Brandwave

How popular isMelissa & Doug in search?

In September 2026, there were an estimated 135K branded searches for Melissa & Doug worldwide which held steady over the last 12 months. Melissa & Doug holds 0.93% estimated Share of Search among toy brands worldwide and is ranked 7th 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%
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Where does Melissa & Doug compete?

Melissa & Doug is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toy brands7th of 80.93%Shown below
Farm animals brands3rd of 311.2%Show ranking
Dolls house brands2nd of 615%Show ranking
Dollhouse brands3rd of 621.7%Show ranking
Play kitchen brands3rd of 522.4%Show ranking
Dollhouse furniture brands1st of 463.9%Show ranking

Which toy brands compete with Melissa & Doug?

Melissa & Doug against toy brands worldwide, by month

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

Every comparison with Melissa & Doug

How has branded search demand for Melissa & Doug changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Melissa & Doug worldwide held steady at 135K.
  • Across the 12 months ending September 2026, Melissa & Doug’s estimated Share of Search among toy brands worldwide held steady, from 0.88% to 0.93%.

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 Melissa & Doug measured?

Brandwave collects information about searches that people make online using Melissa & Doug’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

2 branded search terms

  • melissa doug
  • melissadoug toys

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How the Brand Demand Index is measured

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