Growth
LEGO against its category
The biggest tracked UK 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 |
S
Smyths Toys Superstores
|
-0.5% |
| 2 |
T
The Entertainer
|
-1.7% |
| 3 |
L
LEGO
|
+10.0% |
| 4 |
B
Build-A-Bear Workshop
|
-19.1% |
| 5 |
T
Toytown
|
-4.2% |
| 6 | H Hamley's | -9.4% |
| 7 |
T
Toy Barnhaus
|
- |
| 8 |
H
Hamleys
|
-3.8% |
| 9 | S Smyths Toy Superstore | -4.6% |
| 10 | D Dreams 2 Reality Competitions | -2.9% |
Share of tracked category spend, indexed
Store footprint
Store map
24 tracked LEGO locations across 11 of the UK's 12 regions and nations.
Tracked stores by region
- South East 7
- 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