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Gruffalo Toy

Fail

Demand is soft, at -39.5% this quarter, so Gruffalo Toy is a Fail.

Flapen Score
44
44 / 100
Ranks 1,609 of 2,461 Fashion niches · −4 vs the category median of 48
Market size
£191K/yr219K searches / yr
90-day growth
-39.5%search demand this quarter
Competition
52%top-5 click share · 9 brands · 63 sellers

Flapen Score

Gruffalo Toy against its category

The dotted line is the Fashion average. Past it, Gruffalo Toy is stronger. Inside it, weaker.

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Gruffalo Toy market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Gruffalo Toy 219K times last year and spent an estimated £191K. The top 5 brands take 93% of clicks. Demand peaks in Nov–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

6.0% of searches ended in a purchase last week.

Shoppers searched for this 219K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.0% of those searches ended in a purchase. Searches in the last 90 days moved -39.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £191K a year.

Searches, last 12 months
219K
Growth, 90 days vs prior 90
-39.5%
Conversion, latest week
6.0%
Market size, estimated
£191Ka year
Peak month
December4.0× the quietest month
Top search term
gruffalo toy110K searches a year

02 · Price

A sale here is worth £14.40.

Listings sell for £14.40 on average, from £4.18 to £23.59. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 250 to 500 of them. At £14.40 that is £4K to £7K a year per listing.

Average price
£14.40under the $15 to $100 sweet spot
Price range
£4.18–£23.59
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
250–500
Revenue per listing a year
£4K–£7K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

55% of listings pay for placement with sponsored ads. 69% ship with Prime. On an average day, 11.8% of listings are out of stock. The average listing ranks #460 within Boys. It carries 689 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
55%
Prime listings
69%
Out of stock, average day
11.8%
Average rank
#460in Boys
Average rating
4.64 starsAmazon United Kingdom average 4.36 stars
Average reviews
689per listing
Listings tracked
29

04 · Newcomers

Amazon counts 1 of last year's 9 launches as successful.

9 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 50 months on average, so the names here are settling in.

Launched, last 12 months
9
Successful launches
1Amazon's first-year sales bar
Average brand age
50 months

Products

Top Gruffalo Toy products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 52% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£15K£23K£31K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

63

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

52%

Top 20: 90%

Open market

3%

  • AURORA44%
  • Gruffalo34%
  • Aurora World6%
  • Jumbo5%
  • Aurora4%
  • ZAC HOME4%
  • Open — no brand owns it (3 brands, 3%)

Demand

Gruffalo Toy search demand

Weekly searches over the year, seasonality beneath. Pick a range.

12K8KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 4.0×

Search terms

Top Gruffalo Toy search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • gruffalo toy110K/yr
  • gruffalo toys43K/yr
  • gruffalo teddy15K/yr
  • gruffalo figures13K/yr
  • gruffalo soft toy7K/yr
  • the gruffalo toy9K/yr
  • gruffalo figures set6K/yr
  • the gruffalo toys5K/yr
  • gruffalo plush4K/yr
  • gruffalo characters4K/yr

Reviews and returns

What reviews say buyers love and hate about Gruffalo Toy

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall62%−0.17

So disappointed that the Griffalo is so small

Comes up a little larger

Too small

Stitch/Finish/Polish6%−0.03

Seams starting to fray already

Durability3%−0.01

Arms ripped off on first day

Machine Wash Suitability3%−0.01

does not wash well

doesnt wash well

Advertised Vs Actual Product3%

Not as described

Love

Quality-Overall28%+1.48

Excellent quality and arrived quickly

Good quality, easy costume idea

Excellent quality

Value For Money20%+1.24

excellent value for money

Great value

Good price

Fun/Entertainment Experience17%+0.93

Cute toy

Great Toy

sturdy enough for daytime play

Soft Feel11%

Soft enough for bedtime

it's so soft

Fab soft toy

Size-Overall9%−0.17

nice size

it fits my grandson perfectly

great size for my 3 year old nephew

Return

0.9% Return rate 72% Fixable by listing

Size-Overall61%▇▇█▇▅▆

So disappointed that the Griffalo is so small

Comes up a little larger

Too small

Quality-Overall9%▃▁▂▂█▁

Bad quality

Gifting Purpose6%▂▂▂▁▂█
Advertised Vs Actual Product6%▄▄▄█▅▁

Not as described

Stitch/Finish/Polish5%▄█▁▅▁▄

Seams starting to fray already

FAQ

Common Gruffalo Toy questions

Answered from the same tracked data.