Growth
American Girl 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 American Girl'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
17 tracked American Girl locations across 13 US states.
Tracked stores by state
- California 3
- North Carolina 2
- Wisconsin 2
- Arizona 1
- Colorado 1
- Florida 1
- Illinois 1
- Indiana 1
- Massachusetts 1
- Missouri 1
- New York 1
- Ohio 1
- Tennessee 1
Customer overlap
Who shops at American Girl
Tracked chains American Girl customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
W
Walt Disney World
100
Walt Disney World
100
F
Fao Schwarz
96
Fao Schwarz
96
B
Bibbidi Bobbidi Boutique
67
G
Gaylord Opryland Resort & Convention Center
52
Gaylord Opryland Resort & Convention Center
52
More trends