Toys
The “Toys” subcategory includes 10 brands present on Polish shopping lists in the Listonic and Moja Gazetka apps. Click a brand to see its detailed analysis, or scroll down to check the subcategory's overall shopping trends, its position relative to others, and the source of additions. Data updated monthly.
Toys – shopping list additions
99 116in Nov '25–Oct '26
↑ 120.2% YoYYoY = (Nov '25–Oct '26 vs Nov '24–Oct '25)Rank in category
1/2
of 2 subcategoriesOrganic additions
50.5%
Ads 28.7% | Leaflets 20.8%1. “Toys” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Toys | Blocks |
|---|---|---|
| Nov '25 | 7745 | 2642 |
| Dec '25 | 16946 | 1713 |
| Jan '26 | 3585 | 482 |
| Feb '26 | 2853 | 936 |
| Mar '26 | 17210 | 1284 |
| Apr '26 | 6683 | 739 |
| May '26 | 4895 | 1194 |
| Jun '26 | 5836 | 585 |
| Jul '26 | 9506 | 807 |
| Aug '26 | 9171 | 1207 |
| Sep '26 | 6945 | 1175 |
| Oct '26 | 7741 | 1447 |
Toys – monthly seasonality (index, 100 = average)
Shows which months are "hot" or "slow" for this category. Same-named months from different years are averaged together (e.g. every January), then each of those averages is compared to the average across all months. 100 = typical level, above 100 = peak season, below 100 = slower season, 0 = no data for that month.
| Month | Toys – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 53 |
| Feb | 44 |
| Mar | 163 |
| Apr | 113 |
| May | 83 |
| Jun | 74 |
| Jul | 110 |
| Aug | 105 |
| Sep | 78 |
| Oct | 90 |
| Nov | 106 |
| Dec | 181 |
Toys is growing faster than any of the comparable subcategories: from November 2025 to October 2026, shoppers added it to shopping lists in the Listonic and Moja Gazetka apps 99,116 times. Over the same period, growth was 120.2% year over year, compared with 79.9% for Building blocks. By number of additions, Toys ranked first of the two subcategories in the Toys and Building Blocks category from November 2025 to October 2026. The most frequently added brand over that period was Fisher Price (26,802 additions), followed by Hot Wheels and Barbie. The seasonal peak comes in December (index 181), while the low is in February (44).
2. How do Poles plan to buy in the “Toys” subcategory?
SourcesToys – source mix
| Sources | Value |
|---|---|
| From leaflets | 20568 |
| From ads | 28460 |
| Organic | 50088 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Toys | 20.75 | 28.71 | 50.54 |
| Blocks | 58.36 | 3.01 | 38.63 |
Toys – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Nov '25 | 4098 | 350 | 3297 |
| Dec '25 | 2837 | 10196 | 3913 |
| Jan '26 | 850 | 627 | 2108 |
| Feb '26 | 1154 | 0 | 1699 |
| Mar '26 | 1590 | 13766 | 1854 |
| Apr '26 | 981 | 3350 | 2352 |
| May '26 | 2442 | 99 | 2354 |
| Jun '26 | 1200 | 1 | 4635 |
| Jul '26 | 1060 | 15 | 8431 |
| Aug '26 | 1098 | 22 | 8051 |
| Sep '26 | 1428 | 14 | 5503 |
| Oct '26 | 1830 | 20 | 5891 |
Organic additions dominate, and advertising's share is higher than in Building blocks: from November 2025 to October 2026, organic additions accounted for 50.5%, ad-driven additions for 28.7%, while advertising's share in Building blocks was 3.0%. Over the same period, leaflet-driven additions accounted for 20.8%.
