---
title: "Mattel brands and Share of Search"
description: "The brands Mattel markets in Australia, and where to find each one's branded demand. Demand belongs to each brand, so the brands are never added together."
canonical: "https://gobrandwave.com/demand/au/companies/mattel"
publisher: "Brandwave"
---

# Mattel brands and Share of Search

The brands Mattel markets in Australia, and where to find each one's branded demand. Demand belongs to each brand, so the brands are never added together.

## Key facts

- **Company**: Mattel
- **Market**: Australia
- **Brands tracked**: 3
- **Measured through**: Sep 2026
- **Combined demand figure**: Not published; demand belongs to each brand

## Brands this company owns

| Brand | Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- | --- |
| Barbie | Toy brands | 2 | 7.7% | 33.1K |
| Fisher-Price | Toy brands | 9 | 0.84% | 3.6K |
| Hot Wheels | Toy brands | 3 | 5.2% | 22.2K |

- [Barbie](/demand/au/brands/barbie)
- [Fisher-Price](/demand/au/brands/fisher-price)
- [Hot Wheels](/demand/au/brands/hot-wheels)

## Brand competitors

- [LEGO](/demand/au/brands/lego): 1st place in AU Toy brands estimated Share of Search at 70.2% in Sep 2026.
- [Squishmallows](/demand/au/brands/squishmallows): 4th place in AU Toy brands estimated Share of Search at 5.2% in Sep 2026.
- [Connetix](/demand/au/brands/connetix): 5th place in AU Toy brands estimated Share of Search at 3.5% in Sep 2026.

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Mattel brands and Share of Search". https://gobrandwave.com/demand/au/companies/mattel

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