Toys at Costco and Target: Brand Share Shifts and Shopper Dynamics

Written By YipitData for Companies

Download our latest report for a data-driven look at how brand share shifts, basket dynamics, and cross-shop behavior are shaping Plush, LEGO, and Dolls at Costco and Target.

Brand momentum, assortment changes, and evolving shopper behavior are reshaping the Toys landscape across two of the largest U.S. retailers. As competitive dynamics shift within core categories, understanding where share is moving, how shoppers are behaving, and which brands are gaining traction is critical for planning 2026 strategy.

This report uncovers the underlying trends driving category performance, cross-retailer overlap, and brand-level dynamics across Plush, Building Toys, and Dolls.

In this report, you’ll get:

  • Market share and performance trends across Plush, LEGO, and Dolls

  • Plush GMV share shifts and top SKU performance at Costco

  • LEGO basket attachment and shopper behaviour trends at costco

  • Dolls GMV share trends at Target, including private label, pricing, cross-shop, and attachment dynamics

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