Toys and baby online shops brand awareness KPI ranking U.S. 2023

LEGO is the most well-known toys and baby online shop in the US. Famous for its interlocking plastic bricks, the Danish brand is recognized by 86 percent of internet respondents in the United States. Second on this list is the American brand shopDisney that incorporates a brand awareness of 76 percent. Build-A-Bear comes third in this list, followed by Five Below and Carter’s.

For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.

Leading toys and baby online shops ranked by brand awareness in the United States in 2023

Characteristic	Share of respondents
LEGO	86%
shopDisney	76%
Build-A-Bear	69%
Five Below	69%
Carter's	65%
American Girl	64%
OshKosh B'gosh	64%
Graco	60%
The Children's Place	59%
Justice	56%
Pottery Barn Kids	47%
buybuyBaby	45%
babylist	33%
Lakeshore	33%
ToyWiz	28%
albeebaby	27%
Lovevery	27%
PatPat	27%
Traxxas	26%

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Release date

September 2023

More information

Region

United States

Survey time period

August to September 2023

Number of respondents

1,247 respondents

Age group

18 to 64 years

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."

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