- Flapen Score
- 49 / 100Top 32% of 1,773 Toys & Games niches · +5 vs the category median of 4449
- Market size
- £373K/yr347K searches / yr
- 90-day growth
- +10.4%search demand this quarter
- Competition
- 62%top-5 click share · 4 brands · 102 sellers
Flapen Score
Bluey Lego against its category
The dotted line is the Toys & Games average. Past it, Bluey Lego is stronger. Inside it, weaker.
Market
The Bluey Lego market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Bluey Lego 347K times last year and spent an estimated £373K. All 4 brands take every click. Demand peaks in Oct–Nov–Dec. Flapen scores it 49 out of 100, a Fail.
01 · Demand
5.6% of searches ended in a purchase last week.
Shoppers searched for this 347K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.6% of those searches ended in a purchase. Searches in the last 90 days moved +10.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £373K a year.
- Searches, last 12 months
- 347K
- Growth, 90 days vs prior 90
- +10.4%
- Conversion, latest week
- 5.6%
- Market size, estimated
- £373Ka year
- Peak month
- December5.0× the quietest month
- Top search term
- bluey lego180K searches a year
02 · Price
A sale here is worth £19.09.
Listings sell for £19.09 on average, from £5.77 to £48.15. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 1,000 to 1,250 of them. At £19.09 that is £19K to £24K a year per listing.
- Average price
- £19.09inside the $15 to $100 sweet spot
- Price range
- £5.77–£48.15
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 15K–20K
- Units per listing a year
- 1,000–1,250
- Revenue per listing a year
- £19K–£24K
- Returns
- 0.8%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
76% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.8% of listings are out of stock. The average listing ranks #460 within Building & Construction Toys. It carries 782 reviews at 4.69 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 100%
- Out of stock, average day
- 4.8%
- Average rank
- #460in Building & Construction Toys
- Average rating
- 4.69 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 782per listing
- Listings tracked
- 17
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 32 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 5
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 32 months
Products
Top Bluey Lego products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
LEGO Playground Fun with Chloe - Toy for 4+ Year Old Girls & Boys - incl. 2 Minifigures a Functional Pink See-Saw Slide Climbing Frame & 3 Plants - Gift for TV Show Fans - 11201
- Price
- £12.02
- Rating
- 4.8/5
- Reviews
- 1,358
- Age
- 1y ago
LEGO Bluey: Blueys Beach & Family Car Trip Toy with 3 Minifigures incl. Bingo & Chilli plus 2 Surfboards a Sand Castle & Fun Accessories - Birthday Gift for 4+ Year Old Girls & Boys - 11202
- Price
- £16.73
- Rating
- 4.8/5
- Reviews
- 1,358
- Age
- 1y ago
LEGO Bluey Grannies with Bingo and Bluey - Educational Toy w/Car 2 Minifigures & a Garden - Montessori Set - Birthday Gift for 4+ Year Old Girls & Boys - 11216
- Price
- £10.67
- Rating
- 4.9/5
- Reviews
- 22
- Age
- 1mo ago
LEGO Bluey School with Rusty and Bluey - Educational Toy w/Kitchen Cafe 2 Minifgures & Play Food Accessories - Montessori Set - Birthday Gift for 4+ Year Old Girls & Boys - 11221
- Price
- £13.87
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 1mo ago
LEGO Bluey: Blueys Family House Toy - Modular Playset with Multiple Rooms a Garden 4 Minifigures & Fun Accessories - Birthday Gift for 4+ Year Old Girls & Boys or TV Show Fans - 11203
- Price
- £38.01
- Rating
- 4.8/5
- Reviews
- 634
- Age
- 1y ago
Trending
90-day click momentumLEGO Bluey School with Rusty and Bluey - Educational Toy w/Kitchen Cafe 2 Minifgures & Play Food Accessories - Montessori Set - Birthday Gift for 4+ Year Old Girls & Boys - 11221
- Price
- £13.87
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 1mo ago
