Blocks
The “Blocks” subcategory includes 3 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.
Blocks – shopping list additions
11 966in Aug '25–Jul '26
↑ 63.9% YoYYoY = (Aug '25–Jul '26 vs Aug '24–Jul '25)Rank in category
2/2
of 2 subcategoriesOrganic additions
42.9%
Ads 2.2% | Leaflets 54.9%1. “Blocks” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Blocks | Toys |
|---|---|---|
| Aug '24 | 256 | 3208 |
| Sep '24 | 269 | 2172 |
| Oct '24 | 458 | 2647 |
| Nov '24 | 1567 | 5023 |
| Dec '24 | 1039 | 4828 |
| Jan '25 | 548 | 2758 |
| Feb '25 | 457 | 2384 |
| Mar '25 | 520 | 2385 |
| Apr '25 | 450 | 6888 |
| May '25 | 1043 | 5062 |
| Jun '25 | 270 | 3107 |
| Jul '25 | 423 | 3682 |
| Aug '25 | 364 | 3414 |
| Sep '25 | 306 | 2436 |
| Oct '25 | 914 | 3038 |
| Nov '25 | 2642 | 7745 |
| Dec '25 | 1713 | 16946 |
| Jan '26 | 482 | 3585 |
| Feb '26 | 936 | 2853 |
| Mar '26 | 1284 | 17210 |
| Apr '26 | 739 | 6683 |
| May '26 | 1194 | 4895 |
| Jun '26 | 585 | 5836 |
| Jul '26 | 807 | 9506 |
Blocks – 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 | Blocks – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 64 |
| Feb | 87 |
| Mar | 112 |
| Apr | 74 |
| May | 139 |
| Jun | 53 |
| Jul | 77 |
| Aug | 39 |
| Sep | 36 |
| Oct | 85 |
| Nov | 262 |
| Dec | 171 |
Blocks is growing with a strong late-year peak: The category recorded 63.9% year over year growth and 19,266 additions in the recent 12-month period, versus 128,291 additions for Toys. In July, Blocks rose from 423 to 807 additions year over year; Toys also increased from 3,682 to 9,506, so the direction matches the group. Seasonality is strongest in November at index 262 and weakest in April at index 36.
2. How do Poles plan to buy in the “Blocks” subcategory?
SourcesBlocks – source mix
| Sources | Value |
|---|---|
| From leaflets | 10572 |
| From ads | 421 |
| Organic | 8273 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Blocks | 54.87 | 2.19 | 42.94 |
| Toys | 17.58 | 26.68 | 55.74 |
Blocks – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Aug '24 | 0 | 0 | 256 |
| Sep '24 | 0 | 0 | 269 |
| Oct '24 | 123 | 0 | 335 |
| Nov '24 | 990 | 0 | 577 |
| Dec '24 | 475 | 0 | 564 |
| Jan '25 | 243 | 0 | 305 |
| Feb '25 | 224 | 0 | 233 |
| Mar '25 | 263 | 0 | 257 |
| Apr '25 | 156 | 0 | 294 |
| May '25 | 760 | 0 | 283 |
| Jun '25 | 34 | 0 | 236 |
| Jul '25 | 103 | 0 | 320 |
| Aug '25 | 53 | 0 | 311 |
| Sep '25 | 39 | 0 | 267 |
| Oct '25 | 566 | 0 | 348 |
| Nov '25 | 2021 | 0 | 621 |
| Dec '25 | 1134 | 0 | 579 |
| Jan '26 | 230 | 0 | 252 |
| Feb '26 | 696 | 0 | 240 |
| Mar '26 | 964 | 0 | 320 |
| Apr '26 | 481 | 0 | 258 |
| May '26 | 566 | 390 | 238 |
| Jun '26 | 242 | 29 | 314 |
| Jul '26 | 209 | 2 | 596 |
Brands from the “Blocks” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Lego | 7034 | 422 | 1345 |
| Cobi | 79 | 0 | 17 |
| Playmobil | 20 | 0 | 11 |
Leaflets give Blocks a distinctive activation profile: In the available 24-month mix, leaflets account for 54.87% of additions, organic activity for 42.94%, and ads for 2.19%. Compared with Toys, Blocks has a lower organic share than 55.74% and a higher leaflet share than 17.58%; its ad share is also below Toys' 26.68%.
