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Bluey Figures

Fail

The top 5 brands take 100% of clicks, so Bluey Figures is a Fail.

Flapen Score
38
38 / 100
Ranks 1,216 of 1,773 Toys & Games niches · −6 vs the category median of 44
Market size
£131K/yr286K searches / yr
90-day growth
-21.3%search demand this quarter
Competition
53%top-5 click share · 4 brands · 106 sellers

Flapen Score

Bluey Figures against its category

The dotted line is the Toys & Games average. Past it, Bluey Figures is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Bluey Figures market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Bluey Figures 286K times last year and spent an estimated £131K. All 4 brands take every click. Demand peaks in Oct–Nov–Dec. Flapen scores it 38 out of 100, a Fail.

01 · Demand

2.8% of searches ended in a purchase last week.

Shoppers searched for this 286K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.8% of those searches ended in a purchase. Searches in the last 90 days moved -21.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £131K a year.

Searches, last 12 months
286K
Growth, 90 days vs prior 90
-21.3%
Conversion, latest week
2.8%
Market size, estimated
£131Ka year
Peak month
December3.4× the quietest month
Top search term
bluey figures146K searches a year

02 · Price

A sale here is worth £16.31.

Listings sell for £16.31 on average, from £7.52 to £33.05. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £16.31 that is £2K to £4K a year per listing.

Average price
£16.31inside the $15 to $100 sweet spot
Price range
£7.52–£33.05
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£2K–£4K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

68% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 3.6% of listings are out of stock. The average listing ranks #323 within Play Figures. It carries 3,559 reviews at 4.71 stars, so a new listing needs social proof before a better product.

Sponsored listings
68%
Prime listings
96%
Out of stock, average day
3.6%
Average rank
#323in Play Figures
Average rating
4.71 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,559per listing
Listings tracked
25

04 · Newcomers

Amazon counts 3 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 36 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
3Amazon's first-year sales bar
Average brand age
36 months

Products

Top Bluey Figures 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 53% of clicks. Leaders hold, but buyers still shop past them.

£0£13K£26K£39K£52K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

106

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

53%

Top 20: 93%

Open market

0%

  • Bluey96%
  • moose toys2%
  • Toomies1%
  • VTech1%

Demand

Bluey Figures search demand

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

13K8KSpike '25Black Friday '25SepOctNovDecJanFebMarAprMayJunJul

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.4×

Search terms

Top Bluey Figures search terms shoppers use

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

  • bluey figures146K/yr
  • bluey playset49K/yr
  • bluey figures set27K/yr
  • bluey characters20K/yr
  • bluey figure6K/yr
  • bluey muffin6K/yr
  • bluey set7K/yr
  • bluey play set6K/yr
  • muffin bluey5K/yr
  • bluey figurines4K/yr

Reviews and returns

What reviews say buyers love and hate about Bluey Figures

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

Complain

Size-Overall42%−0.03

its really big also

quite small

was not as big as I thought

Quality-Overall17%−0.07

Awful quality and not genuine blue merchandise

Very poor quality

Ease Of Cleaning8%−0.02

So, we don't use them in the bath or with water, because there is no way to take them apart to clean, and after seeing what happens to toys like that with water in, I have no desire to risk it

Value For Money8%+0.64

Too expensive

It's not worth the money

Over priced

Gifting Purpose8%−0.01

Damaged box its a gift

Love

Fun/Entertainment Experience23%+1.02

Fantastic toy

Great fun

Great set of toys

Quality-Overall16%−0.07

Good quality and arrived on time

Strong good quality toy

Good quality

Value For Money14%+0.64

Good value for money

Very good purchase for the money

Good value

Size-Overall9%−0.03

Great size

aren't too small so they are a good size

and a good size for playing with the matching house

Gifting Purpose8%−0.01

Perfect gift

Lovely gift for child's birthday celebration

Bought as a gift for a young family member

Return

0.8% Return rate 34% Fixable by listing

Size-Overall23%▁▄█▅▄█

its really big also

quite small

was not as big as I thought

Gifting Purpose19%█▃▂▄▇▁

Damaged box its a gift

Value For Money9%▁▁█▆▁▆

Too expensive

It's not worth the money

Over priced

Product Condition7%▁▆▁▄▁█

Clearly used

Not new

Defective Material/Parts7%▁▄▃██▁

FAQ

Common Bluey Figures questions

Answered from the same tracked data.