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The brand Mattel belongs to the Toys category.

Mattel holds a 5.32% market share in the Toys category.

FMCG brand market share data from Polish consumer shopping lists, updated weekly by Listonic.

Mattel

Toys
to receive information about changes in the popularity of this brand.
BRAND CHARTS
Udział procentowy marek w kategorii Toys
MarkaUdział procentowy
Hot Wheels61.76%
Barbie12.88%
Fisher Price10.02%
Vtech6.13%
Mattel5.32%
Play-Doh1.02%
Schleich1.02%
Zapf Creation1.02%
Playmobil0.82%
Woopie0.00%

Brand Mattel percentage share in the category Toys in the last month

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The chart shows data for the 4 weeks leading up to the selected date. The information is updated every Monday and includes data up to Sunday.
5.32%Mattel
ALL BRANDS
Historyczny udział procentowy marek w kategorii Toys (miesięcznie)
MiesiącMattelPlay-DohPlaymobilVtechSchleichZapf CreationWoopieFisher PriceBarbieHot Wheels
2024-09-01T00:00:002.21%3.68%3.68%0.74%2.21%0.00%0.74%3.68%36.76%46.32%
2024-10-01T00:00:002.14%4.28%1.53%0.31%2.75%0.61%0.00%2.45%47.40%38.53%
2024-11-01T00:00:0010.29%8.00%3.03%1.75%1.29%2.21%0.09%7.35%25.74%40.26%
2024-12-01T00:00:007.28%4.80%5.86%0.53%1.42%1.07%0.71%2.49%22.74%53.11%
2025-01-01T00:00:008.13%6.22%2.39%0.48%0.48%0.48%0.00%1.91%20.57%59.33%
2025-02-01T00:00:001.69%2.12%2.12%0.42%24.15%0.85%0.00%0.42%15.68%52.54%
2025-03-01T00:00:000.37%1.47%0.74%0.00%0.00%0.37%0.37%4.41%27.94%64.34%
2025-04-01T00:00:000.46%0.49%0.07%0.05%0.00%0.05%0.00%0.00%1.46%97.41%
2025-05-01T00:00:001.87%0.21%0.21%0.21%0.38%0.00%0.00%83.04%2.39%11.67%
2025-06-01T00:00:006.20%2.33%2.33%0.00%0.00%0.00%0.00%2.33%33.33%53.49%
2025-07-01T00:00:0011.79%1.03%2.56%0.00%1.03%1.54%0.00%0.00%15.90%66.15%
2025-08-01T00:00:008.15%1.48%2.96%0.00%0.00%1.48%0.00%0.00%31.11%54.81%
2025-09-01T00:00:000.40%0.80%3.21%0.00%0.40%0.80%0.00%0.00%42.57%51.81%
2025-10-01T00:00:0016.28%10.09%4.36%5.96%0.23%1.38%0.00%0.69%20.64%40.37%
2025-11-01T00:00:008.65%8.51%2.67%6.49%0.58%0.72%0.00%7.28%18.89%46.21%
2025-12-01T00:00:000.25%0.75%0.22%0.16%0.04%0.06%0.00%89.52%1.49%7.51%
2026-01-01T00:00:000.50%2.51%1.75%0.00%0.25%0.50%0.25%5.76%9.77%78.70%
2026-02-01T00:00:001.51%12.10%2.27%0.00%0.19%0.38%0.00%4.54%24.57%54.44%
2026-03-01T00:00:000.15%0.45%0.06%0.02%0.02%0.02%0.00%96.53%0.54%2.21%
2026-04-01T00:00:000.88%0.56%0.16%0.00%0.03%0.00%0.00%89.26%1.89%7.23%
2026-05-01T00:00:001.03%0.71%0.47%0.71%0.32%0.16%0.08%6.57%16.85%73.10%
2026-06-01T00:00:005.31%1.95%0.71%0.35%0.88%0.88%0.00%1.42%21.24%67.26%
2026-07-01T00:00:003.35%5.03%2.68%0.00%0.34%0.50%0.17%7.37%29.48%51.09%
2026-08-01T00:00:004.55%0.88%0.88%6.65%0.88%1.05%0.00%12.78%11.91%60.42%

