Brandwave

How popular isHasbro in search?

In August 2026, there were an estimated 201K branded searches for Hasbro worldwide which held steady over the last 11 months. Hasbro holds 1.4% estimated Share of Search among toy brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. LEGO78.5%
  2. Barbie12.9%
  3. Playmobil5.8%
  4. Hasbro1.4%
  5. Melissa & Doug0.96%
  6. Spin Master0.35%
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Which toy brands compete with Hasbro?

Hasbro against toy brands worldwide, by month

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

View monthly share of search table
MonthLEGOBarbiePlaymobilHasbroMelissa & DougSpin Master
Oct 202575.3%15.2%6.8%1.4%0.92%0.41%
Nov 202579.6%10.7%7.2%0.96%1.2%0.29%
Dec 202581.2%10.9%6%0.8%0.8%0.29%
Jan 202682.9%11.2%4.1%1%0.55%0.3%
Feb 202678.8%13%5.8%1.4%0.64%0.35%
Mar 202676.4%15.4%5.7%1.4%0.76%0.34%
Apr 202676.5%15.4%5.7%1.4%0.63%0.34%
May 202679.5%13.1%4.8%1.4%0.65%0.53%
Jun 202679.7%13.1%4.8%1.4%0.65%0.29%
Jul 202679.2%13.1%4.8%1.8%0.79%0.35%
Aug 202678.5%12.9%5.8%1.4%0.96%0.35%
Sep 2026——————

  1. 1.LEGO

    78.5%

    Held 1st. 11.1M estimated branded searches, 0% vs prior month. Share -0.7 points.

  2. 2.Barbie

    12.9%

    Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Playmobil

    5.8%

    Held 3rd. 823K estimated branded searches, +22.3% vs prior month. Share +1 points.

  4. 4.Hasbro

    1.4%

    Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  5. 5.Melissa & Doug

    0.96%

    Held 5th. 135K estimated branded searches, +22.6% vs prior month. Share +0.2 points.

  6. 6.Spin Master

    0.35%

    Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Hasbro and its closest rivals

Every comparison with Hasbro

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Hasbro worldwide held steady at 201K.
  • Across the 11 months ending August 2026, Hasbro’s estimated Share of Search among toy brands worldwide held steady at 1.4%.

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

  1. In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.8%.

  2. In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.2% to 78.5%.

  3. Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026.

  4. Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

Where does Hasbro compete?

Hasbro is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toy brands4th of 61.4%Shown above
Action figure brands4th of 66.5%Show ranking
Board game brands2nd of 59%Show ranking
Board game publishers2nd of 629.1%Show ranking

How is Hasbro measured?

Brandwave collects information about searches that people make online using Hasbro’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

  • hasbro

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How the Brand Demand Index is measured

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