Brandwave

How popular isHape?

In September 2026, people searched for Hape by name about 40,500 times worldwide, an 18.2% decrease from the previous year. These searches made up 0.27% of all global toy brand searches, placing Hape tenth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about toy brands, Hape appeared in two of the four answers and was the seventh most recommended of the 11.

Search and AI answers in September 2026

Hape is the tenth most searched of 11 competitors and the seventh most recommended in AI answers.

  1. LEGOShare of searches 74.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. BarbieShare of searches 12.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 8th
  3. PlaymobilShare of searches 5.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. VTechShare of searches 1.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. HapeShare of searches 0.27%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hape was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hape is the seventh most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Melissa & Doug1st
  2. LEGO2nd
  3. Fisher-Price3rd
  4. Playmobil4th
  5. MAGNA-TILES5th
  6. Learning Resources6th
  7. Hape7th
  8. Barbie8th
  9. Hasbro9th
  10. VTech–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Melissa & Doug4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • LEGO3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fisher-Price3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Playmobil2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAGNA-TILES2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hape2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Learning Resources2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Barbie1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hasbro1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • VTech0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about toy brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which toy brands compete with Hape?

Hape against toy brands worldwide, by month

Share of searches by month for LEGO, Barbie, Playmobil, Hape. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbiePlaymobilVTechFisher-PriceMAGNA-TILESHasbroMelissa & DougSpin MasterHapeLearning Resources
Oct 202570.5%14.2%6.4%2.2%1.9%1.9%1.3%0.86%0.38%0.31%0.05%
Nov 202574.3%10%6.7%1.8%2%2.5%0.9%1.1%0.27%0.27%0.08%
Dec 202576.7%10.3%5.6%1.5%1.7%2.1%0.76%0.76%0.28%0.23%0.05%
Jan 202679.3%10.7%3.9%1.4%1.4%1.2%0.96%0.53%0.29%0.24%0.03%
Feb 202674.9%12.3%5.6%1.6%1.4%1.7%1.4%0.61%0.33%0.27%0.08%
Mar 202672.5%14.6%5.4%1.6%1.6%1.6%1.3%0.72%0.32%0.32%0.04%
Apr 202672.8%14.7%5.4%1.6%1.6%1.3%1.3%0.6%0.32%0.32%0.04%
May 202675.6%12.5%4.6%1.7%1.7%1.1%1.4%0.62%0.5%0.34%0.04%
Jun 202676.2%12.6%4.6%1.5%1.4%1.1%1.4%0.62%0.28%0.28%0.04%
Jul 202675.2%12.4%4.6%1.8%1.7%1.4%1.7%0.75%0.34%0.27%0.04%
Aug 202674.3%12.3%5.5%1.7%1.6%1.6%1.3%0.91%0.33%0.27%0.04%
Sep 202674.4%12.3%5.5%1.7%1.6%1.6%1.3%0.91%0.33%0.27%0.05%

  1. 1.LEGO

    74.4%

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

  2. 2.Barbie

    12.3%

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

  3. 3.Playmobil

    5.5%

    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

    1.6%

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

  6. 6.MAGNA-TILES

    1.6%

    Held 6th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Hasbro

    1.3%

    Held 7th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Melissa & Doug

    0.91%

    Held 8th. 135K estimated branded searches, +0.07% vs prior month. Share 0 points.

  9. 9.Spin Master

    0.33%

    Held 9th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Hape

    0.27%

    Held 10th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Learning Resources

    0.05%

    Held 11th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.

Compare popularity between Hape and its closest rivals

Every comparison with Hape

27 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hape worldwide fell from 49.5K to 40.5K.
  • Across the 12 months ending September 2026, Hape’s share of searches among toy brands worldwide held steady, from 0.31% to 0.27%.

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

6 changes

  1. MAGNA-TILES’s share of searches among toy brands worldwide has gained ground for 3 months in a row, from 1.1% to 1.6% in September 2026.

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

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

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

  5. Estimated monthly branded searches for Hape worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.

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

How are Hape’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hape’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.

  • hape

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How the Brand Demand Index is measured

Where does Hape compete?

Hape is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Toy brands10th of 110.27%Shown above
Dollhouse furniture brands4th of 74%Show ranking
Dolls house brands3rd of 74.4%Show ranking
Play kitchen brands5th of 66.1%Show ranking
Dollhouse brands4th of 66.5%Show ranking
Art easel brands3rd of 89%Show ranking
Bath toys brands3rd of 710.9%Show ranking
Creator with pink hair and a pink jacket

Is Hape 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.

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