Gamley’s SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 879

SWOT Analysis of Gamley’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

The Entertainer




Lifestyle and Retail

Tagline/ Slogan

World of toys and gadgets


Invite your children to stand over your shoulder and pick out the toys they want; It’s even designed so that children can use it easily

Gamley’s STP


Medium income families with children of 3-8 years of age

Target Group

best site for the visual thinker and shopper and who is price sensitive


Each design element is created and placed in a manner that creates a fun, cheery, and up-lifting experience

Gamley’s SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Gamley’s :

1. Smaller shops in high streets and shopping centers rather than larger super stores
2. Excellent cost advantage compared to competitors
3. Colorful selection opportunity between brand, category, and special offers
4. Wide range of Brands included

5. Easily accessible by children increasing the brand loyalty


1. The company has limited global penetration especially in big emerging economies
2. Less into digital marketing as well as digital retail


1. Leverage on digital platforms for marketing as well as retail operations
2. Enter into strategic tie-ups with children events and shows etc. 
3. Opportunity to expand globally


1. Online stores competing on prices and offers
2. Video gaming evolution can decrease the physical toys market

Gamley’s Competition


Below are the 3 main Gamley’s competitors :

1. Toys "R" Us
2. Hamleys Toy shop 
3. Sylvanian Families

The brandguide table above concludes the Gamley’s SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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