Top Toys & Games Stores (Ranked by Traffic)
The highest-traffic toys & games ecommerce stores ranked by monthly visits. Live data from 651 verified stores.
Dave TenIf you run a toys & games store, knowing who the biggest players are and what they do differently is the starting point for competitive analysis. This page ranks every toys & games store in our dataset by real traffic, then breaks down what the leaders have in common.
What is the biggest toys & games store?
The highest-traffic toys & games store is LEGO (lego.com), with 46,419,153 monthly visits as of 2026-04-11. For comparison, the average toys & games store in the dataset gets 311,182 visits per month.
Top 20 toys & games stores
| # | Store | Domain | Country | Visits/mo | Bounce |
|---|---|---|---|---|---|
| 1 | LEGO | lego.com | — | 46,419,153 | 37.1% |
| 2 | Cardmarket | cardmarket.com | DE | 22,751,021 | 20.8% |
| 3 | G2A.COM | g2a.com | US | 14,852,156 | 35.8% |
| 4 | Pokémon Center | pokemoncenter.com | US | 10,065,925 | 34.1% |
| 5 | Jellycat | jellycat.com | US | 6,933,564 | 40.2% |
| 6 | BigBadToyStore | bigbadtoystore.com | US | 5,901,809 | 36.6% |
| 7 | Mattel | mattel.com | US | 5,822,920 | 40.6% |
| 8 | Topps | topps.com | US | 4,100,572 | 45.0% |
| 9 | TheWrap | thewrap.com | US | 3,790,697 | 68.5% |
| 10 | Waitwhile | waitwhile.com | US | 2,847,440 | 43.4% |
| 11 | AmiAmi | amiami.com | US | 2,764,024 | 31.0% |
| 12 | Draftsim | draftsim.com | US | 2,619,655 | 52.5% |
| 13 | BizBuySell | bizbuysell.com | US | 2,346,145 | 36.3% |
| 14 | Hasbro | hasbro.com | US | 1,767,114 | 50.4% |
| 15 | Entertainment Earth | entertainmentearth.com | US | 1,566,185 | 49.6% |
| 16 | Sanrio | sanrio.com | US | 1,525,040 | 41.4% |
| 17 | Lovevery | lovevery.com | US | 1,515,835 | 50.9% |
| 18 | AMain Hobbies | amainhobbies.com | US | 1,417,325 | 36.5% |
| 19 | CrunchLabs | crunchlabs.com | US | 1,113,487 | 44.9% |
| 20 | Game Nerdz | gamenerdz.com | US | 1,069,718 | 37.1% |
What do the top toys & games stores have in common?
Looking across the top 20, a few patterns stand out:
- They engage visitors well. The average bounce rate across the top 20 is 0.4%, compared to 0.4% for the category overall and 0.5% dataset-wide.
- US dominates. 18 of the top 20 toys & games stores are based in US.
- Average mobile PSI score: 48. That's reasonable for the category, though there's room for improvement.
Toys & Games vs the rest of the dataset
| Metric | Toys & Games | All stores |
|---|---|---|
| Avg bounce rate | 0.4% | 0.5% |
| Avg pages/visit | 3.7 | 3.5 |
| Avg products | 201 | 194 |
| Avg monthly visits | 311,182 | 406,553 |
| Store count | 651 | 16,438 |
Where does toys & games traffic come from?
Understanding traffic sources helps explain toys & games engagement patterns. Categories with more organic search traffic tend to bounce less because visitors arrive with intent.
| Channel | Share |
|---|---|
| Direct | 0.4% |
| Organic search | 0.4% |
| Social | 0.1% |
| Paid | — |
| Referral | 0.1% |
Related research
Frequently asked questions
As of 2026-04-11, the highest-traffic toys & games store is LEGO (lego.com) with 46,419,153 monthly visits. The top 20 combined attract 141.2M+ visits per month.
Adamir Scout tracks 651 verified toys & games ecommerce stores with at least 10,000 monthly visits. This is 4.0% of the total dataset.
0.4% across 651 stores, compared to 0.5% dataset-wide. The top 20 stores average 0.4%.
On average, 0.4% from organic search, 0.4% direct, 0% paid, and 0.1% social.
Thanks for reading! Explore more research below.
Back to Insights