--- title: "Barbie vs Melissa & Doug: Which is searched more in Australia?" description: "Is Barbie or Melissa & Doug more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set in Australia. 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/compare/barbie-vs-melissa-and-doug" publisher: "Brandwave" --- # Barbie vs Melissa & Doug: Which is searched more in Australia? Is Barbie or Melissa & Doug more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set in Australia. 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 - **Compared**: Barbie and Melissa & Doug - **Competitive set**: Toy brands - **Market**: Australia - **Month measured**: Sep 2026 - **Barbie Share of Search**: 7.7% - **Melissa & Doug Share of Search**: 0.68% ## Is Barbie or Melissa & Doug more popular in search? - In September 2026, Barbie had more branded searches than Melissa & Doug among toy brands in Australia. Barbie had about 33,100 branded searches, while Melissa & Doug had 2,900. Barbie made up 7.7% of all toy brand searches we track, and Melissa & Doug accounted for 0.68%. - Barbie was ahead of Melissa & Doug in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Barbie’s share of searches among toy brands in Australia moved from 8.9% to 7.7%, and its estimated monthly branded searches moved from 40.5K to 33.1K. - Across the 12 months ending September 2026, Melissa & Doug’s share of searches among toy brands in Australia moved from 0.64% to 0.68%, and its estimated monthly branded searches held steady at 2.9K. ## Top toy brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Barbie was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Melissa & Doug did not appear in any of the five answers. 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. ## How did search popularity change for Australia toy brands in September 2026? - Estimated monthly branded searches for Barbie in Australia fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026. ## Month by month | Month | Barbie estimated searches | Barbie Share of Search | Barbie rank | Melissa & Doug estimated searches | Melissa & Doug Share of Search | Melissa & Doug rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 40.5K | 8.9% | 2 | 2.9K | 0.64% | 12 | | Nov 2025 | 49.5K | 7.5% | 2 | 4.4K | 0.67% | 11 | | Dec 2025 | 40.5K | 5.5% | 3 | 3.6K | 0.49% | 11 | | Jan 2026 | 33.1K | 5.8% | 2 | 2.4K | 0.42% | 12 | | Feb 2026 | 33.1K | 8.1% | 2 | 1.9K | 0.47% | 12 | | Mar 2026 | 33.1K | 8% | 2 | 2.4K | 0.58% | 12 | | Apr 2026 | 33.1K | 8.1% | 2 | 2.4K | 0.58% | 12 | | May 2026 | 33.1K | 8% | 2 | 2.9K | 0.7% | 12 | | Jun 2026 | 33.1K | 7.8% | 2 | 2.9K | 0.68% | 12 | | Jul 2026 | 33.1K | 7.8% | 2 | 2.9K | 0.68% | 12 | | Aug 2026 | 40.5K | 8.2% | 2 | 2.9K | 0.58% | 12 | | Sep 2026 | 33.1K | 7.7% | 2 | 2.9K | 0.68% | 12 | ## How each brand is measured Brandwave collects information about searches that people make online using Barbie’s and Melissa & Doug’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. - **Barbie**: Measured on the search term “barbie”. - **Melissa & Doug**: Measured on the search term “melissa and doug”. - [Barbie profile](/demand/au/brands/barbie) - [Melissa & Doug profile](/demand/au/brands/melissa-and-doug) - [All toy brands in Australia](/demand/au/categories/au-toy-brands): The set both shares are measured inside, 14 brands. ## 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 ### Is Barbie or Melissa & Doug more popular in search? In September 2026, Barbie had more branded searches than Melissa & Doug among toy brands in Australia. Barbie had about 33,100 branded searches, while Melissa & Doug had 2,900. Barbie made up 7.7% of all toy brand searches we track, and Melissa & Doug accounted for 0.68%. ## Cite this page Brandwave. "Barbie vs Melissa & Doug: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/barbie-vs-melissa-and-doug This page is also available as HTML at https://gobrandwave.com/demand/au/compare/barbie-vs-melissa-and-doug. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.