---
title: "Toy Story Figures — £96K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/toy-story-figures"
last_updated: "2026-07-31T14:04:28.842Z"
locale: en
meta:
description: "Niche score 60/100 · £96K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 60/100 · £96K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Toy Story Figures — £96K/yr Amazon UK Niche (2026) - Flapen"
---
# **toy story figures**
**Worth a look**
Shows demand growing +103.1% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 24Growth 92Conversion 28Competition 92Returns 89Price range 71Avg price 79Brand share 25Review moat 59Quality gap 43
**Growth**
**Great****+103.1%**
90-day search growth — must beat 0% to launch
**Competition**
**Great****23%**
top-5 click share — an open shelf
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£16.52**
avg listing price — sweet spot $15–$100
**Price range**
**Good****£5.32–£38.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****1,150.77**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.2%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****90%**
top-5 brand share — brand-locked demand
**Market size**
**Bad****£96K**
£96K/yr · 264K searches
**Signals**[** Trending**](https://flapen.com/research/niches?market=uk&signal=trending "Search growth > 100% (90d)") [** Out of Stock**](https://flapen.com/research/niches?market=uk&signal=out_of_stock "OOS rate > 10%")
According to Flapen's Amazon United Kingdom niche tracking, toy story figures is a £96K/yr Amazon United Kingdom market (264K searches/yr). The top 5 brands hold 90% of demand. Verdict: Worth a look — 60/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **toy story figures market data**
- **Units sold / yr**
- **5K–6K**
- avg 0–100/product
- **Revenue / yr**
- **£83K–£99K**
- units × avg price
- **Conversion rate**
- **2.2%**
- **Avg BSR**
- **#180**
- **Page quality**
- **0%**
- **Prime**
- **94%**
- **Sponsored**
- **85%**
- **Out of stock**
- **14.4%**
- **Avg brand age**
- **43 months**
- **Avg seller age**
- **174 days**
## **Competition & brand share**
Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.
**Brands**
**15 **▲rising
**Sellers**
**145**
**Top-5 brand share**
**90%**
Top 20: 100%
**Top-5 click share**
**23%**
Top 20: 63%
**Open market**
**8%**
- Disney42% - Mattel22% - Disney Store21% - Mr. Potato Head3% - Fisher-Price2% - Just Play2% - Open — no brand owns it (9 brands, 8%)
## **Demand**
Weekly Amazon search volume, last 45 weeks — +103.1% search growth over the last 90 days.
50K30KSpike '25Black Friday '25Spike '26Sep '25Nov '25Dec '25Feb '26Mar '26May '26
[**Open Trend **](https://flapen.com/research/uk/fashion/toy-story-figures/trend)
## **Top toy story figures search terms**
- **toy story figures**225K/yr+101.7%1.2% conv. - **toy story characters**13K/yr+101.8%1.0% conv. - **toy story mini figures**8K/yr+144.8%0.4% conv. - **toy story figures set**10K/yr+104.2%0.9% conv. - **toy story toy set**7K/yr+93.4%0.1% conv. [**All search terms **](https://flapen.com/research/uk/fashion/toy-story-figures/search-terms)
## **Top toy story figures 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%£2K4%£4K6%£6K8%£8K1101001K10K100K 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**Disney Store Official Sheriff Woody Interactive Talking Action Figure Pixars Toy Story 39cm/15 Pull string Cowboy Doll Featuring 15+ English Phrases Interacts with Other Characters Ages 3+**Disney Store**£31.10**4.4★2,772 rev](https://www.amazon.co.uk/dp/B0DLH5JYBD) [2**Disney Store Official Toy Story (Pixar) Figure Set 8 Toys Including Buzz Lightyear Woody Jessie Bullseye Rex Hamm Alien & Stinky Pete Suitable for Age 3+**Disney Store**£24.89**4.3★415 rev](https://www.amazon.co.uk/dp/B0F1DFNG57) [3**Disney Pyjamas | 2 Pack Buzz Lightyear & Woody Boys Pyjamas | Toy Story Pyjamas for Kids Multicoloured 4-5 Years**Disney**£20.26**4.6★2,004 rev](https://www.amazon.co.uk/dp/B07HY975XS) [4**Mattel Disney and Pixar Toy Story 5 Woody Action Figure**Mattel**£8.28**4.8★669 rev](https://www.amazon.co.uk/dp/B0FDH2CB79) [5**Disney Store Official Buzz Lightyear Interactive Talking Action Figure Pixars Toy Story 36cm/14 Space Ranger Toy Featuring 15+ English