Best Selling Toys & Games Brands on Amazon

See the full list of Market Leaders In Amazon Toys & Games for April 1, and read the full analysis below

Last updated : April 1, 2026

Top Brands on the Toys & Games category

See which brands are leading the Toys & Games category on amazon.com. Analyze data on top brands, including their revenue, product views, and conversion rates, offering a clear picture of brand competitiveness within the category.

Top Brands

Apr 2026 vs. Apr 2025

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Brand	Revenue share	Change	Product views	Change	CVR	Change	ASP	Change
DJI	2.57%	0.60pp	4.9M	25.14%	1.15%	12.40%	$693.16	10.36%
Pokémon	0.57%	0.56pp	4.5M	24.28%	1.08%	8.14%	$79.92	4.95%
Schylling	0.47%	0.30pp	4.6M	19.87%	0.91%	10.27%	$562.22	1.05%
Tonies	0.67%	0.14pp	4.3M	22.25%	0.12%	10.87%	$174.02	10.36%
NEX	0.20%	0.13pp	1.3M	20.29%	1.15%	12.37%	$391.80	9.32%
DJI	2.57%	0.60pp	4.9M	25.14%	1.15%	12.40%	$693.16	10.36%
Pokémon	0.57%	0.56pp	4.5M	24.28%	1.08%	8.14%	$79.92	4.95%
Schylling	0.47%	0.30pp	4.6M	19.87%	0.91%	10.27%	$562.22	1.05%
Tonies	0.67%	0.14pp	4.3M	22.25%	0.12%	10.87%	$174.02	10.36%
NEX	0.20%	0.13pp	1.3M	20.29%	1.15%	12.37%	$391.80	9.32%
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Channels Breakdown & Performance

Understand where the top brands in the Toys & Games category get their traffic. This section breaks down the leading traffic sources, revealing which channels drive the most visibility and sales for top-performing brands.

60%

40%

20%

0

On site search org

OSS paid

Refferal

Social

See how top brands drive traffic and sales on Amazon.

See full channel breakdown

DJI

Pokémon

Schylling

Tonies

NEX

Top selling sub-categories in the Toys & Games category

Explore the breakdown of sub-categories within the Toys & Games category. This section provides insights into the performance of different sub-categories, helping to identify which segments are growing, which are most competitive, and where consumer interest is shifting.

