Brandwave

How popular isLEGO in search?

In September 2026, there were an estimated 11.1M branded searches for LEGO worldwide which held steady over the last 12 months. LEGO holds 75.9% estimated Share of Search among toy brands worldwide and is ranked 1st of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. LEGO75.9%
  2. Barbie12.5%
  3. Playmobil5.6%
  4. VTech1.7%
  5. Fisher-Price1.7%
  6. Hasbro1.4%
  7. Melissa & Doug0.93%
  8. Spin Master0.34%
LEGO website (opens in a new tab)

Follow LEGO and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

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
MonthLEGOBarbiePlaymobilVTechFisher-PriceHasbroMelissa & DougSpin Master
Oct 202572.2%14.6%6.5%2.2%2%1.3%0.88%0.39%
Nov 202576.5%10.3%6.9%1.9%2.1%0.93%1.1%0.28%
Dec 202578.5%10.5%5.8%1.6%1.7%0.77%0.78%0.28%
Jan 202680.5%10.9%4%1.4%1.5%0.97%0.54%0.29%
Feb 202676.4%12.6%5.7%1.6%1.4%1.4%0.63%0.34%
Mar 202673.9%14.9%5.5%1.6%1.6%1.3%0.73%0.33%
Apr 202674.1%14.9%5.5%1.6%1.6%1.3%0.61%0.33%
May 202676.7%12.6%4.7%1.7%1.7%1.4%0.63%0.51%
Jun 202677.3%12.7%4.7%1.6%1.4%1.4%0.63%0.28%
Jul 202676.5%12.6%4.6%1.8%1.7%1.7%0.76%0.34%
Aug 202675.8%12.5%5.6%1.7%1.7%1.4%0.92%0.34%
Sep 202675.9%12.5%5.6%1.7%1.7%1.4%0.93%0.34%

  1. 1.LEGO

    75.9%

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

  2. 2.Barbie

    12.5%

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

  3. 3.Playmobil

    5.6%

    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

    1.7%

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

  6. 6.Hasbro

    1.4%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Melissa & Doug

    0.93%

    Held 7th. 135K estimated branded searches, +0.07% vs prior month. Share 0 points.

  8. 8.Spin Master

    0.34%

    Held 8th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between LEGO and its closest rivals

Every comparison with LEGO

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for LEGO worldwide held steady at 11.1M.
  • Across the 12 months ending September 2026, LEGO’s estimated Share of Search among toy brands worldwide increased from 72.2% to 75.9%.
  • Across the 12 months ending September 2026, LEGO’s estimated Share of Search among toy brands worldwide peaked at 80.5% in January 2026 and was lowest at 72.2% in October 2025.

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

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

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

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

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

  5. Estimated monthly branded searches for Playmobil worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 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

Do you work for LEGO? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is LEGO 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.

Start free