---
title: "Toy brands in Australia: Which are searched most?"
description: "Compare the toy brands Australians buy. Share of Search among LEGO, Barbie, Hot Wheels, Squishmallows, Connetix, MAGNA-TILES, Nerf, VTech, Fisher-Price, Hasbro, Playmobil, Melissa & Doug, Ravensburger and Tender Leaf Toys, the toy brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-toy-brands"
publisher: "Brandwave"
---

# Toy brands in Australia: Which are searched most?

Compare the toy brands Australians buy. Share of Search among LEGO, Barbie, Hot Wheels, Squishmallows, Connetix, MAGNA-TILES, Nerf, VTech, Fisher-Price, Hasbro, Playmobil, Melissa & Doug, Ravensburger and Tender Leaf Toys, the toy brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Toy brands
- **Market**: Australia
- **Brands compared**: 14
- **Month measured**: Sep 2026
- **Highest Share of Search**: LEGO, 70.2%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [LEGO vs Barbie: compare search popularity](/demand/au/compare/barbie-vs-lego): 70.2% against 7.7% Share of Search.
- [LEGO vs Hot Wheels: compare search popularity](/demand/au/compare/hot-wheels-vs-lego): 70.2% against 5.2% Share of Search.
- [LEGO vs Squishmallows: compare search popularity](/demand/au/compare/lego-vs-squishmallows): 70.2% against 5.2% Share of Search.
- [LEGO vs Connetix: compare search popularity](/demand/au/compare/connetix-vs-lego): 70.2% against 3.5% Share of Search.
- [Barbie vs Hot Wheels: compare search popularity](/demand/au/compare/barbie-vs-hot-wheels): 7.7% against 5.2% Share of Search.
- [Barbie vs Squishmallows: compare search popularity](/demand/au/compare/barbie-vs-squishmallows): 7.7% against 5.2% Share of Search.
- [Barbie vs Connetix: compare search popularity](/demand/au/compare/barbie-vs-connetix): 7.7% against 3.5% Share of Search.
- [Hot Wheels vs Squishmallows: compare search popularity](/demand/au/compare/hot-wheels-vs-squishmallows): 5.2% Share of Search each.
- [Hot Wheels vs Connetix: compare search popularity](/demand/au/compare/connetix-vs-hot-wheels): 5.2% against 3.5% Share of Search.
- [Squishmallows vs Connetix: compare search popularity](/demand/au/compare/connetix-vs-squishmallows): 5.2% against 3.5% Share of Search.