Performance

Apr 2026 vs. Apr 2025

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Category	Unit sold	Change	Revenue	Change	Product views	Change
	84	6.02%	1.30%	2.67%	87	9.78%
	< 50	17.85%	12.50%	13.00%	85	9.28%
Balloons	79	9.78%	9.94%	7.30%	54	19.18%
Cake & Cupcake Toppers	59	15.13%	4.78%	9.99%	93	4.73%
Banners	Unlock full list >	5.79%	8.20%	10.93%	99	13.98%
	79	4.88%	9.79%	2.25%	55	7.85%
Multi-Item Party Favor Packs	Unlock full list >	6.36%	10.09%	4.60%	100	10.18%
	97	8.03%	5.65%	9.95%	56	5.30%
Plates	87	12.04%	6.96%	18.84%	65	7.43%
Cups	92	14.85%	9.61%	15.97%	100	8.47%
Napkins	Unlock full list >	6.87%	4.03%	9.65%	77	2.85%
Tablecovers	Unlock full list >	6.60%	14.89%	3.09%	66	2.53%
	100	9.39%	4.51%	18.38%	91	6.19%
Squeeze Toys	80	5.63%	8.97%	8.05%	57	2.03%
	99	17.49%	3.36%	9.96%	74	8.06%
Pop Fidget Toys	99	19.09%	2.32%	4.97%	73	9.55%
Fidget Spinners	76	8.63%	6.26%	7.19%	99	6.30%
Multi-Item Fidget Toy Packs	< 50	16.21%	6.81%	6.46%	60	6.90%
Fidget Blocks	70	9.37%	4.69%	9.94%	< 50	4.74%
Fidget Rings	Unlock full list >	9.61%	3.94%	11.16%	99	9.60%
	86	4.35%	7.11%	2.09%	64	6.25%
Slime Toys	< 50	5.37%	1.92%	1.36%	73	8.92%
Putty Toys	Unlock full list >	0.56%	6.60%	3.40%	99	4.13%
Miniatures	Unlock full list >	0.19%	4.58%	5.69%	67	5.21%
	86	10.24%	15.51%	2.12%	98	9.50%
	< 50	18.29%	12.92%	12.58%	< 50	9.37%
Paper Craft	69	9.63%	8.30%	9.66%	52	10.99%
Paint with Water Kits	100	4.45%	0.92%	8.56%	96	0.80%
Drawing	62	12.12%	6.38%	9.75%	< 50	6.34%
Jewelry	63	1.79%	2.45%	5.03%	84	9.92%
Wood	Unlock full list >	9.94%	9.12%	9.10%	93	13.74%
Stickers	77	6.78%	8.78%	1.44%	52	10.58%
	96	6.13%	0.77%	11.58%	98	13.32%
Coloring Pens & Markers	68	9.57%	4.67%	18.56%	< 50	6.28%
Crayons	66	9.70%	4.79%	18.70%	< 50	6.35%
Paints	54	2.02%	2.01%	10.13%	79	1.10%
Chalk	69	8.42%	6.22%	9.99%	89	6.31%
Colored Pencils	Unlock full list >	2.15%	4.62%	5.10%	57	6.08%
	67	9.20%	9.96%	5.76%	100	17.50%
Dough	60	0.43%	3.35%	8.22%	98	0.40%
Clay	Unlock full list >	7.36%	4.70%	9.80%	90	3.80%
	99	5.51%	0.94%	18.10%	90	0.87%
Doodle & Scribbler Boards	51	6.91%	11.01%	10.55%	89	1.26%
Magnetic & Mechanical Drawing Boards	100	8.09%	3.20%	12.31%	81	3.25%
Dry Erase Boards	< 50	3.62%	6.56%	3.08%	93	5.18%
Chalkboards	Unlock full list >	2.71%	1.43%	10.93%	< 50	1.70%
	53	14.77%	9.53%	16.05%	< 50	8.45%
	100	1.57%	2.39%	9.59%	94	0.70%
Dedicated Deck Card Games	90	7.75%	8.64%	5.45%	99	17.15%
Collectible Card Games	98	2.68%	5.85%	4.32%	99	3.92%
Standard Playing Card Decks	Unlock full list >	4.46%	7.19%	1.93%	< 50	6.43%
Board Games	71	9.54%	8.11%	9.74%	91	10.45%
	99	4.23%	4.87%	1.74%	69	14.35%
Bingo Equipment	83	10.07%	10.00%	13.81%	100	7.95%
Poker Equipment	68	0.00%	7.29%	2.76%	88	16.92%
Cards & Equipment	54	3.91%	2.32%	7.79%	60	8.58%
Casino Prize Wheels	78	3.60%	0.81%	0.73%	55	12.46%
Game Table Accessories	Unlock full list >	0.10%	7.77%	2.95%	56	19.50%
	< 50	9.89%	8.93%	9.27%	< 50	13.04%
	67	6.66%	3.75%	9.57%	88	2.47%
Pool Rafts & Inflatable Ride-ons	96	8.31%	9.97%	3.91%	100	6.39%
Pool Toys	86	4.58%	7.28%	1.77%	64	6.61%
Squirt Guns	79	7.36%	4.58%	1.80%	95	7.51%
Beach Balls	61	8.26%	5.88%	3.78%	< 50	6.46%
Sprinklers	Unlock full list >	8.89%	6.87%	5.56%	98	5.43%
	66	0.91%	16.45%	0.31%	< 50	9.30%
Bubble Makers	57	9.57%	0.23%	8.26%	97	1.47%
Bubble Solution	Unlock full list >	6.36%	9.57%	6.94%	99	9.55%
	93	13.41%	18.79%	4.87%	74	9.92%
Toy Basketball	< 50	2.93%	7.65%	3.73%	59	6.91%
Toy Balls	96	2.56%	7.25%	7.03%	100	10.00%
Toy Football	96	8.50%	9.72%	4.34%	54	14.95%
Toy Baseball	79	7.47%	9.19%	2.54%	100	12.13%
Toy Soccer	Unlock full list >	7.97%	13.11%	0.22%	63	8.95%
	82	3.42%	9.73%	8.85%	< 50	8.19%
Beach Toys	94	5.26%	10.21%	1.95%	100	8.02%
Sand & Water Tables	50	14.90%	9.66%	15.92%	70	8.49%
Sandboxes	Unlock full list >	10.00%	8.80%	12.93%	100	0.38%
	90	8.45%	6.16%	4.26%	72	6.19%
Foam Blasters	56	5.91%	0.35%	17.32%	52	0.28%
Foam Blaster Sets	94	3.42%	3.88%	18.28%	61	3.80%
Foam Ammunition	57	12.88%	6.00%	9.84%	92	3.94%
Vests	Unlock full list >	6.07%	8.84%	8.22%	99	1.70%
	84	6.02%	1.30%	2.67%	87	9.78%
	< 50	17.85%	12.50%	13.00%	85	9.28%
Balloons	79	9.78%	9.94%	7.30%	54	19.18%
Cake & Cupcake Toppers	59	15.13%	4.78%	9.99%	93	4.73%
Banners	Unlock full list >	5.79%	8.20%	10.93%	99	13.98%
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Top Products on the Toys & Games Category

