Mattel
ToysMattel ranks 4th of 10 brands in the Toys category with a 4.69% share over the last four weeks.
The category leader is Hot Wheels with a 49.41% share.
Its monthly share for October 2026 was 8.04%, compared with 1.32% the month before.
Its highest monthly share in the period shown, 16.28%, came in October 2025.
Data comes from the shopping lists of Listonic and Moja Gazetka app users and is updated weekly.
SUBCATEGORY CHARTS
Time to store
Shows how much time passes from adding a product from a given subcategory to a shopping list to the moment of purchase449 h(19 days)
Toys
Type Planned | Over 72 h
Products added well in advance and purchased during planned, less frequent shopping trips. The long time from list to purchase reflects a deliberate, cyclical decision.Blocks
74.3 h (3 days)
Median of the Toys and construction set category: 261.6 h (11 days)
Toys
449 h (19 days)
| Subcategory | RPR (%) |
|---|---|
| Toys | 79% |
| Blocks | 70% |
Real Purchase Rate (RPR)
The formula for calculating RPR
RPR =
Number of products marked as boughtNumber of products added to the list
x 100%| Miesiąc | BLI (%) |
|---|---|
| 2024-11-01T00:00:00 | 21.66% |
| 2024-12-01T00:00:00 | 11.66% |
| 2025-01-01T00:00:00 | 7.58% |
| 2025-02-01T00:00:00 | 9.90% |
| 2025-03-01T00:00:00 | 11.40% |
| 2025-04-01T00:00:00 | 59.47% |
| 2025-05-01T00:00:00 | 46.37% |
| 2025-06-01T00:00:00 | 4.15% |
| 2025-07-01T00:00:00 | 5.30% |
| 2025-08-01T00:00:00 | 3.95% |
| 2025-09-01T00:00:00 | 10.22% |
| 2025-10-01T00:00:00 | 14.35% |
| 2025-11-01T00:00:00 | 17.91% |
| 2025-12-01T00:00:00 | 63.26% |
| 2026-01-01T00:00:00 | 11.13% |
| 2026-02-01T00:00:00 | 18.54% |
| 2026-03-01T00:00:00 | 80.11% |
| 2026-04-01T00:00:00 | 56.26% |
| 2026-05-01T00:00:00 | 25.82% |
| 2026-06-01T00:00:00 | 9.68% |
| 2026-07-01T00:00:00 | 6.28% |
| 2026-08-01T00:00:00 | 6.23% |
| 2026-09-01T00:00:00 | 9.79% |
| 2026-10-01T00:00:00 | 7.39% |
-14.30%
The indicator shows the difference between the last and first month within a selected range
BLI - Brand Loyalty Index
The formula for calculating BLI
BLI =
Number of additions Toys with the brandAll additions Toys
x 100%Show data up to:
Range:
| Miesiąc | Dodania z marką | Wszystkie dodania z kategorii |
|---|---|---|
| 2024-11-01T00:00:00 | 1088 | 5023 |
| 2024-12-01T00:00:00 | 563 | 4828 |
| 2025-01-01T00:00:00 | 209 | 2758 |
| 2025-02-01T00:00:00 | 236 | 2384 |
| 2025-03-01T00:00:00 | 272 | 2385 |
| 2025-04-01T00:00:00 | 4096 | 6888 |
| 2025-05-01T00:00:00 | 2347 | 5062 |
| 2025-06-01T00:00:00 | 129 | 3107 |
| 2025-07-01T00:00:00 | 195 | 3682 |
| 2025-08-01T00:00:00 | 135 | 3414 |
| 2025-09-01T00:00:00 | 249 | 2436 |
| 2025-10-01T00:00:00 | 436 | 3038 |
| 2025-11-01T00:00:00 | 1387 | 7745 |
| 2025-12-01T00:00:00 | 10720 | 16946 |
| 2026-01-01T00:00:00 | 399 | 3585 |
| 2026-02-01T00:00:00 | 529 | 2853 |
| 2026-03-01T00:00:00 | 13787 | 17210 |
| 2026-04-01T00:00:00 | 3760 | 6683 |
| 2026-05-01T00:00:00 | 1264 | 4895 |
| 2026-06-01T00:00:00 | 565 | 5836 |
| 2026-07-01T00:00:00 | 597 | 9506 |
| 2026-08-01T00:00:00 | 571 | 9171 |
| 2026-09-01T00:00:00 | 680 | 6945 |
| 2026-10-01T00:00:00 | 572 | 7741 |
Additions of a product from category Toys
The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.
Show data up to:
Range:
Number of additions Toys
Number of additions Toys with the brand
The data for the analysis comes from shopping lists in Listonic and Moja Gazetka. The study has been supplemented with data from Moja Gazetka since October 2024.From June 2026 the method of counting additions has been refined: re-marking a product as to buy after it was previously checked off as bought (an "uncheck") now also counts as an addition to the list. This change affects data from June 2026 onwards – worth bearing in mind when comparing with earlier periods.
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