--- title: "Hot Wheels vs MAGNA-TILES: Which is searched more in Australia?" description: "Is Hot Wheels or MAGNA-TILES 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/hot-wheels-vs-magna-tiles" publisher: "Brandwave" --- # Hot Wheels vs MAGNA-TILES: Which is searched more in Australia? Is Hot Wheels or MAGNA-TILES 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**: Hot Wheels and MAGNA-TILES - **Competitive set**: Toy brands - **Market**: Australia - **Month measured**: Sep 2026 - **Hot Wheels Share of Search**: 5.2% - **MAGNA-TILES Share of Search**: 2.3% ## Is Hot Wheels or MAGNA-TILES more popular in search? - In September 2026, Hot Wheels had more branded searches than MAGNA-TILES among toy brands in Australia. Hot Wheels had about 22,200 branded searches, while MAGNA-TILES had 9,900. Hot Wheels made up 5.2% of all toy brand searches we track, and MAGNA-TILES accounted for 2.3%. - Hot Wheels was ahead of MAGNA-TILES 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, MAGNA-TILES’s share of searches among toy brands in Australia moved from 1.8% to 2.3%, and its estimated monthly branded searches moved from 8.1K to 9.9K. ## 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. MAGNA-TILES 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? - In September 2026, Hot Wheels 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%. ## Month by month | Month | Hot Wheels estimated searches | Hot Wheels Share of Search | Hot Wheels rank | MAGNA-TILES estimated searches | MAGNA-TILES Share of Search | MAGNA-TILES rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 27.1K | 6% | 4 | 8.1K | 1.8% | 6 | | Nov 2025 | 33.1K | 5% | 4 | 14.8K | 2.3% | 6 | | Dec 2025 | 33.1K | 4.5% | 4 | 12.1K | 1.7% | 6 | | Jan 2026 | 22.2K | 3.9% | 4 | 6.6K | 1.2% | 5 | | Feb 2026 | 18.1K | 4.4% | 4 | 6.6K | 1.6% | 5 | | Mar 2026 | 22.2K | 5.3% | 3 | 6.6K | 1.6% | 5 | | Apr 2026 | 18.1K | 4.4% | 4 | 6.6K | 1.6% | 5 | | May 2026 | 18.1K | 4.4% | 4 | 6.6K | 1.6% | 5 | | Jun 2026 | 22.2K | 5.2% | 4 | 8.1K | 1.9% | 6 | | Jul 2026 | 18.1K | 4.3% | 4 | 9.9K | 2.3% | 5 | | Aug 2026 | 22.2K | 4.5% | 3 | 8.1K | 1.6% | 6 | | Sep 2026 | 22.2K | 5.2% | 3 | 9.9K | 2.3% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Hot Wheels’ and MAGNA-TILES’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**: Measured on the search term “hot wheels”. - **MAGNA-TILES**: Measured on the search term “magna tiles”. - [Hot Wheels profile](/demand/au/brands/hot-wheels) - [MAGNA-TILES profile](/demand/au/brands/magna-tiles) - [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 Hot Wheels or MAGNA-TILES more popular in search? In September 2026, Hot Wheels had more branded searches than MAGNA-TILES among toy brands in Australia. Hot Wheels had about 22,200 branded searches, while MAGNA-TILES had 9,900. Hot Wheels made up 5.2% of all toy brand searches we track, and MAGNA-TILES accounted for 2.3%. ## Cite this page Brandwave. "Hot Wheels vs MAGNA-TILES: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/hot-wheels-vs-magna-tiles This page is also available as HTML at https://gobrandwave.com/demand/au/compare/hot-wheels-vs-magna-tiles. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.