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 22.4% estimated Share of Search among play kitchen brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Fisher-Price40.7%
Little Tikes27.3%
Melissa & Doug22.4%
Hape6.7%
KidKraft3%
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Which play kitchen brands compete with Melissa & Doug?
Share of Search by month for Fisher-Price, Little Tikes, Melissa & Doug, Hape, KidKraft. The figures are in the table below the chart.
View monthly share of search table
| Month | Fisher-Price | Little Tikes | Melissa & Doug | Hape | KidKraft |
|---|---|---|---|---|---|
| Oct 2025 | 46.4% | 20.8% | 20.9% | 7.6% | 4.2% |
| Nov 2025 | 46.7% | 17.1% | 25.6% | 6.3% | 4.2% |
| Dec 2025 | 49% | 18% | 22% | 6.6% | 4.4% |
| Jan 2026 | 50.8% | 18.5% | 18.6% | 8.3% | 3.7% |
| Feb 2026 | 43.7% | 23.9% | 19.7% | 8.8% | 3.9% |
| Mar 2026 | 42.9% | 23.5% | 19.2% | 8.6% | 5.8% |
| Apr 2026 | 44.4% | 24.3% | 16.4% | 8.9% | 6% |
| May 2026 | 42.5% | 28.5% | 15.7% | 8.6% | 4.7% |
| Jun 2026 | 41.1% | 27.6% | 18.6% | 8.3% | 4.5% |
| Jul 2026 | 44.4% | 24.4% | 19.9% | 7.3% | 4% |
| Aug 2026 | 42.8% | 23.5% | 23.5% | 7% | 3.1% |
| Sep 2026 | 40.7% | 27.3% | 22.4% | 6.7% | 3% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.7% | 246K | 0% | -2.1 points | |
| 2, moved from 3rd to 2nd | 27.3% | 165K | +22.2% | +3.8 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 22.4% | 135K | +0.07% | -1.2 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 6.7% | 40.5K | 0% | -0.4 points | |
| 5, held 5th | 3% | 18.1K | 0% | -0.2 points |
40.7%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -2.1 points.
27.3%
Moved from 3rd to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +3.8 points.
22.4%
Moved from 2nd to 3rd. 135K estimated branded searches, +0.07% vs prior month. Share -1.2 points.
4.
Hape6.7%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
5.
KidKraft3%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare search popularity between Melissa & Doug and its closest rivals
Every comparison with Melissa & Doug
13 comparisons
- Melissa & Doug vs Sylvanian Families
- Barbie vs Melissa & Doug
- Fisher-Price vs Melissa & Doug
- Hasbro vs Melissa & Doug
- LEGO vs Melissa & Doug
- Little Tikes vs Melissa & Doug
- Melissa & Doug vs Playmobil
- Melissa & Doug vs VTech
- Melissa & Doug vs Spin Master
- Hape vs Melissa & Doug
- KidKraft vs Melissa & Doug
- Melissa & Doug vs Plan Toys
- Le Toy Van vs Melissa & Doug
How has branded search demand for Melissa & Doug changed worldwide over the last 12 months?
4 findings
- 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 play kitchen brands worldwide increased from 20.9% to 22.4%.
- Across the 12 months ending September 2026, Melissa & Doug’s estimated Share of Search among play kitchen brands worldwide peaked at 25.6% in November 2025 and was lowest at 15.7% in May 2026.
- Across the 12 months ending September 2026, Melissa & Doug fell from 2nd to 3rd among play kitchen brands worldwide.
How did search popularity change for play kitchen brands worldwide in September 2026?
5 changes
In September 2026, Little Tikes overtook Melissa & Doug to rank 2nd among play kitchen brands worldwide, with 27.3% estimated Share of Search.
In September 2026, Fisher-Price lost estimated Share of Search among play kitchen brands worldwide, from 42.8% to 40.7%.
In September 2026, Melissa & Doug lost estimated Share of Search among play kitchen brands worldwide, from 23.5% to 22.4%.
Hape’s estimated Share of Search among play kitchen brands worldwide has lost ground for 3 months in a row, from 8.3% to 6.7% in September 2026.
KidKraft’s estimated Share of Search among play kitchen brands worldwide has lost ground for 3 months in a row, from 4.5% to 3% in September 2026.
Where does Melissa & Doug compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Toy brands | 7th of 8 | 0.93% | Show ranking |
| Farm animals brands | 3rd of 3 | 11.2% | Show ranking |
| Dolls house brands | 2nd of 6 | 15% | Show ranking |
| Dollhouse brands | 3rd of 6 | 21.7% | Show ranking |
| Play kitchen brands | 3rd of 5 | 22.4% | Shown above |
| Dollhouse furniture brands | 1st of 4 | 63.9% | Show ranking |
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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