Growth
Smyths Toys Superstores 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 Smyths Toys Superstores'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
132 tracked Smyths Toys Superstores locations across 12 of the UK's 12 regions and nations.
Tracked stores by region
- North West 18
- South East 15
- East of England 14
- Yorkshire and The Humber 14
- West Midlands 12
- London 11
- South West 11
- Scotland 10
- East Midlands 8
- Wales 7
- North East 6
- Northern Ireland 6
Customer overlap
Who shops at Smyths Toys Superstores
Tracked chains Smyths Toys Superstores customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
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