Brandwave

How popular isLEGO?

In September 2026, people searched for LEGO by name about 301,000 times in Australia, about the same as the previous year. These searches made up 70.2% of all Australia toy brand searches, placing LEGO first out of 14 brands. When we asked both ChatGPT and Google AI Overviews about toy brands, LEGO appeared in four of the five answers and was the most recommended of the 14.

Search and AI answers in September 2026

LEGO is the most searched of 14 competitors and the most recommended in AI answers.

  1. LEGOShare of searches 70.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. BarbieShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. Hot WheelsShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. SquishmallowsShare of searches 5.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. ConnetixShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+9 more

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LEGO was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. LEGO is the most recommended of the 14.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LEGO1st
  2. Hot Wheels2nd
  3. Barbie3rd
  4. Playmobil4th
  5. Squishmallows5th
  6. Fisher-Price6th
  7. Hasbro7th
  8. VTech8th
  9. Nerf9th
  10. Connetix–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • LEGO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hot Wheels2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barbie1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Squishmallows1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nerf1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • VTech1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fisher-Price1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hasbro1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Playmobil1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Connetix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about toy brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which toy brands compete with LEGO?

LEGO against toy brands in Australia, by month

Share of searches by month for LEGO, Barbie, Hot Wheels, Squishmallows, Connetix, MAGNA-TILES. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbieHot WheelsSquishmallowsConnetixMAGNA-TILESNerfVTechFisher-PriceHasbroPlaymobilMelissa & DougRavensburgerTender Leaf Toys
Oct 202566.4%8.9%6%7.3%3.3%1.8%1.2%1.2%1.2%0.79%0.97%0.64%0.22%0.13%
Nov 202568.5%7.5%5%7.5%2.8%2.3%1%1.5%1.2%0.55%1%0.67%0.24%0.15%
Dec 202575.1%5.5%4.5%6.8%1.7%1.7%0.9%1.1%0.9%0.4%0.74%0.49%0.22%0.1%
Jan 202678.9%5.8%3.9%4.8%0.95%1.2%0.95%0.95%0.63%0.63%0.63%0.42%0.23%0.08%
Feb 202673.8%8.1%4.4%5.4%1.1%1.6%1.1%0.88%0.88%0.71%1.1%0.47%0.25%0.12%
Mar 202672.5%8%5.3%5.3%1.3%1.6%1.1%1.1%1.1%0.7%1.1%0.58%0.24%0.14%
Apr 202673.2%8.1%4.4%5.4%1.3%1.6%1.1%0.88%1.1%0.88%1.1%0.58%0.32%0.12%
May 202673.1%8%4.4%5.4%1.3%1.6%1.1%1.1%1.1%0.87%0.87%0.7%0.32%0.14%
Jun 202670.7%7.8%5.2%6.4%1.9%1.9%1%1.3%1%0.85%0.85%0.68%0.31%0.17%
Jul 202671.1%7.8%4.3%6.4%1.9%2.3%1%1%0.85%1%1%0.68%0.38%0.14%
Aug 202674.2%8.2%4.5%4.5%1.6%1.6%1.1%0.89%0.89%0.73%0.89%0.58%0.26%0.12%
Sep 202670.2%7.7%5.2%5.2%3.5%2.3%1.3%1%0.84%0.84%0.84%0.68%0.37%0.14%

  1. 1.LEGO

    70.2%

    Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -4 points.

  2. 2.Barbie

    7.7%

    Held 2nd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  3. 3.Hot Wheels

    5.2%

    Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Squishmallows

    5.2%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Connetix

    3.5%

    Held 5th. 14.8K estimated branded searches, +82.7% vs prior month. Share +1.8 points.

  6. 6.MAGNA-TILES

    2.3%

    Held 6th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  7. 7.Nerf

    1.3%

    Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.VTech

    1%

    Moved from 10th to 8th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Fisher-Price

    0.84%

    Moved from 8th to 9th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.

  10. 10.Hasbro

    0.84%

    Moved from 11th to 10th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Playmobil

    0.84%

    Moved from 9th to 11th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.

  12. 12.Melissa & Doug

    0.68%

    Held 12th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  13. 13.Ravensburger

    0.37%

    Held 13th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.1 points.

  14. 14.Tender Leaf Toys

    0.14%

    Held 14th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between LEGO and its closest rivals

Every comparison with LEGO

13 comparisons

How has branded search demand for LEGO changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for LEGO in Australia held steady at 301K.
  • Across the 12 months ending September 2026, LEGO’s share of searches among toy brands in Australia increased from 66.4% to 70.2%.
  • Across the 12 months ending September 2026, LEGO’s share of searches among toy brands in Australia peaked at 78.9% in January 2026 and was lowest at 66.4% in October 2025.

How did search popularity change for Australia toy brands in September 2026?

6 changes

  1. In September 2026, Connetix gained share of searches among toy brands in Australia, from 1.6% to 3.5%.

  2. In September 2026, Hot Wheels gained share of searches among toy brands in Australia, from 4.5% to 5.2%.

  3. In September 2026, Squishmallows gained share of searches among toy brands in Australia, from 4.5% to 5.2%.

  4. In September 2026, MAGNA-TILES gained share of searches among toy brands in Australia, from 1.6% to 2.3%.

  5. In September 2026, LEGO lost share of searches among toy brands in Australia, from 74.2% to 70.2%.

  6. In September 2026, VTech rose from 10th to 8th among toy brands in Australia.

How are LEGO’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using LEGO’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.

  • lego

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How the Brand Demand Index is measured

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