## 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.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | LEGO | 70.2% | 301K | -18.2% | LEGO |
| 2 | Barbie | 7.7% | 33.1K | -18.3% | Mattel |
| 3 | Hot Wheels | 5.2% | 22.2K | 0.0% | Mattel |
| 4 | Squishmallows | 5.2% | 22.2K | 0.0% | Squishmallows |
| 5 | Connetix | 3.5% | 14.8K | +82.7% | Connetix |
| 6 | MAGNA-TILES | 2.3% | 9.9K | +22.2% | Valtech |
| 7 | Nerf | 1.3% | 5.4K | 0.0% | Nerf |
| 8 | VTech | 1% | 4.4K | 0.0% | VTech |
| 9 | Fisher-Price | 0.84% | 3.6K | -18.2% | Mattel |
| 10 | Hasbro | 0.84% | 3.6K | 0.0% | Hasbro |
| 11 | Playmobil | 0.84% | 3.6K | -18.2% | Playmobil |
| 12 | Melissa & Doug | 0.68% | 2.9K | 0.0% | Melissa & Doug |
| 13 | Ravensburger | 0.37% | 1.6K | +23.1% | Ravensburger |
| 14 | Tender Leaf Toys | 0.14% | 590 | 0.0% | Tender Leaf Toys |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | LEGO | 301K | 66.4% | 1 |
| Oct 2025 | Barbie | 40.5K | 8.9% | 2 |
| Oct 2025 | Squishmallows | 33.1K | 7.3% | 3 |
| Oct 2025 | Hot Wheels | 27.1K | 6% | 4 |
| Oct 2025 | Connetix | 14.8K | 3.3% | 5 |
| Oct 2025 | MAGNA-TILES | 8.1K | 1.8% | 6 |
| Oct 2025 | Fisher-Price | 5.4K | 1.2% | 7 |
| Oct 2025 | Nerf | 5.4K | 1.2% | 8 |
| Oct 2025 | VTech | 5.4K | 1.2% | 9 |
| Oct 2025 | Playmobil | 4.4K | 0.97% | 10 |
| Oct 2025 | Hasbro | 3.6K | 0.79% | 11 |
| Oct 2025 | Melissa & Doug | 2.9K | 0.64% | 12 |
| Oct 2025 | Ravensburger | 1K | 0.22% | 13 |
| Oct 2025 | Tender Leaf Toys | 590 | 0.13% | 14 |
| Nov 2025 | LEGO | 450K | 68.5% | 1 |
| Nov 2025 | Barbie | 49.5K | 7.5% | 2 |
| Nov 2025 | Squishmallows | 49.5K | 7.5% | 3 |
| Nov 2025 | Hot Wheels | 33.1K | 5% | 4 |
| Nov 2025 | Connetix | 18.1K | 2.8% | 5 |
| Nov 2025 | MAGNA-TILES | 14.8K | 2.3% | 6 |
| Nov 2025 | VTech | 9.9K | 1.5% | 7 |
| Nov 2025 | Fisher-Price | 8.1K | 1.2% | 8 |
| Nov 2025 | Nerf | 6.6K | 1% | 9 |
| Nov 2025 | Playmobil | 6.6K | 1% | 10 |
| Nov 2025 | Melissa & Doug | 4.4K | 0.67% | 11 |
| Nov 2025 | Hasbro | 3.6K | 0.55% | 12 |
| Nov 2025 | Ravensburger | 1.6K | 0.24% | 13 |
| Nov 2025 | Tender Leaf Toys | 1K | 0.15% | 14 |
| Dec 2025 | LEGO | 550K | 75.1% | 1 |
| Dec 2025 | Squishmallows | 49.5K | 6.8% | 2 |
| Dec 2025 | Barbie | 40.5K | 5.5% | 3 |
| Dec 2025 | Hot Wheels | 33.1K | 4.5% | 4 |
| Dec 2025 | Connetix | 12.1K | 1.7% | 5 |
| Dec 2025 | MAGNA-TILES | 12.1K | 1.7% | 6 |
| Dec 2025 | VTech | 8.1K | 1.1% | 7 |
| Dec 2025 | Fisher-Price | 6.6K | 0.9% | 8 |
| Dec 2025 | Nerf | 6.6K | 0.9% | 9 |
| Dec 2025 | Playmobil | 5.4K | 0.74% | 10 |
| Dec 2025 | Melissa & Doug | 3.6K | 0.49% | 11 |
| Dec 2025 | Hasbro | 2.9K | 0.4% | 12 |
| Dec 2025 | Ravensburger | 1.6K | 0.22% | 13 |
| Dec 2025 | Tender Leaf Toys | 720 | 0.1% | 14 |
| Jan 2026 | LEGO | 450K | 78.9% | 1 |
| Jan 2026 | Barbie | 33.1K | 5.8% | 2 |
| Jan 2026 | Squishmallows | 27.1K | 4.8% | 3 |
| Jan 2026 | Hot Wheels | 22.2K | 3.9% | 4 |
| Jan 2026 | MAGNA-TILES | 6.6K | 1.2% | 5 |
| Jan 2026 | Connetix | 5.4K | 0.95% | 6 |
| Jan 2026 | Nerf | 5.4K | 0.95% | 7 |
| Jan 2026 | VTech | 5.4K | 0.95% | 8 |
| Jan 2026 | Fisher-Price | 3.6K | 0.63% | 9 |
| Jan 2026 | Hasbro | 3.6K | 0.63% | 10 |
| Jan 2026 | Playmobil | 3.6K | 0.63% | 11 |
| Jan 2026 | Melissa & Doug | 2.4K | 0.42% | 12 |
| Jan 2026 | Ravensburger | 1.3K | 0.23% | 13 |
| Jan 2026 | Tender Leaf Toys | 480 | 0.08% | 14 |
| Feb 2026 | LEGO | 301K | 73.8% | 1 |
| Feb 2026 | Barbie | 33.1K | 8.1% | 2 |
| Feb 2026 | Squishmallows | 22.2K | 5.4% | 3 |
| Feb 2026 | Hot Wheels | 18.1K | 4.4% | 4 |
| Feb 2026 | MAGNA-TILES | 6.6K | 1.6% | 5 |
| Feb 2026 | Connetix | 4.4K | 1.1% | 6 |
| Feb 2026 | Nerf | 4.4K | 1.1% | 7 |
| Feb 2026 | Playmobil | 4.4K | 1.1% | 8 |
| Feb 2026 | Fisher-Price | 3.6K | 0.88% | 9 |
| Feb 2026 | VTech | 3.6K | 0.88% | 10 |
| Feb 2026 | Hasbro | 2.9K | 0.71% | 11 |
| Feb 2026 | Melissa & Doug | 1.9K | 0.47% | 12 |
| Feb 2026 | Ravensburger | 1K | 0.25% | 13 |
| Feb 2026 | Tender Leaf Toys | 480 | 0.12% | 14 |
| Mar 2026 | LEGO | 301K | 72.5% | 1 |
| Mar 2026 | Barbie | 33.1K | 8% | 2 |
| Mar 2026 | Hot Wheels | 22.2K | 5.3% | 3 |
| Mar 2026 | Squishmallows | 22.2K | 5.3% | 4 |
