How popular isMcFarlane in search?
In September 2026, there were an estimated 40.5K branded searches for McFarlane worldwide which is down 18.2% over the last 12 months. McFarlane holds 1.3% estimated Share of Search among action figure brands worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Where does McFarlane compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Action figure brands | 6th of 6 | 1.3% | Shown below |
| Collectible figure brands | 6th of 6 | 3.6% | Show ranking |
Which action figure brands compete with McFarlane?
Share of Search by month for Barbie, Funko, Bandai, Hasbro, NECA, McFarlane. The figures are in the table below the chart.
View monthly share of search table
| Month | Barbie | Funko | Bandai | Hasbro | NECA | McFarlane |
|---|---|---|---|---|---|---|
| Oct 2025 | 64.5% | 19.4% | 5.8% | 5.8% | 3.2% | 1.4% |
| Nov 2025 | 58.4% | 26.1% | 6.4% | 5.2% | 2.9% | 1.1% |
| Dec 2025 | 63.7% | 23.2% | 4.7% | 4.7% | 2.6% | 1.2% |
| Jan 2026 | 60.7% | 22.3% | 6.7% | 5.4% | 2.5% | 2.5% |
| Feb 2026 | 62.6% | 18.8% | 6.9% | 6.9% | 3.1% | 1.7% |
| Mar 2026 | 65.7% | 16.1% | 7.2% | 5.9% | 3.2% | 1.8% |
| Apr 2026 | 68.1% | 13.7% | 7.5% | 6.1% | 2.8% | 1.8% |
| May 2026 | 61.5% | 18.5% | 8.3% | 6.7% | 3% | 2% |
| Jun 2026 | 64% | 15.7% | 8.6% | 7% | 3.2% | 1.4% |
| Jul 2026 | 59.9% | 14.7% | 12.1% | 8.1% | 3.6% | 1.6% |
| Aug 2026 | 59.2% | 17.8% | 11.9% | 6.5% | 2.9% | 1.6% |
| Sep 2026 | 60.7% | 18.3% | 10% | 6.7% | 3% | 1.3% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 60.7% | 1.8M | 0% | +1.5 points | |
| 2, held 2nd | 18.3% | 550K | 0% | +0.4 points | |
| 3, held 3rd | 10% | 301K | -18.2% | -1.9 points | |
| 4, held 4th | 6.7% | 201K | 0% | +0.2 points | |
| 5, held 5th | 3% | 90.5K | 0% | +0.1 points | |
| 6, held 6th | 1.3% | 40.5K | -18.2% | -0.3 points |
1.
Barbie60.7%
Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +1.5 points.
2.
Funko18.3%
Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.
Bandai10%
Held 3rd. 301K estimated branded searches, -18.2% vs prior month. Share -1.9 points.
4.
Hasbro6.7%
Held 4th. 201K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
NECA3%
Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
1.3%
Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
Compare search popularity between McFarlane and its closest rivals
Every comparison with McFarlane
8 comparisons
How has branded search demand for McFarlane changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for McFarlane worldwide fell from 49.5K to 40.5K.
- Across the 12 months ending September 2026, McFarlane’s estimated Share of Search among action figure brands worldwide peaked at 2.5% in January 2026 and was lowest at 1.1% in November 2025.
How did search popularity change for action figure brands worldwide in September 2026?
5 changes
In September 2026, Barbie gained estimated Share of Search among action figure brands worldwide, from 59.2% to 60.7%.
In September 2026, Bandai lost estimated Share of Search among action figure brands worldwide, from 11.9% to 10%.
Estimated monthly branded searches for Funko worldwide fell 18.3% over 12 measured months, from 673K to 550K in September 2026.
Estimated monthly branded searches for McFarlane worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.
Estimated monthly branded searches for NECA worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
How is McFarlane measured?
Brandwave collects information about searches that people make online using McFarlane’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
- mcfarlane
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Is McFarlane your brand?
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