Growth
LEGO against its category
The biggest tracked US toy store 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 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
L
LEGO
|
-2.2% |
| 2 |
B
Build-A-Bear Workshop
|
-15.0% |
| 3 |
L
Learning Express Toys
|
+18.7% |
| 4 |
A
American Girl
|
-3.1% |
| 5 |
F
Fao Schwarz
|
- |
| 6 |
L
Lakeshore Learning
|
-23.6% |
| 7 |
B
Bricks & Minifigs
|
-3.9% |
| 8 | T Through The Decades | +3.9% |
| 9 |
S
Sir Troy's Toy Kingdom
|
- |
| 10 |
A
ABU Games
|
+18.9% |
Share of tracked category spend, indexed
Store footprint
Store map
89 tracked LEGO locations across 37 US states.
Tracked stores by state
- California 9
- New York 7
- Texas 6
- Florida 5
- Illinois 5
- North Carolina 5
- New Jersey 4
- Ohio 4
- Utah 4
- Connecticut 3
- Virginia 3
- Washington 3
- Arizona 2
- Colorado 2
- Georgia 2
- Massachusetts 2
- Maryland 2
- Oklahoma 2
- Alabama 1
- Arkansas 1
- Delaware 1
- Hawaii 1
- Iowa 1
- Idaho 1
- Indiana 1
- Kansas 1
- Michigan 1
- Minnesota 1
- Missouri 1
- Nebraska 1
- New Hampshire 1
- Nevada 1
- Oregon 1
- Pennsylvania 1
- Rhode Island 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
37
Disneyland Resort
37
W
Walt Disney World
30
Walt Disney World
30
More trends