$5,168	0.1%
Little Kids	6	$14.88	$5,137	0.1%
Playmobil	33	$28.50	$5,122	0.1%
Crazy Aaron's	22	$14.61	$5,088	0.1%
Schleich	100	$14.01	$5,028	0.1%
hand2mind	4	$21.74	$5,005	0.1%
Endless Games	4	$14.75	$5,001	0.1%
FUN LITTLE TOYS	6	$25.66	$4,823	0.1%
CoComelon	15	$17.81	$4,740	0.1%
Galison	63	$13.85	$4,734	0.1%
Rainbow High	40	$21.51	$4,548	0.1%
University Games	21	$12.90	$4,523	0.1%
Green Toys	21	$18.13	$4,497	0.1%
CMYK	3	$28.50	$4,409	0.1%
Needoh	7	$6.56	$4,278	0.1%
Great Eastern Entertainment	23	$23.25	$4,230	0.1%
GUND	11	$20.32	$4,195	0.1%
Radio Flyer	5	$69.30	$4,174	0.1%
XShot	3	$25.99	$4,083	0.1%
Heroes of Goo Jit Zu	33	$15.94	$4,082	0.1%
FLIP SLIDE	1	$11.62	$4,022	0.1%
Gabby's Dollhouse	29	$14.84	$4,008	0.1%
Connect 4	2	$14.49	$3,996	0.1%
Spidey and his Amazing Friends	17	$17.09	$3,879	0.1%
TOMY	10	$21.62	$3,843	0.1%
Annexfun	1	$32.98	$3,805	0.1%
Taco Cat Goat Cheese Pizza	1	$9.84	$3,785	0.1%
MerryMakers	21	$15.52	$3,765	0.1%
Disney Princess	28	$17.18	$3,729	0.1%
YU-GI-OH!	17	$22.85	$3,683	0.1%
Teenage Mutant Ninja Turtles	25	$17.96	$3,641	0.1%
Traxxas	25	$25.23	$3,589	0.1%
Bratz	20	$25.95	$3,584	0.1%
Dreams	7	$20.92	$3,532	0.1%
Spider-Man	23	$20.66	$3,451	0.1%
Days of Wonder	3	$27.65	$3,448	0.1%
Mr. Sketch	2	$11.10	$3,415	0.1%
theory11	24	$12.86	$3,377	0.1%
Spin Master Games	31	$12.84	$3,360	0.1%
BANZAI	5	$14.24	$3,318	0.1%
Pets Alive	9	$23.88	$3,265	0.1%
Mini Brands	17	$10.81	$3,260	0.1%
Beyblade	14	$18.83	$3,192	0.1%
Space Cowboys	5	$29.18	$3,182	0.1%
Lite Brite	4	$17.95	$3,148	0.1%
5 Surprise	16	$16.28	$3,139	0.1%
Avalon Hill	8	$38.66	$3,098	0.1%
World's Smallest	52	$7.34	$3,074	0.1%
Arcane Tinmen	19	$9.32	$3,043	0.1%
Rhode Island Novelty	58	$5.97	$2,983	0.1%
Jungle Gym Kingdom	2	$20.99	$2,922	0.1%
Spirograph	8	$19.03	$2,909	0.1%
WILD REPUBLIC	40	$13.34	$2,880	0.1%
Nintendo	10	$30.57	$2,851	0.1%
Battat	3	$42.95	$2,823	0.1%
Axial	11	$121.53	$2,800	0.1%
Leapfrog	1	$23.49	$2,710	0.1%
Pokémon	9	$43.14	$2,704	0.1%
Tamagotchi	12	$22.46	$2,683	0.1%
BRIO	12	$35.57	$2,653	0.1%
Hoyle	2	$5.80	$2,623	0.1%
Baby Alive	11	$22.85	$2,572	0.1%
Razor	2	$194.60	$2,549	0.1%
Leder Games	5	$38.77	$2,538	0.1%
Royale High	8	$17.22	$2,528	0.1%
WWE	4	$19.21	$2,501	0.1%
Renegade Game Studios	18	$34.75	$2,494	0.1%
WHAT DO YOU MEME?	12	$13.38	$2,487	0.1%
Furby	4	$20.44	$2,460	0.1%
Contention Games	1	$105.99	$2,446	0.1%
Care Bears	10	$13.41	$2,425	0.1%
WOW Sports	4	$36.19	$2,407	0.1%
Anagram	20	$10.46	$2,402	0.1%
Little People	8	$21.24	$2,398	0.1%
Cookeez Makery	5	$17.57	$2,396	0.1%
JAKKS Pacific	13	$21.60	$2,386	0.1%
Matchbox	26	$12.81	$2,366	0.1%
Kylskapspoesi	1	$12.28	$2,362	0.1%
Big Potato	5	$14.06	$2,361	0.1%
George & Company LLC	2	$10.45	$2,361	0.1%
AEG	9	$29.79	$2,330	0.1%
Power Rangers	8	$27.25	$2,312	0.1%
Yahtzee	2	$14.74	$2,311	0.1%
Bendon	31	$5.30	$2,286	0.1%
Warhammer	9	$43.67	$2,264	0.1%
Ty	42	$8.39	$2,248	0.1%
Lincoln Logs	3	$41.23	$2,246	0.1%
eKids	9	$22.88	$2,237	0.1%
ARRMA	16	$78.85	$2,217	0.1%
Aphmau	8	$16.16	$2,191	0.1%
B. toys	8	$31.47	$2,125	0.1%
Front Porch Classics	9	$22.64	$2,122	0.1%
WIFFLE	1	$27.55	$2,119	0.1%
REALFLIGHT	1	$179.99	$2,077	0.1%
Minecraft	14	$12.03	$2,071	0.1%
John Deere	15	$26.45	$2,068	0.1%
SwimWays	8	$12.95	$2,061	0.1%
Hatchimals	7	$13.52	$2,059	0.1%
Hiya Toys	8	$59.61	$2,016	0.1%
Horizon Group USA	5	$10.88	$1,997	0.1%
L.O.L. Surprise!	8	$20.61	$1,993	0.1%
Goliath	13	$15.87	$1,984	0.1%
NKOK	10	$21.93	$1,980	0.1%
Hape	8	$16.73	$1,972	0.1%
Peppa Pig	10	$18.02	$1,969	0.1%
Bepuzzled	33	$13.13	$1,934	0.1%
KMC	10	$12.37	$1,933	0.1%
Libellud	4	$30.81	$1,916	0.1%
Rugged Radios	1	$97.99	$1,884	0.1%

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Category Brand Performance - Toys & Games

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