---
title: "How to Train Your Dragon Toys — £286K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/how-to-train-your-dragon-toys"
last_updated: "2026-07-31T16:29:24.401Z"
locale: en
meta:
description: "Niche score 50/100 · £286K/yr market · 2.1M searches/yr · £14.37 avg price. Weak search conversion (1.0%) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £286K/yr market · 2.1M searches/yr · £14.37 avg price. Weak search conversion (1.0%) keeps it on the watch list. Data updated Jul 2026."
"og:title": "How to Train Your Dragon Toys — £286K/yr Amazon UK Niche (2026) - Flapen"
---
# **how to train your dragon toys**
**Worth a look**
Shows a fragmented shelf (top 5 take 27% of clicks), but weak search conversion (1.0%) keeps it on the watch list.
Market size 50Growth 20Conversion 12Competition 88Returns 86Price range 85Avg price 70Brand share 17Review moat 86Quality gap 22
**Competition**
**Great****27%**
top-5 click share — an open shelf
**Review moat**
**Great****287.41**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Price range**
**Great****£5.99–£74.96**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Good****£14.37**
avg listing price — sweet spot $15–$100
**Market size**
**Good****£286K**
£286K/yr · 2.1M searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-9.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Conversion**
**Bad****1.0%**
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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KHoliday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Apr, May, Jun, Jul, Nov, Dec · busiest ÷ quietest = 3.9×
[**Open Trend **](https://flapen.com/research/uk/fashion/how-to-train-your-dragon-toys/trend)
## **Top how to train your dragon toys search terms**
- **how to train your dragon**1.6M/yr-4.1%0.1% conv. - **how to train your dragon toys**222K/yr-28.8%2.6% conv. - **toothless**118K/yr-22.0%1.4% conv. - **how to train your dragon lego**35K/yr-24.2%0.6% conv. - **toothless dragon**14K/yr-12.9%2.2% conv. - **how to train your dragon figures**13K/yr-21.5%2.8% conv. - **toothless toy**26K/yr-49.4%4.3% conv. - **how to train your dragon toy**11K/yr-37.5%4.3% conv. - **how to train a dragon**11K/yr-28.9%0.4% conv. - **lego how to train your dragon**12K/yr-24.3%0.4% conv. [**All search terms **](https://flapen.com/research/uk/fashion/how-to-train-your-dragon-toys/search-terms)
## **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.
0%2%£6K4%£11K6%£17K8%£23K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£13.37**4.8★42 rev](https://www.amazon.co.uk/dp/B0F9PCSYB9) [2**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**£12.19**5.0★32 rev](https://www.amazon.co.uk/dp/B0FPZ5866D) [3**How To Train Your Dragon Boys Hoodie Toothless Kids Hoodie Dragon Hooded Sweatshirt Black 7-8 Years**How To Train Your Dragon**£19.66**4.7★238 rev](https://www.amazon.co.uk/dp/B0FBGV5D1Z) [4**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**£11.35**4.6★109 rev](https://www.amazon.co.uk/dp/B0F9YL4626) [5**How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 7-8 Years**How To Train Your Dragon**£12.66**4.5★127 rev](https://www.amazon.co.uk/dp/B0FPXGHBW3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Dreamworks Dragons Monstrous Nightmare & Snotlout Action Figures Duo**Spin Master**£17.67**85 rev7mo ago](https://www.amazon.co.uk/dp/B0FJMRKBZM) [**Dreamworks Dragons Rumblehorn & Stoick Action Figures Viking Rider Duo**Spin Master**£12.40**63 rev7mo ago](https://www.amazon.co.uk/dp/B0FJMQWNVS) [**Dreamworks Dragons Figure DrgnVkngToothlessHiccup S2V2**Spin Master**£11.17**50 rev7mo ago](https://www.amazon.co.uk/dp/B0FF4PWC9W) [**How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 7-8 Years**How To Train Your Dragon**£12.66**127 rev10mo ago](https://www.amazon.co.uk/dp/B0FPXGHBW3) [**How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 11-12 Years**How To Train Your Dragon**£12.45**127 rev10mo ago](https://www.amazon.co.uk/dp/B0FPXHPZMY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£11.35**4.6★**▲ 288%**](https://www.amazon.co.uk/dp/B0F9YL4626) [**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**£12.19**5.0★**▲ 277%**](https://www.amazon.co.uk/dp/B0FPZ5866D) [**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**£11.48**4.6★**▲ 263%**](https://www.amazon.co.uk/dp/B0F9YLRP48) [**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**£13.37**4.8★**▲ 257%**](https://www.amazon.co.uk/dp/B0F9PCSYB9) [**How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 11-12 Years**How To Train Your Dragon**£12.45**4.5★**▲ 255%**](https://www.amazon.co.uk/dp/B0FPXHPZMY)
**~~View all trending →~~**
## **What buyers say about how to train your dragon toys**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**25%
*“it's well made”*
**Fun/Entertainment Experience**17%
*“Amazing toy”*
**Gifting Purpose**14%
*“Was a gift”*
**Value For Money**10%
*“Well worth it”*
**Size-Overall**9%
*“Good size”*
**Advertised Vs Actual Product**5%
*“As described”*
**Strength**3%
*“Looks sturdy and well made”*
**Collectibles**2%
*“same with this whole collection”*
**Soft Feel**2%
*“Soft and comfortable”*
**Design-Overall**1%
*“The How To Train Your Dragon logo underneath finishes the design nicely”*
### **What buyers complain about **
**Size-Overall**22%
*“This toy was a lot smaller than the picture shown”*
**Quality-Overall**17%
*“I was worried about the quality of the bag”*
**Strength**14%
*“a tiny bit flimsy”*
**Value For Money**10%
*“Quite expensive”*
**Gifting Purpose**4%
*“Not ideal if its being given as a gift”*
**Chain/Key Quality**4%
*“the loop is an awkward size to find a decent chain for”*
**Water Resistance**3%
*“Every time it is placed in the water”*
**Durability**3%
*“They simply fall over or come apart far too easily”*
**Ease Of Use**2%
*“the figures not that easy for them to clip on”*
**Audio Quality**2%
*“Loud mechanical sound”*
### **Top return reasons **
**Size-Overall**25%
**Functionality-Overall**14%
**Defective Material/Parts**12%
**Gifting Purpose**11%
**Advertised Vs Actual Product**5%
**Durability**4%
**Add-Ons/Attachments**4%
**Quality-Overall**3%
**Mechanism Issues**2%
**Value For Money**2%
## **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.
## **Related niches in Fashion**
- 69 [**mens boxers**](https://flapen.com/research/uk/fashion/mens-boxers)£2.8M/yr+21.3%**Launch it**- 70 [**sporran**](https://flapen.com/research/uk/fashion/sporran)£67K/yr+166.3%**Worth a look**- 70 [**racer back bra clip**](https://flapen.com/research/uk/fashion/racer-back-bra-clip)£52K/yr+181.5%**Worth a look**- 70 [**aviator sunglasses**](https://flapen.com/research/uk/fashion/aviator-sunglasses)£195K/yr+100.7%**Worth a look**- 70 [**gifts for colleagues**](https://flapen.com/research/uk/fashion/gifts-for-colleagues)£117K/yr+114.0%**Worth a look**- 70 [**mens shorts**](https://flapen.com/research/uk/fashion/mens-shorts)£679K/yr+220.7%**Worth a look**[**All Fashion niches **](https://flapen.com/research/uk/fashion)