--- title: "Hot Wheels: search popularity in Australia" description: "Hot Wheels 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/hot-wheels" publisher: "Brandwave" --- # Hot Wheels: search popularity in Australia Hot Wheels 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**: Hot Wheels - **Owned by**: Mattel - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among toy brands**: 5.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Toy brands | 3 | 5.2% | 22.2K | - [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, Hot Wheels was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hot Wheels is the second 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 Hot Wheels changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Hot Wheels in Australia fell from 27.1K to 22.2K. - Across the 12 months ending September 2026, Hot Wheels’ share of searches among toy brands in Australia decreased from 6% to 5.2%. - Across the 12 months ending September 2026, Hot Wheels’ share of searches among toy brands in Australia peaked at 6% in October 2025 and was lowest at 3.9% in January 2026. - Across the 12 months ending September 2026, Hot Wheels rose from 4th to 3rd 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 | 27.1K | 6% | 4 | | Nov 2025 | Toy brands | 33.1K | 5% | 4 | | Dec 2025 | Toy brands | 33.1K | 4.5% | 4 | | Jan 2026 | Toy brands | 22.2K | 3.9% | 4 | | Feb 2026 | Toy brands | 18.1K | 4.4% | 4 | | Mar 2026 | Toy brands | 22.2K | 5.3% | 3 | | Apr 2026 | Toy brands | 18.1K | 4.4% | 4 | | May 2026 | Toy brands | 18.1K | 4.4% | 4 | | Jun 2026 | Toy brands | 22.2K | 5.2% | 4 | | Jul 2026 | Toy brands | 18.1K | 4.3% | 4 | | Aug 2026 | Toy brands | 22.2K | 4.5% | 3 | | Sep 2026 | Toy brands | 22.2K | 5.2% | 3 | ## How are Hot Wheels’ branded searches counted? Brandwave collects information about searches that people make online using Hot Wheels’ 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. - “hot wheels” ## Which toy brands compete with Hot Wheels? - [LEGO](/demand/au/brands/lego): Head-to-head: /demand/au/compare/hot-wheels-vs-lego - [Barbie](/demand/au/brands/barbie): Head-to-head: /demand/au/compare/barbie-vs-hot-wheels - [Squishmallows](/demand/au/brands/squishmallows): Head-to-head: /demand/au/compare/hot-wheels-vs-squishmallows - [Connetix](/demand/au/brands/connetix): Head-to-head: /demand/au/compare/connetix-vs-hot-wheels - [MAGNA-TILES](/demand/au/brands/magna-tiles): Head-to-head: /demand/au/compare/hot-wheels-vs-magna-tiles - [Nerf](/demand/au/brands/nerf) - [VTech](/demand/au/brands/vtech) - [Fisher-Price](/demand/au/brands/fisher-price) - [Hasbro](/demand/au/brands/hasbro) - [Playmobil](/demand/au/brands/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 Hot Wheels? Hot Wheels is owned by Mattel. Brandwave also tracks Barbie and Fisher-Price, 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 Hot Wheels? Hot Wheels is owned by Mattel. Brandwave also tracks Barbie and Fisher-Price, owned by the same company, in Australia. ## Cite this page Brandwave. "Hot Wheels: search popularity in Australia". https://gobrandwave.com/demand/au/brands/hot-wheels This page is also available as HTML at https://gobrandwave.com/demand/au/brands/hot-wheels. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.