---
title: "LEGO: search popularity worldwide"
description: "LEGO is a toy brand sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/brands/lego"
publisher: "Brandwave"
---

# LEGO: search popularity worldwide

LEGO is a toy brand sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: LEGO
- **Market**: Global
- **Measured month**: Aug 2026
- **Share of Search among toy brands**: 78.5%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Toy brands | 1 | 78.5% | 11.1M |

- [Toy brands](/demand/global-en/categories/toy-brands)

## 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?

- In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.8%.
- In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.2% to 78.5%.
- Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026.
- Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Toy brands | 11.1M | 75.3% | 1 |
| Nov 2025 | Toy brands | 16.6M | 79.6% | 1 |
| Dec 2025 | Toy brands | 20.4M | 81.2% | 1 |
| Jan 2026 | Toy brands | 16.6M | 82.9% | 1 |
| Feb 2026 | Toy brands | 11.1M | 78.8% | 1 |
| Mar 2026 | Toy brands | 11.1M | 76.4% | 1 |
| Apr 2026 | Toy brands | 11.1M | 76.5% | 1 |
| May 2026 | Toy brands | 11.1M | 79.5% | 1 |
| Jun 2026 | Toy brands | 11.1M | 79.7% | 1 |
| Jul 2026 | Toy brands | 11.1M | 79.2% | 1 |
| Aug 2026 | Toy brands | 11.1M | 78.5% | 1 |
| Sep 2026 | Toy brands | — | — | — |

## 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.

- “lego”

## Which toy brands compete with LEGO?

- [Barbie](/demand/global-en/brands/barbie): Head-to-head: /demand/global-en/compare/barbie-vs-lego
- [Playmobil](/demand/global-en/brands/playmobil): Head-to-head: /demand/global-en/compare/lego-vs-playmobil
- [Hasbro](/demand/global-en/brands/hasbro): Head-to-head: /demand/global-en/compare/hasbro-vs-lego
- [Melissa & Doug](/demand/global-en/brands/melissa-and-doug): Head-to-head: /demand/global-en/compare/lego-vs-melissa-and-doug
- [Spin Master](/demand/global-en/brands/spin-master): Head-to-head: /demand/global-en/compare/lego-vs-spin-master

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "LEGO: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/lego

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/lego. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.