--- title: "Barbie: search popularity and Share of Search worldwide" description: "Barbie is a toy brand sold in New Zealand. 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/global-en/brands/barbie" publisher: "Brandwave" --- # Barbie: search popularity and Share of Search worldwide Barbie is a toy brand sold in New Zealand. 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 - **Brand**: Barbie - **Owned by**: Mattel - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among toy brands**: 13.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Toy brands | 2 | 13.1% | 1.8M | | Action figure brands | 1 | 59.2% | 1.8M | | Board game brands | 1 | 81.6% | 1.8M | - [Toy brands](/demand/global-en/categories/toy-brands) - [Action figure brands](/demand/global-en/categories/action-figure-brands) - [Board game brands](/demand/global-en/categories/board-game-brands) ## 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. - Across the 11 months ending August 2026, Barbie’s estimated Share of Search among action figure brands worldwide decreased from 64.5% to 59.2%. - Across the 11 months ending August 2026, Barbie’s estimated Share of Search among action figure brands worldwide peaked at 68.1% in April 2026 and was lowest at 58.4% in November 2025. - Across the 11 months ending August 2026, Barbie’s estimated Share of Search among board game brands worldwide decreased from 84.4% to 81.6%. - Across the 11 months ending August 2026, Barbie’s estimated Share of Search among board game brands worldwide peaked at 85.3% in April 2026 and was lowest at 80.9% in July 2026. ## How did search popularity change for toy brands worldwide in August 2026? - In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.9%. - In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%. - Estimated monthly branded searches for Melissa & Doug worldwide fell 18.8% over 11 measured months, from 480 to 390 in August 2026. - Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026. - 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 did search popularity change for action figure brands worldwide in August 2026? - In August 2026, Funko gained estimated Share of Search among action figure brands worldwide, from 14.7% to 17.8%. - In August 2026, Hasbro lost estimated Share of Search among action figure brands worldwide, from 8.1% to 6.5%. - In August 2026, Barbie lost estimated Share of Search among action figure brands worldwide, from 59.9% to 59.2%. - In August 2026, NECA lost estimated Share of Search among action figure brands worldwide, from 3.6% to 2.9%. - Estimated monthly branded searches for Bandai worldwide rose 83.1% over 11 measured months, from 201K to 368K in August 2026. ## How did search popularity change for board game brands worldwide in August 2026? - In August 2026, Ravensburger gained estimated Share of Search among board game brands worldwide, from 4.9% to 6%. - In August 2026, Barbie gained estimated Share of Search among board game brands worldwide, from 80.9% to 81.6%. - In August 2026, Hasbro lost estimated Share of Search among board game brands worldwide, from 10.9% to 9%. - Estimated monthly branded searches for Z-Man Games worldwide fell 34.5% over 11 measured months, from 2.9K to 1.9K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Toy brands | 2.2M | 15.3% | 2 | | Nov 2025 | Toy brands | 2.2M | 10.9% | 2 | | Dec 2025 | Toy brands | 2.7M | 11% | 2 | | Jan 2026 | Toy brands | 2.2M | 11.2% | 2 | | Feb 2026 | Toy brands | 1.8M | 13.1% | 2 | | Mar 2026 | Toy brands | 2.2M | 15.5% | 2 | | Apr 2026 | Toy brands | 2.2M | 15.5% | 2 | | May 2026 | Toy brands | 1.8M | 13.2% | 2 | | Jun 2026 | Toy brands | 1.8M | 13.2% | 2 | | Jul 2026 | Toy brands | 1.8M | 13.2% | 2 | | Aug 2026 | Toy brands | 1.8M | 13.1% | 2 | | Sep 2026 | Toy brands | — | — | — | | Oct 2025 | Action figure brands | 2.2M | 64.5% | 1 | | Nov 2025 | Action figure brands | 2.2M | 58.4% | 1 | | Dec 2025 | Action figure brands | 2.7M | 63.7% | 1 | | Jan 2026 | Action figure brands | 2.2M | 60.7% | 1 | | Feb 2026 | Action figure brands | 1.8M | 62.6% | 1 | | Mar 2026 | Action figure brands | 2.2M | 65.7% | 1 | | Apr 2026 | Action figure brands | 2.2M | 68.1% | 1 | | May 2026 | Action figure brands | 1.8M | 61.5% | 1 | | Jun 2026 | Action figure brands | 1.8M | 64% | 1 | | Jul 2026 | Action figure brands | 1.8M | 59.9% | 1 | | Aug 2026 | Action figure brands | 1.8M | 59.2% | 1 | | Sep 2026 | Action figure brands | — | — | — | | Oct 2025 | Board game brands | 2.2M | 84.4% | 1 | | Nov 2025 | Board game brands | 2.2M | 81.9% | 1 | | Dec 2025 | Board game brands | 2.7M | 83.9% | 1 | | Jan 2026 | Board game brands | 2.2M | 83.5% | 1 | | Feb 2026 | Board game brands | 1.8M | 82.1% | 1 | | Mar 2026 | Board game brands | 2.2M | 84.4% | 1 | | Apr 2026 | Board game brands | 2.2M | 85.3% | 1 | | May 2026 | Board game brands | 1.8M | 82.5% | 1 | | Jun 2026 | Board game brands | 1.8M | 83% | 1 | | Jul 2026 | Board game brands | 1.8M | 80.9% | 1 | | Aug 2026 | Board game brands | 1.8M | 81.6% | 1 | | Sep 2026 | Board game brands | — | — | — | ## 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. - “barbie” ## Which toy brands compete with Barbie? - [LEGO](/demand/global-en/brands/lego): Head-to-head: /demand/global-en/compare/barbie-vs-lego - [Playmobil](/demand/global-en/brands/playmobil): Head-to-head: /demand/global-en/compare/barbie-vs-playmobil - [Hasbro](/demand/global-en/brands/hasbro): Head-to-head: /demand/global-en/compare/barbie-vs-hasbro - [Spin Master](/demand/global-en/brands/spin-master): Head-to-head: /demand/global-en/compare/barbie-vs-spin-master - [Melissa & Doug](/demand/global-en/brands/melissa-and-doug): Head-to-head: /demand/global-en/compare/barbie-vs-melissa-and-doug ## Who owns Barbie? Barbie is owned by Mattel. Brandwave also tracks Fisher-Price, owned by the same company, worldwide. - [Mattel](/demand/global-en/companies/mattel): Owns 3 tracked brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Barbie? Barbie is owned by Mattel. Brandwave also tracks Fisher-Price, owned by the same company, worldwide. ## Cite this page Brandwave. "Barbie: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/barbie This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/barbie. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.