Brandwave

How popular isLEGO in search?

In August 2026, there were an estimated 11.1M branded searches for LEGO worldwide which held steady over the last 11 months. LEGO holds 78.5% estimated Share of Search among toy brands worldwide and is ranked 1st 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 LEGO?

LEGO against toy brands worldwide, by month

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

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for LEGO worldwide held steady at 11.1M.
  • Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands worldwide increased from 75.3% to 78.5%.
  • Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands worldwide peaked at 82.9% in January 2026 and was lowest at 75.3% in October 2025.

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.

How is LEGO measured?

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

  • lego

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How the Brand Demand Index is measured

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