LEGO Bluey Brick-Built Bluey Family - Educational Toy incl. 4 Figures w/Changing Expressions & Accessories - Montessori Set - Birthday Gift for 5+ Year Old Girls & Boys - 11217
- Price
- £48.15
- Rating
- 4.7/5
- Reviews
- 15
- Age
- 1mo ago
LEGO Bluey Grannies with Bingo and Bluey - Educational Toy w/Car 2 Minifigures & a Garden - Montessori Set - Birthday Gift for 4+ Year Old Girls & Boys - 11216
- Price
- £10.67
- Rating
- 4.9/5
- Reviews
- 22
- Age
- 1mo ago
LEGO DUPLO Bluey Pizza Girls with Muffin and Bluey - Educational Motor Skills Toy for Toddlers - Montessori Set w/Car 2 Figures Tree & Swing - Gift for 2+ Year Old Girls & Boys - 10469
- Price
- £28.95
- Rating
- 4.6/5
- Reviews
- 26
- Age
- 1mo ago
LEGO Bluey Fancy Restaurant with Bingo Building Set 30713 23 Pieces Ages 4+
- Price
- £5.88
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2mo ago
Newest
by launch dateLEGO Bluey Grannies with Bingo and Bluey - Educational Toy w/Car 2 Minifigures & a Garden - Montessori Set - Birthday Gift for 4+ Year Old Girls & Boys - 11216
- Price
- £10.67
- Rating
- 4.9/5
- Reviews
- 22
- Age
- 1mo ago
LEGO Bluey School with Rusty and Bluey - Educational Toy w/Kitchen Cafe 2 Minifgures & Play Food Accessories - Montessori Set - Birthday Gift for 4+ Year Old Girls & Boys - 11221
- Price
- £13.87
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 1mo ago
LEGO Bluey Brick-Built Bluey Family - Educational Toy incl. 4 Figures w/Changing Expressions & Accessories - Montessori Set - Birthday Gift for 5+ Year Old Girls & Boys - 11217
- Price
- £48.15
- Rating
- 4.7/5
- Reviews
- 15
- Age
- 1mo ago
LEGO DUPLO Bluey Pizza Girls with Muffin and Bluey - Educational Motor Skills Toy for Toddlers - Montessori Set w/Car 2 Figures Tree & Swing - Gift for 2+ Year Old Girls & Boys - 10469
- Price
- £28.95
- Rating
- 4.6/5
- Reviews
- 26
- Age
- 1mo ago
LEGO Bluey Fancy Restaurant with Bingo Building Set 30713 23 Pieces Ages 4+
- Price
- £5.88
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 2mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take 62% of clicks. Leaders hold, but buyers still shop past them.
Brands
4 rising
Sellers
102
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
0%
- LEGO93%
- Bluey4%
- Orchard Toys1%
- Winning Moves1%
- Open — no brand owns it (0%)
Demand
Bluey Lego search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 5.0×
Search terms
Top Bluey Lego search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- bluey lego180K/yr
- lego bluey58K/yr
- bluey duplo48K/yr
- duplo bluey20K/yr
- bluey lego sets for age 3-57K/yr
- lego duplo bluey7K/yr
- blue lego4K/yr
- bluey lego house8K/yr
- lego bluey house6K/yr
- bley lego3K/yr
Reviews and returns
What reviews say buyers love and hate about Bluey Lego
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
was not as big as I thought
Will say its a lot smaller than expected when built up
Its a little expensive for what you get
My only gripe is that it feels a little expensive for what is in the box
As such, the price tag always stings a little, so you're very much paying for the minifigures, which look great and are a fair representation of the IP
Damaged box its a gift
very time consuming to set up as you have to put all the cards in yourself which is fiddly
it takes abit of time to assemble at first
The only real drawback is the storage footprint
Love
Fun game
Great fun
Hours of fun for everyone
its the great quality you expect from lego too
Good quality
Quality toy
The colours are bright
Bluey always fantastic
It is such a colourful set that encourages plenty of imaginative play
Great birthday gift nephew loved it
A well appreciated gift
Great gift
Bought when on sale so great value for money
Good value too
Great price and lovely toy
Return
0.8% Return rate 14% Fixable by listing
Damaged box its a gift
was not as big as I thought
Will say its a lot smaller than expected when built up
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Bluey Lego questions
Answered from the same tracked data.