how to train your dragon toys
Worth a lookShows a fragmented shelf (top 5 take 27% of clicks), but weak search conversion (1.0%) keeps it on the watch list.
Competition
Great27%top-5 click share — an open shelf
Review moat
Great287.41avg incumbent reviews — the moat a new listing must climb
Returns
Great1.4%return rate — above 5% kills the launch gate
Price range
Great£5.99–£74.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£14.37avg listing price — sweet spot $15–$100
Market size
Good£286K£286K/yr · 2.1M searches
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-9.5%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, how to train your dragon toys is a £286K/yr Amazon United Kingdom market (2.1M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Apr–May–Jun–Jul–Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
how to train your dragon toys market data
- Units sold / yr
- 20K–25K
- avg 250–500/product
- Revenue / yr
- £287K–£359K
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #674
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 73%
- Out of stock
- 3.1%
- Avg brand age
- 28 months
- Avg seller age
- 175 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
15 falling
Sellers
196
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
27%
Top 20: 61%
Open market
6%
- How To Train Your Dragon60%
- Dreamworks Dragons23%
- Spin Master7%
- Dragons2%
- Top Trumps1%
- Funko1%
- Open — no brand owns it (9 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.5% search growth over the last 90 days.Peak months: Apr, May, Jun, Jul, Nov, Dec · busiest ÷ quietest = 3.9×
Top how to train your dragon toys search terms
- how to train your dragon1.6M/yr
- how to train your dragon toys222K/yr
- toothless118K/yr
- how to train your dragon lego35K/yr
- toothless dragon14K/yr
- how to train your dragon figures13K/yr
- toothless toy26K/yr
- how to train your dragon toy11K/yr
- how to train a dragon11K/yr
- lego how to train your dragon12K/yr
Top how to train your dragon toys 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
How To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Black 11-12 Years
How To Train Your Dragon£13.374.8★42 rev
How To Train Your Dragon Boys Pyjamas | Nightwear Pjs Set with Toothless & Hiccup | Kids Sleepwear Ages 56 to 1213 Years (UK Age 12 Years 13 Years Regular Blue)
How To Train Your Dragon£12.195.0★32 rev
How To Train Your Dragon Boys Hoodie Toothless Kids Hoodie Dragon Hooded Sweatshirt Black 7-8 Years
How To Train Your Dragon£19.664.7★238 rev
How To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Blue 10-11 Years
How To Train Your Dragon£11.354.6★109 rev
How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 7-8 Years
How To Train Your Dragon£12.664.5★127 rev
Newest
by launch date
Dreamworks Dragons Monstrous Nightmare & Snotlout Action Figures Duo
Spin Master£17.6785 rev
Dreamworks Dragons Rumblehorn & Stoick Action Figures Viking Rider Duo
Spin Master£12.4063 rev
Dreamworks Dragons Figure DrgnVkngToothlessHiccup S2V2
Spin Master£11.1750 rev
How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 7-8 Years
How To Train Your Dragon£12.66127 rev
How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 11-12 Years
How To Train Your Dragon£12.45127 rev
Trending
90-day click momentumHow To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Blue 10-11 Years
How To Train Your Dragon£11.354.6★
How To Train Your Dragon Boys Pyjamas | Nightwear Pjs Set with Toothless & Hiccup | Kids Sleepwear Ages 56 to 1213 Years (UK Age 12 Years 13 Years Regular Blue)
How To Train Your Dragon£12.195.0★
How To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Blue 11-12 Years
How To Train Your Dragon£11.484.6★
How To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Black 11-12 Years
How To Train Your Dragon£13.374.8★
How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 11-12 Years
How To Train Your Dragon£12.454.5★
What buyers say about how to train your dragon toys
What buyers praise and complain about, mined from review topics.What buyers love
“it's well made”
“Amazing toy”
“Was a gift”
“Well worth it”
“Good size”
“As described”
“Looks sturdy and well made”
“same with this whole collection”
“Soft and comfortable”
“The How To Train Your Dragon logo underneath finishes the design nicely”
What buyers complain about
“This toy was a lot smaller than the picture shown”
“I was worried about the quality of the bag”
“a tiny bit flimsy”
“Quite expensive”
“Not ideal if its being given as a gift”
“the loop is an awkward size to find a decent chain for”
“Every time it is placed in the water”
“They simply fall over or come apart far too easily”
“the figures not that easy for them to clip on”
“Loud mechanical sound”
Top return reasons
Common questions
- Is how to train your dragon toys profitable to sell on Amazon United Kingdom?
- The niche generates £286K/yr across 75 tracked products. 2 of 22 products launched in the last 360 days are still selling. 90-day search growth is -9.5%. Flapen's verdict: Worth a look (50/100).
- How competitive is the how to train your dragon toys niche?
- 15 brands and 196 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in how to train your dragon toys?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Strength. The return rate is 1.4%.
- When does demand for how to train your dragon toys peak?
- Demand peaks in Apr–May–Jun–Jul–Nov–Dec; the busiest month runs 3.9× the quietest.
- What does it cost to enter the how to train your dragon toys niche?
- Listings span £5.99–£74.96; the average listing price is £14.37 (sweet spot $15–$100). The average incumbent carries 287 reviews — the moat a new listing must climb.