Brandwave

How popular isHot Toys?

In September 2026, people searched for Hot Toys by name about 301,000 times worldwide, a 22.4% increase from the previous year. These searches made up 9% of all global action figure brand searches, placing Hot Toys fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about action figure brands, Hot Toys appeared in all answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Hot Toys is the fourth most searched of 8 competitors and the fifth most recommended in AI answers.

  1. BarbieShare of searches 54.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. FunkoShare of searches 16.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. BandaiShare of searches 9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. Hot ToysShare of searches 9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
  5. HasbroShare of searches 6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st

+3 more

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Top action figure brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hot Toys appeared in all four answers. Hot Toys is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Hasbro1st
  2. NECA2nd
  3. McFarlane3rd
  4. Bandai4th
  5. Hot Toys5th
  6. MAFEX6th
  7. Barbie–
  8. Funko–

Mentioned by AI

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

  • Hot Toys4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hasbro4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NECA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • McFarlane4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bandai2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAFEX2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Barbie0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Funko0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about action figure 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 20, 2026.

Which action figure brands compete with Hot Toys?

Hot Toys against action figure brands worldwide, by month

Share of searches by month for Barbie, Funko, Bandai, Hot Toys, Hasbro, NECA. The figures are in the table below the chart.

View monthly share of searches table
MonthBarbieFunkoBandaiHot ToysHasbroNECAMAFEXMcFarlane
Oct 202559.8%18%5.4%6.6%5.4%2.9%0.72%1.3%
Nov 202554.5%24.3%6%6%4.9%2.7%0.66%0.99%
Dec 202559.8%21.8%4.4%5.4%4.4%2.4%0.72%1.1%
Jan 202655.7%20.4%6.1%7.5%5%2.2%0.82%2.2%
Feb 202658.2%17.5%6.4%6.4%6.4%2.9%0.71%1.6%
Mar 202661.6%15.1%6.8%5.5%5.5%3%0.75%1.7%
Apr 202662.8%12.6%6.9%6.9%5.6%2.5%0.93%1.7%
May 202656.2%16.9%7.6%7.6%6.2%2.8%1%1.9%
Jun 202659.2%14.6%8%6.5%6.5%2.9%1.1%1.3%
Jul 202654.9%13.5%11%7.4%7.4%3.3%0.99%1.5%
Aug 202652.2%15.7%10.5%10.5%5.7%2.6%1.4%1.4%
Sep 202654.6%16.4%9%9%6%2.7%1.2%1.2%

  1. 1.Barbie

    54.6%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +2.4 points.

  2. 2.Funko

    16.4%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Bandai

    9%

    Held 3rd. 301K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  4. 4.Hot Toys

    9%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  5. 5.Hasbro

    6%

    Held 5th. 201K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.NECA

    2.7%

    Held 6th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.MAFEX

    1.2%

    Held 7th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  8. 8.McFarlane

    1.2%

    Held 8th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Compare popularity between Hot Toys and its closest rivals

Every comparison with Hot Toys

10 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hot Toys worldwide rose from 246K to 301K.
  • Across the 12 months ending September 2026, Hot Toys’ share of searches among action figure brands worldwide increased from 6.6% to 9%.
  • Across the 12 months ending September 2026, Hot Toys’ share of searches among action figure brands worldwide peaked at 10.5% in August 2026 and was lowest at 5.4% in December 2025.
  • Across the 12 months ending September 2026, Hot Toys fell from 3rd to 4th among action figure brands worldwide.

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

6 changes

  1. In September 2026, Barbie gained share of searches among action figure brands worldwide, from 52.2% to 54.6%.

  2. In September 2026, Funko gained share of searches among action figure brands worldwide, from 15.7% to 16.4%.

  3. In September 2026, Bandai lost share of searches among action figure brands worldwide, from 10.5% to 9%.

  4. In September 2026, Hot Toys lost share of searches among action figure brands worldwide, from 10.5% to 9%.

  5. Estimated monthly branded searches for MAFEX worldwide rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.

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

How are Hot Toys’ branded searches counted?

1 search term

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

  • hot toys

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How the Brand Demand Index is measured

Where does Hot Toys compete?

Hot Toys is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Action figure brands4th of 89%Shown above
Collectible figure brands2nd of 724.2%Show ranking
Creator with pink hair and a pink jacket

Is Hot Toys your brand?

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