Growth
LEGO against its category
The biggest tracked US toy stores chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks LEGO's share of the category quarter by quarter, indexed to 2024 Q1 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
L
LEGO
|
-3.0% |
| 2 |
B
Build-A-Bear Workshop
|
+14.1% |
| 3 |
D
Disney Store
|
+7.8% |
| 4 |
A
American Girl
|
-6.0% |
| 5 |
L
Learning Express Toys
|
-25.4% |
| 6 | T Through The Decades | - |
| 7 | K Kitty Hawk Kites | -13.3% |
| 8 |
F
Fao Schwarz
|
- |
| 9 |
B
Bricks & Minifigs
|
-14.4% |
| 10 |
A
ABU Games
|
-13.6% |
Share of tracked category spend, indexed
Store footprint
Store map
75 tracked LEGO locations across 33 US states.
Tracked stores by state
- California 8
- Texas 6
- Florida 5
- Illinois 5
- New York 5
- North Carolina 4
- New Jersey 4
- Ohio 3
- Utah 3
- Washington 3
- Arizona 2
- Colorado 2
- Georgia 2
- Massachusetts 2
- Maryland 2
- Virginia 2
- Alabama 1
- Arkansas 1
- Connecticut 1
- Delaware 1
- Hawaii 1
- Iowa 1
- Idaho 1
- Indiana 1
- Michigan 1
- Missouri 1
- Nebraska 1
- New Hampshire 1
- Nevada 1
- Oregon 1
- Pennsylvania 1
- South Carolina 1
- Tennessee 1
Customer overlap
Who shops at LEGO
Tracked chains LEGO customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
D
Disneyland Resort
36
Disneyland Resort
36
W
Walt Disney World
31
Walt Disney World
31
H
House of Lee
26
M
Meridian Main Street Market
22
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