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 59.2% estimated Share of Search among action figure brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which action figure brands compete with Barbie?
Share of Search by month for Barbie, Funko, Bandai, Hasbro, NECA. The figures are in the table below the chart.
View monthly share of search table
| Month | Barbie | Funko | Bandai | Hasbro | NECA | McFarlane |
|---|---|---|---|---|---|---|
| Oct 2025 | 64.5% | 19.4% | 5.8% | 5.8% | 3.2% | 1.4% |
| Nov 2025 | 58.4% | 26.1% | 6.4% | 5.2% | 2.9% | 1.1% |
| Dec 2025 | 63.7% | 23.2% | 4.7% | 4.7% | 2.6% | 1.2% |
| Jan 2026 | 60.7% | 22.3% | 6.7% | 5.4% | 2.5% | 2.5% |
| Feb 2026 | 62.6% | 18.8% | 6.9% | 6.9% | 3.1% | 1.7% |
| Mar 2026 | 65.7% | 16.1% | 7.2% | 5.9% | 3.2% | 1.8% |
| Apr 2026 | 68.1% | 13.7% | 7.5% | 6.1% | 2.8% | 1.8% |
| May 2026 | 61.5% | 18.5% | 8.3% | 6.7% | 3% | 2% |
| Jun 2026 | 64% | 15.7% | 8.6% | 7% | 3.2% | 1.4% |
| Jul 2026 | 59.9% | 14.7% | 12.1% | 8.1% | 3.6% | 1.6% |
| Aug 2026 | 59.2% | 17.8% | 11.9% | 6.5% | 2.9% | 1.6% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 59.2% | 1.8M | 0% | -0.7 points | |
| 2, held 2nd | 17.8% | 550K | +22.2% | +3.1 points | |
| 3, held 3rd | 11.9% | 368K | 0% | -0.1 points | |
| 4, held 4th | 6.5% | 201K | -18.3% | -1.5 points | |
| 5, held 5th | 2.9% | 90.5K | -17.7% | -0.7 points | |
| 6, held 6th | 1.6% | 49.5K | 0% | 0 points |
1.
Barbie59.2%
Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share -0.7 points.
2.Funko
17.8%
Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +3.1 points.
3.Bandai
11.9%
Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.
Hasbro6.5%
Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -1.5 points.
5.NECA
2.9%
Held 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.
1.6%
Held 6th. 49.5K 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?
3 findings
- 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 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.
How did search popularity change for action figure brands worldwide in August 2026?
5 changes
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.
Where does Barbie compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Toy brands | 2nd of 6 | 13.1% | Show ranking |
| Action figure brands | 1st of 6 | 59.2% | Shown above |
| Board game brands | 1st of 5 | 81.6% | Show ranking |
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
Who owns Barbie?
Barbie is owned by 
Mattel. Brandwave also tracks 
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Is Barbie your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.