Toy industry: online market analysis

The data presented below is most suitable for desktop, partly due to the presence of interactive charts.

SEO & SEA Google Market Analysis of the industry toys

For the toysindustry, Aspen Digital’s data team conducted an extensive analysis over a period of three months, comparing the search results. This applies to both the organic search results and the paid text advertisements.

Would you like to see your market position in Google straight away? Click the button and see your own presence and position in the table for both the organic and paid search results!

See your position in the search engine market

The top 5players:

#	Organic October	Organic January	SEA
1	Bol.com	Bol.com	Bol.com
2	Wickey.nl	Lego.com	Amazon.nl
3	Lego.com	Intertoys.nl	Lego.com
4	Intertoys.nl	Marktplaats.nl	Temu.com
5	Marktplaats.nl	Wickey.nl	Berg.com

• Number 1 Bol.com (also strong SEA presence) ranked first in this comparison in both October and January, and has therefore remained stable;
• Lego.com (also in the SEA top 5) has risen from position 3to second place;
• Intertoys.nl has risen from position 4 to position 3 in January;
• Marktplaats.nl has risen from position 5 to position 4;
• Wickey.nl has fallen from position 2to fifth place.

The analysis and charts are based on 1397 key search terms within the toy industry, which collectively represent an average monthly search volume of 2.586.460represent.

How has the market been analysed?

Google organic in October

Here you can see the 25 websites that are most present in this sector based on the organic results in Google on 13-10-2025. Only the top 20 results per search term were used to provide as accurate a picture as possible and map out parties actively working to become visible within this keyword theme.

top 20 is ranked and has achieved a good average position.

Google organic in January

This is the SEO market 3 months later compared with the initial measurement. By analysing the situation in January, you can see the medium-term SEO trend within your sector. Think of emerging parties that are steadily gaining more market share, or established names that have gained an even stronger foothold in the market.

More importantly, you can of course also see how your organic presence and average position have developed compared with your competitors.

To make comparison easier and give you a clear overview, a percentage graph has also been added. This lets you see at a glance how the positions of different parties in your sector have shifted. Whether it concerns the growth of new players, the consolidation of established names or a decline, the graph clearly shows the trend for each website.

Changes in the organic market in 3 months

Here too, the top right is the most favourable: the number of search terms in the top 20 has increased with a better average position. The bottom left is the least favourable, as there you have fewer search terms in the top 20 as well as a worse position.

In this graph, a positive percentage change in position means that your rankings have improved. Put simply: if you rise from position 2 to position 1 this means an improvement of +50%.

Looking at the period (13-10-2025 and 13-01-2026) these are our findings:

Discover your developments at keyword level

Ad presence

In addition to analysing the organic Google search results, the corresponding paid text ads were also examined in detail. As you naturally know, the first organic position in Google is the highest achievable position, but (unfortunately) that does not necessarily mean that your website is immediately visible to the searcher.

For that reason, it is interesting to examine, for the same search terms over the entire 3 months period, which parties are also actively using SEA. This gives you an even more concrete picture of your visibility in Google in the toy industry and allows you to see even more clearly who your biggest competitors are.

These are the top 5 advertisers over the period 13-10-2025 to 13-01-2026:

Discover the most frequently displayed toy text ads

Toy industry overview

Are you not listed or would you like to know your position in the market in even greater detail, at organic or advertising level? Please contact us!

Brief explanation of the table:

• The websites shown are the most prominent players in the market, based on the organic measurements from 13-10-2025 and 13-01-2026, or due to a strong SEA presence;
• The starting and ending position is the average organic positionof the two daily measurements;
• Presence % is the percentage of organic search terms in the top 20of the two daily measurements;
• The SEA position and presence are based on the entire 3 monthsand shows the average SEA position and total presence expressed as a percentage.

Website	Starting position	Final position	Starting presence %	Final presence %	SEA position	Presence-%
Amazon.nl	12.3	10.35	36.1%	39.7%	1.91	36.9%
Berg.com	4.95	3.33	10%	9.7%	1.04	7.6%
Beslist.nl	14.7	15	35.9%	30.3%	2.62	0.3%
Bol.com	7.18	6.25	87.7%	90.4%	1.48	66.6%
Buitenspeelgoed.nl	6.97	7.5	22.5%	23.8%	2.23	2.2%
Dreamland.nl	11.32	12.4	21.6%	25.3%	2.51	0.3%
Grootplezier.nl	12.65	12.82	18.3%	17.4%	1.91	0.8%
Ilovespeelgoed.nl	8.43	9.33	13.4%	15.2%	1.47	6.4%
Intertoys.nl	5.72	6.3	35.9%	36.6%	1.76	5%
Junglegym.nl	4.53	5.19	11.3%	11.5%	2.18	0.9%
Lego.com	1.62	1.43	10.2%	10.1%	1.13	12.6%
Lobbes.nl	10.15	11.5	30.1%	34%	2.02	1.8%
Marktplaats.nl	11.86	11.9	46.8%	56.3%	2.17	7.3%
Outdoorspeelgoed.nl	10.41	10.84	21.5%	22%	2.05	0.9%
Planethappy.nl	10.54	11.91	11.7%	15.5%	0	0%
Praxis.nl	9.52	9.44	13.1%	14.6%	2.94	1.4%
Smythstoys.com	13.04	11.81	13.9%	16.5%	0	0%
Speelgoeddebetuwe.nl	12.36	11.65	22.5%	24.8%	2.44	2.5%
Speeltoestel-koning.nl	7.43	8.09	16.8%	17.3%	0	0%
Top1toys.nl	6.67	6.35	24.2%	27.6%	2.28	1.6%
Toysandgarden.nl	6.94	7.22	17.3%	17.6%	1.26	5.1%
Vaneebuitenspeelgoed.nl	8.11	8.05	19.2%	19.4%	2.71	1.8%
Wellestuinhout.nl	8.4	5.91	17.3%	19%	1.86	1.4%
Wickey.nl	2.57	3.9	17.5%	17.2%	2.45	0.7%
Youtube.com	12.64	10.38	21.8%	3.3%	0	0%

Your visibility by theme mapped out

The online toy industry has been thoroughly researched. By analysing how often your brand and those of your competitors appear in the search results (both paid and organic), you now have an overview of your position in the search engine market.

Perhaps you are performing better than you thought, meeting your expectations, or have discovered that there is still plenty of room for growth.

Your market consists of various themes, each with unique challenges and opportunities, meaning that both your organic and paid visibility can vary.

Want to dig deeper?

Discover your Google presence and positions based on the themes/categories that are important to your website. This will give you an even clearer picture of the impact of your current search engine marketing efforts and where your online growth and opportunities lie.

How can we help you with this?

Every day, we create HTML snapshots of the Google search results page for the search terms that are relevant to you and save these as well.

This allows us not only to analyse keywords on a large scale, but also to take an in-depth look at the text ads, the titles of the organic results, video results, Google Shopping and other important elements present on the search results page.

This gives you a 360-degree overview of your online visibility and that of your competitors. With these detailed insights, you can take targeted action to strengthen your position within the sector and generate more revenue and returns from your visibility potential!

Want to see your specific opportunities per theme? Schedule a meeting?