bluey toys
Worth a lookShows low returns (0.6%), but brand-locked demand (top 5 brands take 93% of clicks) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Competition
Great27%top-5 click share — an open shelf
Market size
Good£735K£735K/yr · 1.7M searches
Price range
Good£2.96–£33.05cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£13.02avg listing price — sweet spot $15–$100
Review moat
Good1,435.33avg incumbent reviews — the moat a new listing must climb
Conversion
Okay3.3%search→purchase rate — share of searches ending in a sale
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-14.0%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, bluey toys is a £735K/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 53/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
bluey toys market data
- Units sold / yr
- 50K–60K
- avg 500–750/product
- Revenue / yr
- £651K–£781K
- units × avg price
- Conversion rate
- 3.3%
- Avg BSR
- #166
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 87%
- Out of stock
- 3.1%
- Avg brand age
- 33 months
- Avg seller age
- 173 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
12 falling
Sellers
195
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
27%
Top 20: 64%
Open market
5%
- Bluey73%
- VTech9%
- CRAYOLA5%
- Booghe4%
- TY2%
- LEGO2%
- Open — no brand owns it (6 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.0% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.6×
Top bluey toys search terms
- bluey toys1.3M/yr
- bluey figures146K/yr
- bluey toy60K/yr
- bluey gifts35K/yr
- bluey toys for 2 year olds38K/yr
- bluey figures set27K/yr
- bluey characters20K/yr
- bluey gifts for girls18K/yr
- bluey and bingo13K/yr
- bluey gift10K/yr
Top bluey 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
Bluey 13009 and Family: Bingo Bandit and Chilli 4 Figure pack Articulated Character Action Figures 2.5 inches Official Collectable Toy Multicoloured
Bluey£8.914.8★22,635 rev
Bluey Boys Childrens Shortie Summer Pyjamas featuring and Bingo Blue Age 2-3 Years
Bluey£9.314.6★125 rev
Bluey Heeler Family Home Play Set: 1 Official Collectable Action Figure Large Playhouse Playset 4 Rooms Furniture Accessories and Pull Down Patio
Bluey£21.064.7★11,408 rev
Bluey Special Effects Soft Toy Interactive Talking Plush 13
Bluey£10.514.7★2,055 rev
Bluey Aqua Magic - Colouring Books for Children Ages 3 Years Plus
Booghe£5.024.5★165 rev
Newest
by launch dateBluey 13009 and Family: Bingo Bandit and Chilli 4 Figure pack Articulated Character Action Figures 2.5 inches Official Collectable Toy Multicoloured
Bluey£8.9122,635 rev
Bluey Kids Boys Pyjama Set Snooze Mode Design featuring and Bingo Dogs Sizes 18 Months -5 Years (UK Age 4 Years 5 Years)
Bluey£9.9923 rev
Bluey Kids Boys Pyjama Set Snooze Mode Design featuring and Bingo Dogs Sizes 18 Months -5 Years (UK Age 3 Years 4 Years)
Bluey£10.0323 rev
Bluey Pyjamas Bingo Short Sleeve Boys Pyjamas Summer Short Pjs For Boys Summer Pjs Blue 3-4 Years
Bluey£9.4766 rev
Bluey Pyjamas Bingo Short Sleeve Girls Pyjamas Summer Short Pjs For Girls Purple 18-24 Months
Bluey£8.4961 rev
Trending
90-day click momentumBluey Boys Childrens Shortie Summer Pyjamas featuring and Bingo Blue Age 2-3 Years
Bluey£9.314.6★
Bluey Pyjamas Bingo Short Sleeve Boys Pyjamas Summer Short Pjs For Boys Summer Pjs Blue 3-4 Years
Bluey£9.474.8★
Bluey Pyjamas | Button Up Girls Pyjamas | Summer Short Pjs For Girls | Pink | 18-24 Months
Bluey£13.144.9★
Bluey Pyjamas Bingo Short Sleeve Girls Pyjamas Summer Short Pjs For Girls Purple 18-24 Months
Bluey£8.494.7★
Bluey Girls Pyjama Nightwear Set Bedtime Hugs Multicoloured Age 18-24 Months
Bluey£8.694.7★
What buyers say about bluey toys
What buyers praise and complain about, mined from review topics.What buyers love
“Fun for kids”
“Good quality and arrived on time”
“It's colourful and well made easy to put together”
“Good price”
“Very gift choice”
“Ideal size”
“It is simple easy to use”
“Very colourful and durable toy”
“Soft toy”
“As described”
What buyers complain about
“its really big also”
“Absolute rubbish”
“Its a boring toy”
“Price could be better”
“shame it wasnt durable enough”
“Took a while to put together”
“Damaged box its a gift”
“A bit thin”
“quite loud so little ones can hear her easily”
“youll find that you'll struggle to make it stick so will need to stick it in the actual bath”
Top return reasons
Common questions
- Is bluey toys profitable to sell on Amazon United Kingdom?
- The niche generates £735K/yr across 60 tracked products. 6 of 10 products launched in the last 360 days are still selling. 90-day search growth is -14.0%. Flapen's verdict: Worth a look (53/100).
- How competitive is the bluey toys niche?
- 12 brands and 195 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in bluey toys?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Fun/Entertainment Experience. The return rate is 0.6%.
- When does demand for bluey toys peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 4.6× the quietest.
- What does it cost to enter the bluey toys niche?
- Listings span £2.96–£33.05; the average listing price is £13.02 (sweet spot $15–$100). The average incumbent carries 1,435 reviews — the moat a new listing must climb.