Brandwave

How popular isBarbie in search?

In September 2026, there were an estimated 1.8M branded searches for Barbie worldwide which is down 18.3% over the last 12 months. Barbie holds 12.5% estimated Share of Search among toy brands worldwide and is ranked 2nd of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. LEGO75.9%
  2. Barbie12.5%
  3. Playmobil5.6%
  4. VTech1.7%
  5. Fisher-Price1.7%
  6. Hasbro1.4%
  7. Melissa & Doug0.93%
  8. Spin Master0.34%
Barbie website (opens in a new tab)

Follow Barbie and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

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 812.5%Shown below
Action figure brands1st of 660.7%Show ranking
Board game brands1st of 681%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
MonthLEGOBarbiePlaymobilVTechFisher-PriceHasbroMelissa & DougSpin Master
Oct 202572.2%14.6%6.5%2.2%2%1.3%0.88%0.39%
Nov 202576.5%10.3%6.9%1.9%2.1%0.93%1.1%0.28%
Dec 202578.5%10.5%5.8%1.6%1.7%0.77%0.78%0.28%
Jan 202680.5%10.9%4%1.4%1.5%0.97%0.54%0.29%
Feb 202676.4%12.6%5.7%1.6%1.4%1.4%0.63%0.34%
Mar 202673.9%14.9%5.5%1.6%1.6%1.3%0.73%0.33%
Apr 202674.1%14.9%5.5%1.6%1.6%1.3%0.61%0.33%
May 202676.7%12.6%4.7%1.7%1.7%1.4%0.63%0.51%
Jun 202677.3%12.7%4.7%1.6%1.4%1.4%0.63%0.28%
Jul 202676.5%12.6%4.6%1.8%1.7%1.7%0.76%0.34%
Aug 202675.8%12.5%5.6%1.7%1.7%1.4%0.92%0.34%
Sep 202675.9%12.5%5.6%1.7%1.7%1.4%0.93%0.34%

  1. 1.LEGO

    75.9%

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

  2. 2.Barbie

    12.5%

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

  3. 3.Playmobil

    5.6%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.VTech

    1.7%

    Held 4th. 248K estimated branded searches, -2.4% vs prior month. Share 0 points.

  5. 5.Fisher-Price

    1.7%

    Held 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Hasbro

    1.4%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Melissa & Doug

    0.93%

    Held 7th. 135K estimated branded searches, +0.07% vs prior month. Share 0 points.

  8. 8.Spin Master

    0.34%

    Held 8th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Barbie and its closest rivals

Every comparison with Barbie

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Barbie worldwide fell from 2.2M to 1.8M.
  • Across the 12 months ending September 2026, Barbie’s estimated Share of Search among toy brands worldwide decreased from 14.6% to 12.5%.
  • Across the 12 months ending September 2026, Barbie’s estimated Share of Search among toy brands worldwide peaked at 14.9% in April 2026 and was lowest at 10.3% in November 2025.

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

  1. Estimated monthly branded searches for VTech worldwide fell 28.4% over 12 measured months, from 346K to 248K in September 2026.

  2. Estimated monthly branded searches for Barbie worldwide fell 18.3% over 12 measured months, from 2.2M to 1.8M in September 2026.

  3. Estimated monthly branded searches for Fisher-Price worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

  4. Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

  5. Estimated monthly branded searches for Playmobil worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 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?

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.

Start free