Discover the most-viewed products in the Toys & Games category. This section highlights the top-performing products based on product views, revenue, and units sold, giving a snapshot of what’s driving consumer interest and purchases.

Top products

Apr 2026 vs. Apr 2025

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Product	Category	Brand	Product Views	Change	Revenue	Change	Units Sold	Change
Schylling NeeDoh Nice Ice Baby - Sensory Squeeze Toy - Super Solid Squish - 1.25" Wide - Color May Vary (Pack of 1)	...> Squeeze Toys	Schylling	2.9M	1247.60%	1.14%	5.82%	100	6.62%
Schylling NeeDoh Nice Cube -Sensory Squeeze Toy with Super Solid Squish - 2.25" Cube	...> Squeeze Toys	Schylling	2.6M	1399.31%	0.57%	19.31%	66	8.10%
Schylling NeeDoh Nice Cube -Sensory Squeeze Toy with Super Solid Squish - 2.25" Cube - Pink	...> Squeeze Toys	Schylling	1.4M	=	12.46%	1.25%	99	8.05%
Schylling NeeDoh Nice Cube -Sensory Squeeze Toy with Super Solid Squish - 2.25" Cube (Purple)	...> Squeeze Toys	Schylling	1.2M	=	10.10%	17.52%	< 50	7.30%
Pokémon TCG: Mega Evolution—Ascended Heroes Elite Trainer Box	...> Packs	Pokémon	775.9K	=	13.21%	11.66%	99	7.15%
Schylling NeeDoh Nice Ice Baby - Sensory Squeeze Toy - Super Solid Squish - 1.25" Wide - Color May Vary (Pack of 1)	...> Squeeze Toys	Schylling	2.9M	1247.60%	1.14%	5.82%	100	6.62%
Schylling NeeDoh Nice Cube -Sensory Squeeze Toy with Super Solid Squish - 2.25" Cube	...> Squeeze Toys	Schylling	2.6M	1399.31%	0.57%	19.31%	66	8.10%
Schylling NeeDoh Nice Cube -Sensory Squeeze Toy with Super Solid Squish - 2.25" Cube - Pink	...> Squeeze Toys	Schylling	1.4M	=	12.46%	1.25%	99	8.05%
Schylling NeeDoh Nice Cube -Sensory Squeeze Toy with Super Solid Squish - 2.25" Cube (Purple)	...> Squeeze Toys	Schylling	1.2M	=	10.10%	17.52%	< 50	7.30%
Pokémon TCG: Mega Evolution—Ascended Heroes Elite Trainer Box	...> Packs	Pokémon	775.9K	=	13.21%	11.66%	99	7.15%
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Top-level analysis of the Toys & Games category on amazon.com

During 2026-04-01T00:00:00, the Toys & Games category on amazon.com generated a total revenue of $1.5B.

The leading brands in this category are DJI, Pokémon, and Schylling, which stand out in terms of revenue and consumer engagement.

The top-performing product was Schylling NeeDoh Nice Ice Baby - Sensory Squeeze Toy - Super Solid Squish - 1.25" Wide - Color May Vary (Pack of 1), and it's the best-selling item in the category.