| Mar 2026 | MAGNA-TILES | 6.6K | 1.6% | 5 |
| Mar 2026 | Connetix | 5.4K | 1.3% | 6 |
| Mar 2026 | Fisher-Price | 4.4K | 1.1% | 7 |
| Mar 2026 | Nerf | 4.4K | 1.1% | 8 |
| Mar 2026 | Playmobil | 4.4K | 1.1% | 9 |
| Mar 2026 | VTech | 4.4K | 1.1% | 10 |
| Mar 2026 | Hasbro | 2.9K | 0.7% | 11 |
| Mar 2026 | Melissa & Doug | 2.4K | 0.58% | 12 |
| Mar 2026 | Ravensburger | 1K | 0.24% | 13 |
| Mar 2026 | Tender Leaf Toys | 590 | 0.14% | 14 |
| Apr 2026 | LEGO | 301K | 73.2% | 1 |
| Apr 2026 | Barbie | 33.1K | 8.1% | 2 |
| Apr 2026 | Squishmallows | 22.2K | 5.4% | 3 |
| Apr 2026 | Hot Wheels | 18.1K | 4.4% | 4 |
| Apr 2026 | MAGNA-TILES | 6.6K | 1.6% | 5 |
| Apr 2026 | Connetix | 5.4K | 1.3% | 6 |
| Apr 2026 | Fisher-Price | 4.4K | 1.1% | 7 |
| Apr 2026 | Nerf | 4.4K | 1.1% | 8 |
| Apr 2026 | Playmobil | 4.4K | 1.1% | 9 |
| Apr 2026 | Hasbro | 3.6K | 0.88% | 10 |
| Apr 2026 | VTech | 3.6K | 0.88% | 11 |
| Apr 2026 | Melissa & Doug | 2.4K | 0.58% | 12 |
| Apr 2026 | Ravensburger | 1.3K | 0.32% | 13 |
| Apr 2026 | Tender Leaf Toys | 480 | 0.12% | 14 |
| May 2026 | LEGO | 301K | 73.1% | 1 |
| May 2026 | Barbie | 33.1K | 8% | 2 |
| May 2026 | Squishmallows | 22.2K | 5.4% | 3 |
| May 2026 | Hot Wheels | 18.1K | 4.4% | 4 |
| May 2026 | MAGNA-TILES | 6.6K | 1.6% | 5 |
| May 2026 | Connetix | 5.4K | 1.3% | 6 |
| May 2026 | Fisher-Price | 4.4K | 1.1% | 7 |
| May 2026 | Nerf | 4.4K | 1.1% | 8 |
| May 2026 | VTech | 4.4K | 1.1% | 9 |
| May 2026 | Hasbro | 3.6K | 0.87% | 10 |
| May 2026 | Playmobil | 3.6K | 0.87% | 11 |
| May 2026 | Melissa & Doug | 2.9K | 0.7% | 12 |
| May 2026 | Ravensburger | 1.3K | 0.32% | 13 |
| May 2026 | Tender Leaf Toys | 590 | 0.14% | 14 |
| Jun 2026 | LEGO | 301K | 70.7% | 1 |
| Jun 2026 | Barbie | 33.1K | 7.8% | 2 |
| Jun 2026 | Squishmallows | 27.1K | 6.4% | 3 |
| Jun 2026 | Hot Wheels | 22.2K | 5.2% | 4 |
| Jun 2026 | Connetix | 8.1K | 1.9% | 5 |
| Jun 2026 | MAGNA-TILES | 8.1K | 1.9% | 6 |
| Jun 2026 | VTech | 5.4K | 1.3% | 7 |
| Jun 2026 | Fisher-Price | 4.4K | 1% | 8 |
| Jun 2026 | Nerf | 4.4K | 1% | 9 |
| Jun 2026 | Hasbro | 3.6K | 0.85% | 10 |
| Jun 2026 | Playmobil | 3.6K | 0.85% | 11 |
| Jun 2026 | Melissa & Doug | 2.9K | 0.68% | 12 |
| Jun 2026 | Ravensburger | 1.3K | 0.31% | 13 |
| Jun 2026 | Tender Leaf Toys | 720 | 0.17% | 14 |
| Jul 2026 | LEGO | 301K | 71.1% | 1 |
| Jul 2026 | Barbie | 33.1K | 7.8% | 2 |
| Jul 2026 | Squishmallows | 27.1K | 6.4% | 3 |
| Jul 2026 | Hot Wheels | 18.1K | 4.3% | 4 |
| Jul 2026 | MAGNA-TILES | 9.9K | 2.3% | 5 |
| Jul 2026 | Connetix | 8.1K | 1.9% | 6 |
| Jul 2026 | Hasbro | 4.4K | 1% | 7 |
| Jul 2026 | Nerf | 4.4K | 1% | 8 |
| Jul 2026 | Playmobil | 4.4K | 1% | 9 |
| Jul 2026 | VTech | 4.4K | 1% | 10 |
| Jul 2026 | Fisher-Price | 3.6K | 0.85% | 11 |
| Jul 2026 | Melissa & Doug | 2.9K | 0.68% | 12 |
| Jul 2026 | Ravensburger | 1.6K | 0.38% | 13 |
| Jul 2026 | Tender Leaf Toys | 590 | 0.14% | 14 |
| Aug 2026 | LEGO | 368K | 74.2% | 1 |
| Aug 2026 | Barbie | 40.5K | 8.2% | 2 |
| Aug 2026 | Hot Wheels | 22.2K | 4.5% | 3 |
| Aug 2026 | Squishmallows | 22.2K | 4.5% | 4 |
| Aug 2026 | Connetix | 8.1K | 1.6% | 5 |
| Aug 2026 | MAGNA-TILES | 8.1K | 1.6% | 6 |
| Aug 2026 | Nerf | 5.4K | 1.1% | 7 |
| Aug 2026 | Fisher-Price | 4.4K | 0.89% | 8 |
| Aug 2026 | Playmobil | 4.4K | 0.89% | 9 |
| Aug 2026 | VTech | 4.4K | 0.89% | 10 |
| Aug 2026 | Hasbro | 3.6K | 0.73% | 11 |
| Aug 2026 | Melissa & Doug | 2.9K | 0.58% | 12 |
| Aug 2026 | Ravensburger | 1.3K | 0.26% | 13 |
| Aug 2026 | Tender Leaf Toys | 590 | 0.12% | 14 |
| Sep 2026 | LEGO | 301K | 70.2% | 1 |
| Sep 2026 | Barbie | 33.1K | 7.7% | 2 |
| Sep 2026 | Hot Wheels | 22.2K | 5.2% | 3 |
| Sep 2026 | Squishmallows | 22.2K | 5.2% | 4 |
| Sep 2026 | Connetix | 14.8K | 3.5% | 5 |
| Sep 2026 | MAGNA-TILES | 9.9K | 2.3% | 6 |
| Sep 2026 | Nerf | 5.4K | 1.3% | 7 |
| Sep 2026 | VTech | 4.4K | 1% | 8 |
| Sep 2026 | Fisher-Price | 3.6K | 0.84% | 9 |
| Sep 2026 | Hasbro | 3.6K | 0.84% | 10 |
| Sep 2026 | Playmobil | 3.6K | 0.84% | 11 |
| Sep 2026 | Melissa & Doug | 2.9K | 0.68% | 12 |
| Sep 2026 | Ravensburger | 1.6K | 0.37% | 13 |
| Sep 2026 | Tender Leaf Toys | 590 | 0.14% | 14 |

