Toy brands in Australia:Which are most popular?

Name: Toy brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, LEGO was the most searched toy brand in Australia, accounting for 70.2% of all searches among the 14 brands we track. When we checked with ChatGPT and Google AI Overviews, LEGO was mentioned most often, in four of the five answers. LEGO was recommended most often, coming first in both responses that gave a list.

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Top toy brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, LEGO was mentioned most often, in four of the five answers. LEGO was recommended most often, coming first in both answers that gave a list. Hot Wheels was second, and Barbie was third. Connetix, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
LEGO	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Hot Wheels	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Barbie	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Squishmallows	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Nerf	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
VTech	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Fisher-Price	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Hasbro	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Playmobil	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Connetix	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
MAGNA-TILES	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Melissa & Doug	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Ravensburger	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Tender Leaf Toys	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
MAGNA-TILES0 of 5Named in 0 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
Ravensburger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tender Leaf Toys0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toy brands

5 answers

Asked ChatGPT
“What are the most popular toy brands in Australia?”
1. 1LEGO
2. 2Barbie
3. 3Hot Wheels
4. 4Playmobil
5. 5Squishmallows
6. 6Fisher-Price
7. 7Hasbro
8. 8VTech
9. 9Nerf
Asked ChatGPT
“What are the best educational toys for toddlers?”
1. 1LEGO
Asked ChatGPT
“Which toys do kids want most this year?”
1. 1LEGO
Searched Google, AI Overview
“toys”
1. 1LEGO
2. 2Hot Wheels
Searched Google, AI Overview
“kids toys”

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 do people search for most?

This chart shows how often people search Google for each toy brand by name. Each line represents a brand's share of searches for all 14 toy brands we track, month by month, from searches in Australia.

Share of searches among toy brands in Australia, by month

Month	LEGO	Barbie	Hot Wheels	Squishmallows	Connetix	MAGNA-TILES	Nerf	VTech	Fisher-Price	Hasbro	Playmobil	Melissa & Doug	Ravensburger	Tender Leaf Toys
Oct 2025	66.4%	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 2025	68.5%	7.5%	5%	7.5%	2.8%	2.3%	1%	1.5%	1.2%	0.55%	1%	0.67%	0.24%	0.15%
Dec 2025	75.1%	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 2026	78.9%	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 2026	73.8%	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 2026	72.5%	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 2026	73.2%	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 2026	73.1%	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 2026	70.7%	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 2026	71.1%	7.8%	4.3%	6.4%	1.9%	2.3%	1%	1%	0.85%	1%	1%	0.68%	0.38%	0.14%
Aug 2026	74.2%	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 2026	70.2%	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%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	LEGO	70.2%	301K	-18.2%	-4 points
2, held 2nd	Barbie Mattel	7.7%	33.1K	-18.3%	-0.4 points
3, held 3rd	Hot Wheels Mattel	5.2%	22.2K	0%	+0.7 points
4, held 4th	Squishmallows	5.2%	22.2K	0%	+0.7 points
5, held 5th	Connetix	3.5%	14.8K	+82.7%	+1.8 points
6, held 6th	MAGNA-TILES	2.3%	9.9K	+22.2%	+0.7 points
7, held 7th	Nerf	1.3%	5.4K	0%	+0.2 points
8, moved from 10th to 8th	VTech	1%	4.4K	0%	+0.1 pointsmoved from 10th to 8th
9, moved from 8th to 9th	Fisher-Price Mattel	0.84%	3.6K	-18.2%	0 pointsmoved from 8th to 9th
10, moved from 11th to 10th	Hasbro	0.84%	3.6K	0%	+0.1 pointsmoved from 11th to 10th
11, moved from 9th to 11th	Playmobil	0.84%	3.6K	-18.2%	0 pointsmoved from 9th to 11th
12, held 12th	Melissa & Doug	0.68%	2.9K	0%	+0.1 points
13, held 13th	Ravensburger	0.37%	1.6K	+23.1%	+0.1 points
14, held 14th	Tender Leaf Toys	0.14%	590	0%	0 points

1.LEGO
70.2%
Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -4 points.
2.Barbie
7.7%
Held 2nd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.
3.Hot Wheels
5.2%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.7 points.
4.Squishmallows
5.2%
Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.Connetix
3.5%
Held 5th. 14.8K estimated branded searches, +82.7% vs prior month. Share +1.8 points.
6.MAGNA-TILES
2.3%
Held 6th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.7 points.
7.Nerf
1.3%
Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.2 points.
8.VTech
1%
Moved from 10th to 8th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.Fisher-Price
0.84%
Moved from 8th to 9th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.
10.Hasbro
0.84%
Moved from 11th to 10th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.Playmobil
0.84%
Moved from 9th to 11th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.
12.Melissa & Doug
0.68%
Held 12th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
13.Ravensburger
0.37%
Held 13th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.1 points.
14.Tender Leaf Toys
0.14%
Held 14th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among toy brands in Australia?

