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 | LEGO | -1.6% |
| 2 | Build-A-Bear Workshop | -14.7% |
| 3 | Learning Express Toys | +16.7% |
| 4 | Lakeshore Learning | -13.1% |
| 5 | American Girl | -3.5% |
| 6 | Fao Schwarz | - |
| 7 | Bricks & Minifigs | -3.2% |
| 8 | Through The Decades | +5.7% |
| 9 | Toys "R" Us | - |
| 10 | ABU Games | +18.7% |
Share of tracked category spend, indexed
Store footprint
Store map
92 tracked LEGO locations across 36 US states. California, New York, and Texas hold 25% of them.
Tracked stores by state
- California 9
- New York 8
- Texas 6
- Florida 5
- Illinois 5
- North Carolina 5
- New Jersey 4
- Ohio 4
- Utah 4
- Virginia 4
- Colorado 3
- Connecticut 3
- Washington 3
- Arizona 2
- Georgia 2
- Massachusetts 2
- Maryland 2
- Minnesota 2
- Oklahoma 2
- Alabama 1
- Arkansas 1
- Delaware 1
- Hawaii 1
- Iowa 1
- Idaho 1
- Indiana 1
- Kansas 1
- Michigan 1
- Missouri 1
- Nebraska 1
- New Hampshire 1
- Nevada 1
- Oregon 1
- Pennsylvania 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.
More trends