Brandwave

How popular isBarbie in search?

In August 2026, there were an estimated 1.8M branded searches for Barbie worldwide which is down 18.3% over the last 11 months. Barbie holds 13.1% estimated Share of Search among toy brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. LEGO79.3%
  2. Barbie13.1%
  3. Playmobil5.9%
  4. Hasbro1.4%
  5. Spin Master0.35%
  6. Melissa & Doug<0.01%
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Where does Barbie compete?

Barbie is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toy brands2nd of 613.1%Shown below
Action figure brands1st of 659.2%Show ranking
Board game brands1st of 581.6%Show ranking

Which toy brands compete with Barbie?

Barbie against toy brands worldwide, by month

Share of Search by month for LEGO, Barbie, Playmobil. The figures are in the table below the chart.

View monthly share of search table
MonthLEGOBarbiePlaymobilHasbroSpin MasterMelissa & Doug
Oct 202576%15.3%6.8%1.4%0.41%<0.01%
Nov 202580.6%10.9%7.3%0.98%0.29%<0.01%
Dec 202581.9%11%6%0.81%0.3%<0.01%
Jan 202683.3%11.2%4.1%1%0.3%<0.01%
Feb 202679.3%13.1%5.9%1.4%0.35%<0.01%
Mar 202677%15.5%5.7%1.4%0.34%<0.01%
Apr 202677%15.5%5.7%1.4%0.34%<0.01%
May 202680%13.2%4.8%1.4%0.53%<0.01%
Jun 202680.2%13.2%4.9%1.5%0.29%<0.01%
Jul 202679.9%13.2%4.8%1.8%0.36%<0.01%
Aug 202679.3%13.1%5.9%1.4%0.35%<0.01%
Sep 2026——————

  1. 1.LEGO

    79.3%

    Held 1st. 11.1M estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Barbie

    13.1%

    Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Playmobil

    5.9%

    Held 3rd. 823K estimated branded searches, +22.3% vs prior month. Share +1 points.

  4. 4.Hasbro

    1.4%

    Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  5. 5.Spin Master

    0.35%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Melissa & Doug

    <0.01%

    Held 6th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Barbie and its closest rivals

How has branded search demand for Barbie changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Barbie worldwide fell from 2.2M to 1.8M.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands worldwide decreased from 15.3% to 13.1%.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands worldwide peaked at 15.5% in March 2026 and was lowest at 10.9% in November 2025.

How did search popularity change for toy brands worldwide in August 2026?

  1. In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.9%.

  2. In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%.

  3. Estimated monthly branded searches for Melissa & Doug worldwide fell 18.8% over 11 measured months, from 480 to 390 in August 2026.

  4. Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026.

  5. Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

How is Barbie measured?

Brandwave collects information about searches that people make online using Barbie’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • barbie

How the Brand Demand Index is measured

Who owns Barbie?

Barbie is owned by Mattel. Brandwave also tracks Fisher-Price, owned by the same company, worldwide.

Do you work for Barbie? To request corrections or removal please contact us via our support page and we will be happy to assist.

Creator with pink hair and a pink jacket

Is Barbie your brand?

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