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
89 904in Sep '25–Aug '26
↑ 102.7% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
1/2
of 2 subcategoriesOrganic additions
47.9%
Ads 31.6% | Leaflets 20.5%1. “Toys” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Toys | Blocks |
|---|---|---|
| Sep '25 | 2436 | 306 |
| Oct '25 | 3038 | 914 |
| 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 |
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 | 57 |
| Feb | 47 |
| Mar | 175 |
| Apr | 121 |
| May | 89 |
| Jun | 80 |
| Jul | 118 |
| Aug | 112 |
| Sep | 41 |
| Oct | 51 |
| Nov | 114 |
| Dec | 195 |
Toys grew year over year, but its standing against other subcategories is unavailable: over 12 months, subcategory Toys recorded 89,904 additions over 12 months with 102.7% year-over-year growth. The supplied data does not include a precomputed comparison of growth pace with other subcategories.
2. How do Poles plan to buy in the “Toys” subcategory?
SourcesToys – source mix
| Sources | Value |
|---|---|
| From leaflets | 18430 |
| From ads | 28427 |
| Organic | 43047 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Toys | 20.5 | 31.62 | 47.88 |
| Blocks | 59.35 | 3.29 | 37.36 |
Toys – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 330 | 0 | 2106 |
| Oct '25 | 790 | 1 | 2247 |
| 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 |
Brands from the “Toys” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Fisher Price | 323 | 26215 | 82 |
| Hot Wheels | 3842 | 7 | 1035 |
| Barbie | 909 | 0 | 600 |
| Play-Doh | 436 | 0 | 20 |
| Mattel | 359 | 0 | 13 |
| Vtech | 179 | 0 | 6 |
| Playmobil | 25 | 0 | 127 |
| Zapf Creation | 12 | 0 | 35 |
| Schleich | 6 | 0 | 30 |
| Woopie | 0 | 0 | 3 |
Organic additions lead the source split, and paid additions exceed the other subcategory’s share: across 12 months, organic additions accounted for 47.9%, followed by ads at 31.6% and leaflets at 20.5%. The organic share was higher than in the only other subcategory, subcategory Blocks, where it was 37.4%. The ad share was also higher than in subcategory Blocks, where it was 3.3%.
