Growth
LEGO against its category
The biggest tracked UK 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 |
S
Smyths Toys Superstores
|
+0.2% |
| 2 | T The Entertainer | -8.9% |
| 3 |
L
LEGO
|
+12.8% |
| 4 |
B
Build-A-Bear Workshop
|
-0.1% |
| 5 | T Toytown | +0.9% |
| 6 | H Hamley's | - |
| 7 |
D
Disney Store
|
+19.0% |
| 8 | H Hamleys | -21.6% |
| 9 | S Smyths Toy Superstore | +1.2% |
| 10 | T Toy Barnhaus | +11.9% |
Share of tracked category spend, indexed
Store footprint
Store map
23 tracked LEGO locations across 11 of the UK's 12 regions and nations.
Tracked stores by region
- South East 6
- London 4
- East of England 2
- North West 2
- Scotland 2
- Yorkshire and The Humber 2
- North East 1
- Northern Ireland 1
- South West 1
- Wales 1
- West Midlands 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.
More trends