Most well-known toys and baby online shops in the UK 2023

Published by
Umair Bashir,
Apr 3, 2025
LEGO is the most well-known toys and baby online shop in the UK. Based in Billund, Denmark, the Danish brand is recognized by 92 percent of respondents in the United Kingdom. Second on this list is Smyths as the Irish brand incorporates a brand awareness of 84 percent. TheWorks.co.uk comes in third in this list, followed by Mamas & Papas.

For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.

Leading toys and baby online shops ranked by brand awareness in the United Kingdom in 2023

CharacteristicShare of respondents
LEGO 92%
Smyths 84%
TheWorks.co.uk 79%
Mamas & Papas 72%
Build-A-Bear 70%
Hamleys 68%
The Entertainer 66%
PoundToy 25%
My 1st Years 23%
Online4Baby 22%
Precious Little One 22%
Baby Planet 20%
Kiddies Kingdom 19%
Showing entries 1 to 13 (15 entries in total)
Created with Highcharts 7.2.2Share of respondents92%92%84%84%79%79%72%72%70%70%68%68%66%66%25%25%23%23%22%22%22%22%20%20%19%19%19%19%19%19%LEGOSmythsTheWorks.co.ukMamas & PapasBuild-A-BearHamleysThe EntertainerPoundToyMy 1st YearsOnline4BabyPrecious Little OneBaby PlanetKiddies KingdomChildsplay ClothingFrugi
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%85%90%95%100%105%

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Release date

September 2023

Region

United Kingdom

Survey time period

August to September 2023

Number of respondents

1,243 respondents

Age group

18 to 64 years

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."

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