Brandwave

Hasbro vs Hot Wheels:Which is more popular?

In September 2026, Hot Wheels had more branded searches than Hasbro among toy brands in Australia. Hot Wheels had about 22,200 branded searches, while Hasbro had 3,600. Hot Wheels made up 5.2% of all toy brand searches we track, and Hasbro accounted for 0.84%. When we asked ChatGPT and Google AI Overviews about toy brands, Hot Wheels appeared in two of the five answers and Hasbro in one. Hot Wheels was mentioned before Hasbro in every answer.

Among toy brands in Australia in September 2026

Who do people search for more?

Hot Wheels, about 6 searches for every 1 for Hasbro

Hot Wheels 22.2K searchesHasbro 3.6K searches

Who does AI mention more?

Hot Wheels, mentioned in 2 of 5 answers, Hasbro in 1

Hot Wheels in 2 of 5Hasbro in 1 of 5

Who does AI recommend more?

Hot Wheels, named ahead of Hasbro in every answer

Hot Wheels first in 2Hasbro never first

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Hasbro was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hot Wheels was listed before Hasbro 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 Hasbro or Hot Wheels more popular in search?

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

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

Share of searches by month for Hot Wheels, Hasbro. 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 Hasbro and Hot Wheels comparison changed over the last 12 months?

3 findings
  • Hot Wheels was ahead of Hasbro in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hasbro’s share of searches among toy brands in Australia moved from 0.79% to 0.84%, and its estimated monthly branded searches held steady at 3.6K.
  • 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.

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, Hasbro rose from 11th to 10th among toy brands in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hasbro’s and Hot Wheels’ 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.

Hasbro

1 branded search term

  • hasbro

Hot Wheels

1 branded search term

  • hot wheels

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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