toy phone
Worth a lookShows low returns (1.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Great1.1%return rate — above 5% kills the launch gate
Brand share
Great52%top-5 brand share — no brand owns this niche
Competition
Great37%top-5 click share — an open shelf
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Price range
Okay£5.29–£23.75cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay2,286.79avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£10.51avg listing price — sweet spot $15–$100
Market size
Okay£107K£107K/yr · 233K searches
Growth
Bad-8.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, toy phone is a £107K/yr Amazon United Kingdom market (233K searches/yr). The top 5 brands hold 52% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 56/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
toy phone market data
- Units sold / yr
- 8K–10K
- avg 100–250/product
- Revenue / yr
- £84K–£105K
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #173
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 14.8%
- Avg brand age
- 31 months
- Avg seller age
- 189 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
26 falling
Sellers
76
Top-5 brand share
52%
Top 20: 96%
Top-5 click share
37%
Top 20: 78%
Open market
42%
- Aolso13%
- JOYIN12%
- ZBATHTOY12%
- VoMii8%
- VTech7%
- UCIDCI6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.3% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.0×
Top toy phone search terms
- toy phone63K/yr
- baby phone24K/yr
- baby phone toy12K/yr
- toy mobile phone13K/yr
- toy phone for 1 year old13K/yr
- toddler phone14K/yr
- kids toy phone12K/yr
- toy phone for 3 year old9K/yr
- baby toy phone7K/yr
- baby mobile phone toy7K/yr
Top toy phone products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aolso Baby Phone - Toy for 1-6 Year Old Boys & Girls Music Mobile Phone Toy Gifts for Toddler Age 1-2 Birthday Present (Black)
Aolso£6.553.7★864 rev
Toy Phone for Baby Phone Toy 6 to 12 months Baby Mobile Phone for 1-3 Year Old Toddler Boys Girls Play Phone Toy 1 2 3 Baby Fake Phone Toys Gifts for Toddler Boys Girls 1 2 3
ZBATHTOY£6.603.5★133 rev
JOYIN Kids Smart Phone Toys & Remote Control 1 2 3 4 5 6+ Year Old Boys Girls Christmas Birthday Gifts for Kids Blue Learning Remote and Phone Bundle with Music Toddler Learning Toys
JOYIN£12.874.6★11,099 rev
Teething Toys for Baby 3 6 12 18 Months Realistic Remote Control and Phone Teether Toys Baby Chew Toys Food Grade Silicone Teething Toys for Infants BPA Free for Babys Gum Relief
VoMii£7.704.5★532 rev
VTech Bluey Ring Ring Learning Phone Official Bluey Toy Interactive Role Play Phone Toy Phone with Voice Activation Games & Numbers Educational Gift for Children Ages 3 4+ Years English Version
VTech£10.514.6★651 rev
Newest
by launch date
Baby Silicone Phone Teether Realistic Mobile Phone Teething Toy for Baby 3 6 12 18 Months Babys Chew Toys Food Grade Silicone Teething Toys for Infants BPA Free for Babies Gum Relief
VoMii£5.58532 rev
Toy Phone Baby Phone Toy for 1-6 Year Old Boys Girls Music Fake Mobile Phone Toy Gifts for Toddler Age 2 3 4 5 Play Phone Toys Gifts for Boys Girls Kids Age 6M+
ZBATHTOY£7.0114 rev
Toy Phone Baby Mobile Phone for Kids Age 1-6 Year Old Fake Kids Phone for 2 3 4 5 Boys Girls Baby Phone Birthday Presengt Gift for Toddler Boys Girls Age 6M+ (black)
CARROUSEL£6.3119 rev
Toy Phone Baby Phone for 1-3 Year Old Boys Girls Play Fake Mobile Phone Toy for Kids Age 1 2 3 4 5 6 Toy Phone Gift for Toddler Boys Girls Birthday Present Age 6M+
CARROUSEL£6.7719 rev
Manttely Kids Phone 3.5 Spider Toy Phone for 3 4 5 6 7 8 9 Year Old Boys Gifts Toys Age 3-9 Christmas Birthday Gifts for Boys Dual Camera Storytelling Music Player
Manttely£23.7594 rev
Trending
90-day click momentumBaby Silicone Phone Teether Realistic Mobile Phone Teething Toy for Baby 3 6 12 18 Months Babys Chew Toys Food Grade Silicone Teething Toys for Infants BPA Free for Babies Gum Relief
VoMii£5.584.5★
Toy Phone Baby Phone Toy for 1-6 Year Old Boys Girls Music Fake Mobile Phone Toy Gifts for Toddler Age 2 3 4 5 Play Phone Toys Gifts for Boys Girls Kids Age 6M+
ZBATHTOY£7.014.5★
Toy Phone Baby Mobile Phone for Kids Age 1-6 Year Old Fake Kids Phone for 2 3 4 5 Boys Girls Baby Phone Birthday Presengt Gift for Toddler Boys Girls Age 6M+ (black)
CARROUSEL£6.313.7★
Kids Phone Toys Christmas Birthday Gifts for 3 4 5 6 7 8 years old Girls Boys 2.8 Touchscreen Toddler Learning Toys Preschool Travel Toy Dual Camera Games Music 8G SD Card Purple
Bteng£19.644.3★
Toy Phone Baby Phone for 1-3 Year Old Boys Girls Play Fake Mobile Phone Toy for Kids Age 1 2 3 4 5 6 Toy Phone Gift for Toddler Boys Girls Birthday Present Age 6M+
CARROUSEL£6.773.7★
What buyers say about toy phone
What buyers praise and complain about, mined from review topics.What buyers love
“Good toy”
“Great build quality and very engaging”
“Great value”
“it makes a good gift”
“Good size”
“As described”
“Good for kids”
“Easy to use”
“Has so many educational functions plus games”
“its very quiet”
What buyers complain about
“Stopped working just after 2 uses”
“Shockingly low quality”
“Very cheap”
“it is a very loud device”
“It does not stay on when not in use”
“Too small”
“Didnt work wouldnt charge”
“Sound quality not great”
“the screen touch buttons are a bit hard to press for little ones in my opinion”
“The battery is awful”
Top return reasons
Common questions
- Is toy phone profitable to sell on Amazon United Kingdom?
- The niche generates £107K/yr across 42 tracked products. 1 of 9 products launched in the last 360 days are still selling. 90-day search growth is -8.3%. Flapen's verdict: Worth a look (56/100).
- How competitive is the toy phone niche?
- 26 brands and 76 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 52% of demand.
- What do buyers complain about in toy phone?
- Top complaints mined from reviews: Durability, Quality-Overall, Value For Money. The return rate is 1.1%.
- When does demand for toy phone peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.0× the quietest.
- What does it cost to enter the toy phone niche?
- Listings span £5.29–£23.75; the average listing price is £10.51 (sweet spot $15–$100). The average incumbent carries 2,287 reviews — the moat a new listing must climb.