## What is being compared

- **Barbie**: Measured on the search term “barbie”.
- **Connetix**: Measured on the search term “connetix”.
- **Fisher-Price**: Measured on the search term “fisher price”.
- **Hasbro**: Measured on the search term “hasbro”.
- **Hot Wheels**: Measured on the search term “hot wheels”.
- **LEGO**: Measured on the search term “lego”.
- **MAGNA-TILES**: Measured on the search term “magna tiles”.
- **Melissa & Doug**: Measured on the search term “melissa and doug”.
- **Nerf**: Measured on the search term “nerf”.
- **Playmobil**: Measured on the search term “playmobil”.
- **Ravensburger**: Measured on the search term “ravensburger”.
- **Squishmallows**: Measured on the search term “squishmallows”.
- **Tender Leaf Toys**: Measured on the search term “tender leaf toys”.
- **VTech**: Measured on the search term “vtech”.

- [Barbie](/demand/au/brands/barbie)
- [Connetix](/demand/au/brands/connetix)
- [Fisher-Price](/demand/au/brands/fisher-price)
- [Hasbro](/demand/au/brands/hasbro)
- [Hot Wheels](/demand/au/brands/hot-wheels)
- [LEGO](/demand/au/brands/lego)
- [MAGNA-TILES](/demand/au/brands/magna-tiles)
- [Melissa & Doug](/demand/au/brands/melissa-and-doug)
- [Nerf](/demand/au/brands/nerf)
- [Playmobil](/demand/au/brands/playmobil)
- [Ravensburger](/demand/au/brands/ravensburger)
- [Squishmallows](/demand/au/brands/squishmallows)
- [Tender Leaf Toys](/demand/au/brands/tender-leaf-toys)
- [VTech](/demand/au/brands/vtech)

## 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

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

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.

## Cite this page

Brandwave. "Toy brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-toy-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-toy-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.