14 brands

In September 2026, LEGO was the most searched among toy brands in Australia, with an estimated 301K branded searches, 70.2% of all searches for the 14 we track. Barbie is in 2nd place, 62.5 percentage points behind at 7.7%.

Australia toy brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
LEGO	66.4% → 70.2%	78.9%Jan 2026	66.4%Oct 2025	1st
Barbie	8.9% → 7.7%	8.9%Oct 2025	5.5%Dec 2025	2nd
Hot Wheels	6% → 5.2%	6%Oct 2025	3.9%Jan 2026	4th → 3rd
Squishmallows	7.3% → 5.2%	7.5%Nov 2025	4.5%Aug 2026	3rd → 4th
Connetix	3.3% → 3.5%	3.5%Sep 2026	0.95%Jan 2026	5th
MAGNA-TILES	1.8% → 2.3%	2.3%Jul 2026	1.2%Jan 2026	6th
Nerf	1.2% → 1.3%	1.3%Sep 2026	0.9%Dec 2025	8th → 7th
VTech	1.2% → 1%	1.5%Nov 2025	0.88%Apr 2026	9th → 8th
Fisher-Price	1.2% → 0.84%	1.2%Nov 2025	0.63%Jan 2026	7th → 9th
Hasbro	0.79% → 0.84%	1%Jul 2026	0.4%Dec 2025	11th → 10th
Playmobil	0.97% → 0.84%	1.1%Feb 2026	0.63%Jan 2026	10th → 11th
Melissa & Doug	0.64% → 0.68%	0.7%May 2026	0.42%Jan 2026	12th
Ravensburger	0.22% → 0.37%	0.38%Jul 2026	0.22%Dec 2025	13th
Tender Leaf Toys	0.13% → 0.14%	0.17%Jun 2026	0.08%Jan 2026	14th

Each finding as a sentence

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, Barbie’s share of searches among toy brands in Australia decreased from 8.9% to 7.7%.
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, Squishmallows’ share of searches among toy brands in Australia decreased from 7.3% to 5.2%.
Across the 12 months ending September 2026, MAGNA-TILES’s share of searches among toy brands in Australia increased from 1.8% to 2.3%.
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.
Across the 12 months ending September 2026, Barbie’s share of searches among toy brands in Australia peaked at 8.9% in October 2025 and was lowest at 5.5% in December 2025.
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, Squishmallows’ share of searches among toy brands in Australia peaked at 7.5% in November 2025 and was lowest at 4.5% in August 2026.
Across the 12 months ending September 2026, Connetix’s share of searches among toy brands in Australia peaked at 3.5% in September 2026 and was lowest at 0.95% in January 2026.
Across the 12 months ending September 2026, MAGNA-TILES’s share of searches among toy brands in Australia peaked at 2.3% in July 2026 and was lowest at 1.2% in January 2026.
Across the 12 months ending September 2026, Hot Wheels rose from 4th to 3rd among toy brands in Australia.
Across the 12 months ending September 2026, Squishmallows fell from 3rd to 4th among toy brands in Australia.
Across the 12 months ending September 2026, Nerf rose from 8th to 7th among toy brands in Australia.
Across the 12 months ending September 2026, VTech rose from 9th to 8th among toy brands in Australia.
Across the 12 months ending September 2026, Fisher-Price fell from 7th to 9th among toy brands in Australia.
Across the 12 months ending September 2026, Hasbro rose from 11th to 10th among toy brands in Australia.
Across the 12 months ending September 2026, Playmobil fell from 10th to 11th among toy brands in Australia.
Across the 12 months ending September 2026, Connetix, Melissa & Doug, Ravensburger and Tender Leaf Toys held steady: their share of searches among toy brands in Australia each moved less than 0.5 percentage points.

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

8 changes

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.
In September 2026, Hasbro rose from 11th to 10th among toy brands in Australia.
In September 2026, Playmobil fell from 9th to 11th among toy brands in Australia.

How are branded searches counted for toy brands?

14 search terms

Each brand's share of searches among toy brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.