--- title: "LEGO vs MAGNA-TILES: Which is searched more in Australia?" description: "Is LEGO 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/lego-vs-magna-tiles" publisher: "Brandwave" --- # LEGO vs MAGNA-TILES: Which is searched more in Australia? Is LEGO 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**: LEGO and MAGNA-TILES - **Competitive set**: Toy brands - **Market**: Australia - **Month measured**: Sep 2026 - **LEGO Share of Search**: 70.2% - **MAGNA-TILES Share of Search**: 2.3% ## Is LEGO or MAGNA-TILES more popular in search? - 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%. - 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. ## 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. 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, MAGNA-TILES gained share of searches among toy brands in Australia, from 1.6% to 2.3%. - In September 2026, LEGO lost share of searches among toy brands in Australia, from 74.2% to 70.2%. ## Month by month | Month | LEGO estimated searches | LEGO Share of Search | LEGO rank | MAGNA-TILES estimated searches | MAGNA-TILES Share of Search | MAGNA-TILES rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 66.4% | 1 | 8.1K | 1.8% | 6 | | Nov 2025 | 450K | 68.5% | 1 | 14.8K | 2.3% | 6 | | Dec 2025 | 550K | 75.1% | 1 | 12.1K | 1.7% | 6 | | Jan 2026 | 450K | 78.9% | 1 | 6.6K | 1.2% | 5 | | Feb 2026 | 301K | 73.8% | 1 | 6.6K | 1.6% | 5 | | Mar 2026 | 301K | 72.5% | 1 | 6.6K | 1.6% | 5 | | Apr 2026 | 301K | 73.2% | 1 | 6.6K | 1.6% | 5 | | May 2026 | 301K | 73.1% | 1 | 6.6K | 1.6% | 5 | | Jun 2026 | 301K | 70.7% | 1 | 8.1K | 1.9% | 6 | | Jul 2026 | 301K | 71.1% | 1 | 9.9K | 2.3% | 5 | | Aug 2026 | 368K | 74.2% | 1 | 8.1K | 1.6% | 6 | | Sep 2026 | 301K | 70.2% | 1 | 9.9K | 2.3% | 6 | ## How each brand is measured 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**: Measured on the search term “lego”. - **MAGNA-TILES**: Measured on the search term “magna tiles”. - [LEGO profile](/demand/au/brands/lego) - [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 LEGO or MAGNA-TILES more popular in search? 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%. ## Cite this page Brandwave. "LEGO vs MAGNA-TILES: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/lego-vs-magna-tiles This page is also available as HTML at https://gobrandwave.com/demand/au/compare/lego-vs-magna-tiles. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.