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 81.6% estimated Share of Search among board game brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Barbie81.6%
Hasbro9%
Ravensburger6%Asmodee3.3%
- Z-Man Games0.08%
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Which board game brands compete with Barbie?
Share of Search by month for Barbie, Hasbro, Ravensburger, Asmodee. The figures are in the table below the chart.
View monthly share of search table
| Month | Barbie | Hasbro | Ravensburger | Asmodee | Z-Man Games |
|---|---|---|---|---|---|
| Oct 2025 | 84.4% | 7.6% | 5.1% | 2.8% | 0.11% |
| Nov 2025 | 81.9% | 7.3% | 7.3% | 3.3% | 0.13% |
| Dec 2025 | 83.9% | 6.2% | 7.5% | 2.3% | 0.11% |
| Jan 2026 | 83.5% | 7.5% | 6.1% | 2.8% | 0.13% |
| Feb 2026 | 82.1% | 9% | 6.1% | 2.7% | 0.16% |
| Mar 2026 | 84.4% | 7.6% | 5.1% | 2.8% | 0.11% |
| Apr 2026 | 85.3% | 7.7% | 4.2% | 2.8% | 0.09% |
| May 2026 | 82.5% | 9.1% | 5% | 3.3% | 0.11% |
| Jun 2026 | 83% | 9.1% | 5% | 2.7% | 0.11% |
| Jul 2026 | 80.9% | 10.9% | 4.9% | 3.3% | 0.08% |
| Aug 2026 | 81.6% | 9% | 6% | 3.3% | 0.08% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 81.6% | 1.8M | 0% | +0.7 points | |
| 2, held 2nd | 9% | 201K | -18.3% | -1.9 points | |
| 3, held 3rd | 6% | 135K | +22.7% | +1.2 points | |
| 4, held 4th | 3.3% | 74K | 0% | 0 points | |
| 5, held 5th | 0.08% | 1.9K | 0% | 0 points |
1.
Barbie81.6%
Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +0.7 points.
2.
Hasbro9%
Held 2nd. 201K estimated branded searches, -18.3% vs prior month. Share -1.9 points.
6%
Held 3rd. 135K estimated branded searches, +22.7% vs prior month. Share +1.2 points.
4.
3.3%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share 0 points.
0.08%
Held 5th. 1.9K 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 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 board game brands worldwide in August 2026?
4 changes
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.
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% | Show ranking |
| Board game brands | 1st of 5 | 81.6% | Shown above |
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?
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