Brandwave

How popular isMelissa & Doug?

In September 2026, people searched for Melissa & Doug by name about 2,900 times in Australia, about the same as the previous year. These searches made up 0.68% of all Australia toy brand searches, placing Melissa & Doug 12th out of 14 brands. When we asked both ChatGPT and Google AI Overviews about toy brands, Melissa & Doug did not appear in any of the answers.

Search and AI answers in September 2026

Melissa & Doug is the 12th most searched of 14 competitors and not listed in any AI answer.

  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. Melissa & DougShare of searches 0.68%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, Melissa & Doug did not appear in any of the five answers.

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. +3 more
  9. MAGNA-TILES–
  10. Melissa & Doug–
  11. Ravensburger–
  12. +1 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
  • Melissa & Doug0 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 Melissa & Doug?

Melissa & Doug against toy brands in Australia, by month

Share of searches by month for LEGO, Barbie, Hot Wheels, Squishmallows, Connetix, MAGNA-TILES, Melissa & Doug. 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 Melissa & Doug and its closest rivals

Every comparison with Melissa & Doug

13 comparisons

How has branded search demand for Melissa & Doug changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Melissa & Doug in Australia held steady at 2.9K.
  • Across the 12 months ending September 2026, Melissa & Doug’s share of searches among toy brands in Australia held steady, from 0.64% to 0.68%.

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 Melissa & Doug’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Melissa & Doug’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.

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How the Brand Demand Index is measured

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