--- title: "LEGO vs Squishmallows: Which is searched more in Australia?" description: "Is LEGO or Squishmallows 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-squishmallows" publisher: "Brandwave" --- # LEGO vs Squishmallows: Which is searched more in Australia? Is LEGO or Squishmallows 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 Squishmallows - **Competitive set**: Toy brands - **Market**: Australia - **Month measured**: Sep 2026 - **LEGO Share of Search**: 70.2% - **Squishmallows Share of Search**: 5.2% ## Is LEGO or Squishmallows more popular in search? - In September 2026, LEGO had more branded searches than Squishmallows among toy brands in Australia. LEGO had about 301,000 branded searches, while Squishmallows had 22,200. LEGO made up 70.2% of all toy brand searches we track, and Squishmallows accounted for 5.2%. - LEGO was ahead of Squishmallows 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, Squishmallows’ share of searches among toy brands in Australia moved from 7.3% to 5.2%, and its estimated monthly branded searches moved from 33.1K to 22.2K. ## 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. Squishmallows was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. LEGO was listed before Squishmallows in every answer. 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, Squishmallows gained share of searches among toy brands in Australia, from 4.5% to 5.2%. - 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 | Squishmallows estimated searches | Squishmallows Share of Search | Squishmallows rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 66.4% | 1 | 33.1K | 7.3% | 3 | | Nov 2025 | 450K | 68.5% | 1 | 49.5K | 7.5% | 3 | | Dec 2025 | 550K | 75.1% | 1 | 49.5K | 6.8% | 2 | | Jan 2026 | 450K | 78.9% | 1 | 27.1K | 4.8% | 3 | | Feb 2026 | 301K | 73.8% | 1 | 22.2K | 5.4% | 3 | | Mar 2026 | 301K | 72.5% | 1 | 22.2K | 5.3% | 4 | | Apr 2026 | 301K | 73.2% | 1 | 22.2K | 5.4% | 3 | | May 2026 | 301K | 73.1% | 1 | 22.2K | 5.4% | 3 | | Jun 2026 | 301K | 70.7% | 1 | 27.1K | 6.4% | 3 | | Jul 2026 | 301K | 71.1% | 1 | 27.1K | 6.4% | 3 | | Aug 2026 | 368K | 74.2% | 1 | 22.2K | 4.5% | 4 | | Sep 2026 | 301K | 70.2% | 1 | 22.2K | 5.2% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using LEGO’s and Squishmallows’ 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”. - **Squishmallows**: Measured on the search term “squishmallows”. - [LEGO profile](/demand/au/brands/lego) - [Squishmallows profile](/demand/au/brands/squishmallows) - [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 Squishmallows more popular in search? In September 2026, LEGO had more branded searches than Squishmallows among toy brands in Australia. LEGO had about 301,000 branded searches, while Squishmallows had 22,200. LEGO made up 70.2% of all toy brand searches we track, and Squishmallows accounted for 5.2%. ## Cite this page Brandwave. "LEGO vs Squishmallows: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/lego-vs-squishmallows This page is also available as HTML at https://gobrandwave.com/demand/au/compare/lego-vs-squishmallows. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.