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Mattel in the Krillo Index

When shoppers in the United States ask ChatGPT and Gemini where to buy toys, is Mattel named? This is the answer from our latest monthly measurement, October 2026.

#20

of 59 stores measured

3/35

buying questions where AI names it; the category median is 1

questions where AI recommends it outright

Measured with ChatGPT and Gemini, the same questions for every store in this category, asked in the language of the market. Read how we measure.

Around Mattel

#18	Disney Store	3/35
#19	entertainmentearth.com	3/35
#20	Mattel	3/35
#21	FAO Schwarz	2/35
#22	Mattel Creations	2/35

See the full ranking for Toys

What AI says about Mattel

“American Girl / Mattel / Hasbro / Pokémon Center official sites, best for official exclusives, collectibles, and avoiding counterfeit products.”

ChatGPT, asked: Where is the best place to buy toys online in the US?

“You can shop for kids’ toys online through: - Amazon, huge selection across ages and budgets - Target, toys, games, outdoor play, LEGO, dolls, and more - Walmart, often has competitive prices and delivery options - LEGO.com, official...”

ChatGPT, asked: Where can I shop for kids' toys online without going to a physical store?

“Mattel Shop / Hasbro Pulse, best for official products from those brands.”

ChatGPT, asked: Which American toy store online is the most trustworthy?

Quoted word for word from the answers in our measurement. What AI says about your store decides which buying questions it names you for.

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