Percentage share of tagged brands in individual months

How the share of the selected brands in the Toys category has changed over the months
The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.
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Range:
Mattel
Others
Hot Wheels
Barbie
Fisher Price
Vtech
Play-Doh
Schleich
Zapf Creation
Playmobil
Woopie

Sources of additions to shopping lists

Shows the monthly share of sources from which users added products of the brand Mattel from the Toys category to shopping lists.
The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.
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Range:
Manual entry (organic)
Leaflets
Advertising
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 purchase
59.7 h
Toys
Type Supplementary | 36–72 h
Products planned a short time ahead, usually purchased within 2–3 days of being added to the list. This is routine stock replenishment as part of the next regular shopping trip.
Comparison with the other subcategories in “Toys and construction set ”
Toys
59.7 h
Median of the Toys and construction set category: 106.9 h
Blocks
154.2 h

Real Purchase Rate

(RPR)
Shows what percentage of products added to shopping lists were actually purchased.Annual data
75.2%
Budynie i kaszkiShows what percentage of products added to shopping lists were actually purchased.
Brand Loyalty Index (BLI) marki w kategorii Toys (miesięcznie)
MiesiącBLI (%)
2024-09-01T00:00:006.26%
2024-10-01T00:00:0012.35%
2024-11-01T00:00:0021.66%
2024-12-01T00:00:0011.66%
2025-01-01T00:00:007.58%
2025-02-01T00:00:009.90%
2025-03-01T00:00:0011.40%
2025-04-01T00:00:0059.47%
2025-05-01T00:00:0046.37%
2025-06-01T00:00:004.15%
2025-07-01T00:00:005.30%
2025-08-01T00:00:003.95%
2025-09-01T00:00:0010.22%
2025-10-01T00:00:0014.35%
2025-11-01T00:00:0017.91%
2025-12-01T00:00:0063.26%
2026-01-01T00:00:0011.13%
2026-02-01T00:00:0018.54%
2026-03-01T00:00:0080.11%
2026-04-01T00:00:0056.26%
2026-05-01T00:00:0025.82%
2026-06-01T00:00:009.68%
2026-07-01T00:00:006.28%
2026-08-01T00:00:006.23%
-0.10%

BLI - Brand Loyalty Index

The Brand Loyalty Index (BLI) indicates the degree of Listonic app users attachment to individual brands. It shows what percentage of products in category Toys added to the Listonic shopping list are entered with the brand.
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Range:
Bezwzględna liczba dodań produktów z kategorii Toys (miesięcznie)
MiesiącDodania z markąWszystkie dodania z kategorii
2024-09-01T00:00:001362172
2024-10-01T00:00:003272647
2024-11-01T00:00:0010885023
2024-12-01T00:00:005634828
2025-01-01T00:00:002092758
2025-02-01T00:00:002362384
2025-03-01T00:00:002722385
2025-04-01T00:00:0040966888
2025-05-01T00:00:0023475062
2025-06-01T00:00:001293107
2025-07-01T00:00:001953682
2025-08-01T00:00:001353414
2025-09-01T00:00:002492436
2025-10-01T00:00:004363038
2025-11-01T00:00:0013877745
2025-12-01T00:00:001072016946
2026-01-01T00:00:003993585
2026-02-01T00:00:005292853
2026-03-01T00:00:001378717210
2026-04-01T00:00:0037606683
2026-05-01T00:00:0012644895
2026-06-01T00:00:005655836
2026-07-01T00:00:005979506
2026-08-01T00:00:005719171

Additions of a product from category Toys

Absolute data on adding products from category Toys with a brand compared to all additions from the category.
The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.
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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. The research sample includes 700,000 people monthly.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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