Brandwave

LEGO vs MAGNA-TILES:Which is more popular?

In September 2026, LEGO had more branded searches than MAGNA-TILES among toy brands in Australia. LEGO had about 301,000 branded searches, while MAGNA-TILES had 9,900. LEGO made up 70.2% of all toy brand searches we track, and MAGNA-TILES accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in four of the five answers and MAGNA-TILES in none.

Among toy brands in Australia in September 2026

Who do people search for more?

LEGO, about 30 searches for every 1 for MAGNA-TILES

LEGO 301K searchesMAGNA-TILES 9.9K searches

Who does AI mention more?

LEGO, mentioned in 4 of 5 answers, MAGNA-TILES in 0

LEGO in 4 of 5MAGNA-TILES in 0 of 5

Who does AI recommend more?

LEGO, the only one of the two named

LEGO first in 2MAGNA-TILES never named

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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. MAGNA-TILES did not appear in any of the five answers.

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. +1 more
  11. MAGNA-TILES–
  12. +3 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
  • MAGNA-TILES0 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 LEGO or MAGNA-TILES more popular in search?

This chart shows how often people search Google for LEGO and MAGNA-TILES 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.

LEGO and MAGNA-TILES among toy brands in Australia, by month

Share of searches by month for LEGO, MAGNA-TILES. 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 LEGO and MAGNA-TILES comparison changed over the last 12 months?

3 findings
  • LEGO was ahead of MAGNA-TILES in every measured month of the 12 months ending September 2026.
  • 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.
  • 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.

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

2 changes

  1. In September 2026, MAGNA-TILES gained share of searches among toy brands in Australia, from 1.6% to 2.3%.

  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 LEGO’s 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.

LEGO

1 branded search term

  • lego

MAGNA-TILES

1 branded search term

  • magna tiles

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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