Brandwave

Hot Wheels vs LEGO:Which is more popular?

In September 2026, LEGO had more branded searches than Hot Wheels among toy brands in Australia. LEGO had about 301,000 branded searches, while Hot Wheels had 22,200. LEGO made up 70.2% of all toy brand searches we track, and Hot Wheels accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in four of the five answers and Hot Wheels in two. LEGO was mentioned before Hot Wheels in every answer.

Among toy brands in Australia in September 2026

Who do people search for more?

LEGO, about 14 searches for every 1 for Hot Wheels

LEGO 301K searchesHot Wheels 22.2K searches

Who does AI mention more?

LEGO, mentioned in 4 of 5 answers, Hot Wheels in 2

LEGO in 4 of 5Hot Wheels in 2 of 5

Who does AI recommend more?

LEGO, named ahead of Hot Wheels in every answer

LEGO first in 2Hot Wheels never first

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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. 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. LEGO was listed before Hot Wheels in every answer.

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.

Is Hot Wheels or LEGO more popular in search?

This chart shows how often people search Google for Hot Wheels and LEGO 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.

Hot Wheels and LEGO among toy brands in Australia, by month

Share of searches by month for LEGO, Hot Wheels. 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%

How has the Hot Wheels and LEGO comparison changed over the last 12 months?

3 findings
  • LEGO was ahead of Hot Wheels in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hot Wheels’ share of searches among toy brands in Australia moved from 6% to 5.2%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
  • Across the 12 months ending September 2026, LEGO’s share of searches among toy brands in Australia moved from 66.4% to 70.2%, and its estimated monthly branded searches held steady at 301K.

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

2 changes

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

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hot Wheels’ and LEGO’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Hot Wheels

1 branded search term

  • hot wheels

LEGO

1 branded search term

  • lego

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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