How popular isFisher-Price in search?
In September 2026, there were an estimated 246K branded searches for Fisher-Price worldwide which is down 18.3% over the last 12 months. Fisher-Price holds 40.7% estimated Share of Search among play kitchen brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Fisher-Price40.7%
Little Tikes27.3%
Melissa & Doug22.4%
Hape6.7%
KidKraft3%
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Which play kitchen brands compete with Fisher-Price?
Share of Search by month for Fisher-Price, Little Tikes, Melissa & Doug, Hape, KidKraft. The figures are in the table below the chart.
View monthly share of search table
| Month | Fisher-Price | Little Tikes | Melissa & Doug | Hape | KidKraft |
|---|---|---|---|---|---|
| Oct 2025 | 46.4% | 20.8% | 20.9% | 7.6% | 4.2% |
| Nov 2025 | 46.7% | 17.1% | 25.6% | 6.3% | 4.2% |
| Dec 2025 | 49% | 18% | 22% | 6.6% | 4.4% |
| Jan 2026 | 50.8% | 18.5% | 18.6% | 8.3% | 3.7% |
| Feb 2026 | 43.7% | 23.9% | 19.7% | 8.8% | 3.9% |
| Mar 2026 | 42.9% | 23.5% | 19.2% | 8.6% | 5.8% |
| Apr 2026 | 44.4% | 24.3% | 16.4% | 8.9% | 6% |
| May 2026 | 42.5% | 28.5% | 15.7% | 8.6% | 4.7% |
| Jun 2026 | 41.1% | 27.6% | 18.6% | 8.3% | 4.5% |
| Jul 2026 | 44.4% | 24.4% | 19.9% | 7.3% | 4% |
| Aug 2026 | 42.8% | 23.5% | 23.5% | 7% | 3.1% |
| Sep 2026 | 40.7% | 27.3% | 22.4% | 6.7% | 3% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.7% | 246K | 0% | -2.1 points | |
| 2, moved from 3rd to 2nd | 27.3% | 165K | +22.2% | +3.8 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 22.4% | 135K | +0.07% | -1.2 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 6.7% | 40.5K | 0% | -0.4 points | |
| 5, held 5th | 3% | 18.1K | 0% | -0.2 points |
40.7%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -2.1 points.
27.3%
Moved from 3rd to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +3.8 points.
22.4%
Moved from 2nd to 3rd. 135K estimated branded searches, +0.07% vs prior month. Share -1.2 points.
4.
Hape6.7%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
5.
KidKraft3%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare search popularity between Fisher-Price and its closest rivals
Every comparison with Fisher-Price
30 comparisons
- Barbie vs Fisher-Price
- Chicco vs Fisher-Price
- Fisher-Price vs Infantino
- Fisher-Price vs LEGO
- Fisher-Price vs Playmobil
- Fisher-Price vs VTech
- Fisher-Price vs XP
- Ergobaby vs Fisher-Price
- Fisher-Price vs Hasbro
- Fisher-Price vs Little Tikes
- BabyBjörn vs Fisher-Price
- Fisher-Price vs Melissa & Doug
- Fisher-Price vs Ingenuity
- Fisher-Price vs Graco
- Fisher-Price vs Garrett
- Fisher-Price vs Spin Master
- Fisher-Price vs Skip Hop
- Fisher-Price vs Hape
- Fisher-Price vs Nokta
- Bright Starts vs Fisher-Price
- Fisher-Price vs Minelab
- Fisher-Price vs KidKraft
- Fisher-Price vs Plan Toys
- Fisher-Price vs Tiny Love
- 4moms vs Fisher-Price
- Fisher-Price vs Shnuggle
- Fisher-Price vs Manhattan Toy
- Fisher-Price vs Lamaze
- Fisher-Price vs Munchkin
- Fisher-Price vs Summer Infant
How has branded search demand for Fisher-Price changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Fisher-Price worldwide fell from 301K to 246K.
- Across the 12 months ending September 2026, Fisher-Price’s estimated Share of Search among play kitchen brands worldwide decreased from 46.4% to 40.7%.
- Across the 12 months ending September 2026, Fisher-Price’s estimated Share of Search among play kitchen brands worldwide peaked at 50.8% in January 2026 and was lowest at 40.7% in September 2026.
How did search popularity change for play kitchen brands worldwide in September 2026?
5 changes
In September 2026, Little Tikes overtook Melissa & Doug to rank 2nd among play kitchen brands worldwide, with 27.3% estimated Share of Search.
In September 2026, Fisher-Price lost estimated Share of Search among play kitchen brands worldwide, from 42.8% to 40.7%.
In September 2026, Melissa & Doug lost estimated Share of Search among play kitchen brands worldwide, from 23.5% to 22.4%.
Hape’s estimated Share of Search among play kitchen brands worldwide has lost ground for 3 months in a row, from 8.3% to 6.7% in September 2026.
KidKraft’s estimated Share of Search among play kitchen brands worldwide has lost ground for 3 months in a row, from 4.5% to 3% in September 2026.
Where does Fisher-Price compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Toy brands | 5th of 8 | 1.7% | Show ranking |
| Farm animals brands | 2nd of 3 | 20.4% | Show ranking |
| Baby rockers | 2nd of 6 | 23.7% | Show ranking |
| Metal detector brands | 2nd of 5 | 36.4% | Show ranking |
| Baby bouncers | 1st of 5 | 36.8% | Show ranking |
| Dollhouse brands | 1st of 6 | 39.5% | Show ranking |
| Play kitchen brands | 1st of 5 | 40.7% | Shown above |
| Baby play mats | 1st of 6 | 41.9% | Show ranking |
| Baby toys | 2nd of 6 | 42.3% | Show ranking |
| Bath toys brands | 1st of 4 | 72.6% | Show ranking |
| Baby bath tubs | 1st of 5 | 79.3% | Show ranking |
| Play gyms | 1st of 3 | 79.3% | Show ranking |
How is Fisher-Price measured?
Brandwave collects information about searches that people make online using Fisher-Price’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
- fisher price
Who owns Fisher-Price?
Fisher-Price is owned by 
Mattel. Brandwave also tracks Barbie, owned by the same company, worldwide.
Do you work for Fisher-Price? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Fisher-Price 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.