Brandwave

How popular isMAFEX?

In September 2026, people searched for MAFEX by name about 40,500 times worldwide, a 49.4% increase from the previous year. These searches made up 1.2% of all global action figure brand searches, placing MAFEX seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about action figure brands, MAFEX appeared in two of the four answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

MAFEX is the seventh most searched of 8 competitors and the sixth 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. MAFEXShare of searches 1.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th

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Top action figure brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, MAFEX was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. MAFEX is the sixth 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 MAFEX?

MAFEX against action figure brands worldwide, by month

Share of searches by month for Barbie, Funko, Bandai, Hot Toys, Hasbro, NECA, MAFEX. 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 MAFEX and its closest rivals

Every comparison with MAFEX

7 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for MAFEX worldwide rose from 27.1K to 40.5K.
  • Across the 12 months ending September 2026, MAFEX rose from 8th to 7th 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 MAFEX’s branded searches counted?

1 search term

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

  • mafex

How the Brand Demand Index is measured

Who owns MAFEX?

MAFEX is owned by Medicom Toy. Brandwave does not track any other brands owned by Medicom Toy.

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

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