--- title: "Fisher-Price: search popularity in Australia" description: "Fisher-Price is a toy brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/fisher-price" publisher: "Brandwave" --- # Fisher-Price: search popularity in Australia Fisher-Price is a toy brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Fisher-Price - **Owned by**: Mattel - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among toy brands**: 0.84% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Toy brands | 9 | 0.84% | 3.6K | - [Toy brands](/demand/au/categories/au-toy-brands) ## Top toy brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fisher-Price was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Fisher-Price is the sixth most recommended of the 14. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | LEGO | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Hot Wheels | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Barbie | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Playmobil | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Squishmallows | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Fisher-Price | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Hasbro | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | VTech | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Nerf | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | Connetix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | MAGNA-TILES | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Melissa & Doug | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ravensburger | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tender Leaf Toys | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about toy brands - Asked ChatGPT "What are the most popular toy brands in Australia?": 1. LEGO, 2. Barbie, 3. Hot Wheels, 4. Playmobil, 5. Squishmallows, 6. Fisher-Price, 7. Hasbro, 8. VTech, 9. Nerf - Asked ChatGPT "What are the best educational toys for toddlers?": 1. LEGO - Asked ChatGPT "Which toys do kids want most this year?": 1. LEGO - Searched Google, AI Overview "toys": 1. LEGO, 2. Hot Wheels - Searched Google, AI Overview "kids toys": named none of the brands we track Not named in any answer: Connetix, MAGNA-TILES, Melissa & Doug, Ravensburger and Tender Leaf Toys. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Fisher-Price changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Fisher-Price in Australia fell from 5.4K to 3.6K. - Across the 12 months ending September 2026, Fisher-Price fell from 7th to 9th among toy brands in Australia. ## How did search popularity change for Australia toy brands in September 2026? - In September 2026, Connetix gained share of searches among toy brands in Australia, from 1.6% to 3.5%. - In September 2026, Hot Wheels gained share of searches among toy brands in Australia, from 4.5% to 5.2%. - In September 2026, Squishmallows gained share of searches among toy brands in Australia, from 4.5% to 5.2%. - In September 2026, MAGNA-TILES gained share of searches among toy brands in Australia, from 1.6% to 2.3%. - In September 2026, LEGO lost share of searches among toy brands in Australia, from 74.2% to 70.2%. - In September 2026, VTech rose from 10th to 8th among toy brands in Australia. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Toy brands | 5.4K | 1.2% | 7 | | Nov 2025 | Toy brands | 8.1K | 1.2% | 8 | | Dec 2025 | Toy brands | 6.6K | 0.9% | 8 | | Jan 2026 | Toy brands | 3.6K | 0.63% | 9 | | Feb 2026 | Toy brands | 3.6K | 0.88% | 9 | | Mar 2026 | Toy brands | 4.4K | 1.1% | 7 | | Apr 2026 | Toy brands | 4.4K | 1.1% | 7 | | May 2026 | Toy brands | 4.4K | 1.1% | 7 | | Jun 2026 | Toy brands | 4.4K | 1% | 8 | | Jul 2026 | Toy brands | 3.6K | 0.85% | 11 | | Aug 2026 | Toy brands | 4.4K | 0.89% | 8 | | Sep 2026 | Toy brands | 3.6K | 0.84% | 9 | ## How are Fisher-Price’s branded searches counted? Brandwave collects information about searches that people make online using Fisher-Price’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “fisher price” ## Which toy brands compete with Fisher-Price? - [LEGO](/demand/au/brands/lego) - [Barbie](/demand/au/brands/barbie) - [Hot Wheels](/demand/au/brands/hot-wheels) - [Squishmallows](/demand/au/brands/squishmallows) - [Connetix](/demand/au/brands/connetix) - [MAGNA-TILES](/demand/au/brands/magna-tiles): Head-to-head: /demand/au/compare/fisher-price-vs-magna-tiles - [Nerf](/demand/au/brands/nerf): Head-to-head: /demand/au/compare/fisher-price-vs-nerf - [VTech](/demand/au/brands/vtech): Head-to-head: /demand/au/compare/fisher-price-vs-vtech - [Hasbro](/demand/au/brands/hasbro): Head-to-head: /demand/au/compare/fisher-price-vs-hasbro - [Playmobil](/demand/au/brands/playmobil): Head-to-head: /demand/au/compare/fisher-price-vs-playmobil - [Melissa & Doug](/demand/au/brands/melissa-and-doug) - [Ravensburger](/demand/au/brands/ravensburger) - [Tender Leaf Toys](/demand/au/brands/tender-leaf-toys) ## Who owns Fisher-Price? Fisher-Price is owned by Mattel. Brandwave also tracks Barbie and Hot Wheels, owned by the same company, in Australia. - [Mattel](/demand/au/companies/mattel): Owns 3 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Fisher-Price? Fisher-Price is owned by Mattel. Brandwave also tracks Barbie and Hot Wheels, owned by the same company, in Australia. ## Cite this page Brandwave. "Fisher-Price: search popularity in Australia". https://gobrandwave.com/demand/au/brands/fisher-price This page is also available as HTML at https://gobrandwave.com/demand/au/brands/fisher-price. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.