Brandwave

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 1.7% estimated Share of Search among toy brands worldwide and is ranked 5th 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%
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Where does Fisher-Price compete?

Fisher-Price is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toy brands5th of 81.7%Shown below
Farm animals brands2nd of 320.4%Show ranking
Baby rockers2nd of 623.7%Show ranking
Metal detector brands2nd of 536.4%Show ranking
Baby bouncers1st of 536.8%Show ranking
Dollhouse brands1st of 639.5%Show ranking
Play kitchen brands1st of 540.7%Show ranking
Baby play mats1st of 641.9%Show ranking
Baby toys2nd of 642.3%Show ranking
Bath toys brands1st of 472.6%Show ranking
Baby bath tubs1st of 579.3%Show ranking
Play gyms1st of 379.3%Show ranking

Which toy brands compete with Fisher-Price?

Fisher-Price against toy brands worldwide, by month

Share of Search by month for LEGO, Barbie, Playmobil, Fisher-Price. 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 Fisher-Price and its closest rivals

Every comparison with Fisher-Price

How has branded search demand for Fisher-Price changed worldwide over the last 12 months?

  • 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 toy brands worldwide held steady, from 2% to 1.7%.

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 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

How the Brand Demand Index is measured

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.

Creator with pink hair and a pink jacket

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