Phrases Interacts with Other Characters Ages 3+**Disney Store**£31.09**4.4★2,772 rev](https://www.amazon.co.uk/dp/B0DLH5XMRH)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Disney Toy Story Jessie Girls Brown Red Backpack | Zip-Up School Bag with Padded Shoulder Straps | Front Pocket & Mesh Side Pocket | Graphic Character Print Rucksack Merch**Disney**£12.77**8 rev1mo ago](https://www.amazon.co.uk/dp/B0H3C4V2Q9) [**Disney Toy Story Pyjamas Jessie Woody Bullseye & Lilypad Girls Pyjamas Short Sleeve Girls Pjs Set Age 3-4 Years Pink**Disney**£14.15**13 rev2mo ago](https://www.amazon.co.uk/dp/B0GZM2NVLJ) [**Disney Toy Story Pyjamas Jessie Woody Bullseye & Lilypad Girls Pyjamas Short Sleeve Girls Pjs Set Age 4-5 Years Pink**Disney**£14.12**13 rev2mo ago](https://www.amazon.co.uk/dp/B0GZM77BQH) [**Mattel Disney and Pixar Toy Story 5 Woody Action Figure**Mattel**£8.28**669 rev2mo ago](https://www.amazon.co.uk/dp/B0FDH2CB79) [**Mattel Disney and Pixar Toy Story 5 Interactables Woody**Mattel**£15.00**213 rev2mo ago](https://www.amazon.co.uk/dp/B0FK1LT1WG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mattel Disney and Pixar Toy Story 5 Jessie & Bullseye**Mattel**£16.23**4.8★**▲ 69%**](https://www.amazon.co.uk/dp/B0FK11STJK) [**Disney Toy Story Pyjamas Jessie Woody Bullseye & Lilypad Girls Pyjamas Short Sleeve Girls Pjs Set Age 3-4 Years Pink**Disney**£14.15**4.5★**▲ 69%**](https://www.amazon.co.uk/dp/B0GZM2NVLJ) [**Mattel Disney and Pixar Toy Story 5 Woody Action Figure**Mattel**£8.28**4.8★**▲ 68%**](https://www.amazon.co.uk/dp/B0FDH2CB79) [**Mattel Disney and Pixar Toy Story 5 Interactables Woody**Mattel**£15.00**4.5★**▲ 68%**](https://www.amazon.co.uk/dp/B0FK1LT1WG) [**Mattel Disney and Pixar Toy Story 5 Rex Action Figure**Mattel**£8.60**4.8★**▲ 68%**](https://www.amazon.co.uk/dp/B0FHKMK8F6)
**~~View all trending →~~**
## **What buyers say about toy story figures**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**22%
*“Amazing toy”*
**Quality-Overall**17%
*“The build quality genuinely feels excellent”*
**Size-Overall**13%
*“Great size to take places”*
**Value For Money**10%
*“Excellent value for money”*
**Gifting Purpose**5%
*“Great gift”*
**Strength**4%
*“sturdy build”*
**Advertised Vs Actual Product**3%
*“Exactly as described”*
**Smell**2%
*“The fragrance is amazing”*
**Design-Overall**2%
*“Great detail, sturdy build and potential for interactive fun”*
**Collectibles**2%
*“as a collection they come to life”*
### **What buyers complain about **
**Size-Overall**24%
*“The toy is tiny”*
**Durability**13%
*“Not long lasting”*
**Value For Money**13%
*“Expensive for what they are”*
**Quality-Overall**4%
*“disappointing as the item is not cheap”*
**Audio Quality**4%
*“I do feel like the voice is not quite the same as Tom Hanks from the films”*
**Functionality-Overall**3%
*“Didnt work”*
**Strap/String Quality**2%
*“the pull cord as broken already”*
**Ease Of Cleaning**2%
*“the PJs are dirty”*
**Strength**2%
*“A kid cant break them there strong”*
**Brightness/Shine/Glow**2%
*“Dont glow in dark”*
### **Top return reasons **
**Size-Overall**34%
**Functionality-Overall**16%
**Defective Material/Parts**7%
**Touch/Button Controls**5%
**Quality-Overall**5%
**Gifting Purpose**4%
**Durability**4%
**Strap/String Quality**4%
**Value For Money**3%
**Mechanism Issues**2%
## **Common questions**
- **Is toy story figures profitable to sell on Amazon United Kingdom?**
- The niche generates £96K/yr across 71 tracked products. 15 of 42 products launched in the last 360 days are still selling. 90-day search growth is +103.1%. Flapen's verdict: Worth a look (60/100).
- **How competitive is the toy story figures niche?**
- 15 brands and 145 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 90% of demand.
- **What do buyers complain about in toy story figures?**
- Top complaints mined from reviews: Size-Overall, Durability, Value For Money. The return rate is 1.3%.
- **What does it cost to enter the toy story figures niche?**
- Listings span £5.32–£38.64; the average listing price is £16.52 (sweet spot $15–$100). The average incumbent carries 1,151 reviews — the moat a new listing must climb.
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