Brandwave

How popular isMelissa & Doug?

In September 2026, people searched for Melissa & Doug by name about 135,000 times worldwide, about the same as the previous year. These searches made up 8.8% of all global sticker books brand searches, placing Melissa & Doug third out of seven brands. When we asked both ChatGPT and Google AI Overviews about sticker books brands, Melissa & Doug appeared in three of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Melissa & Doug is the third most searched of 7 competitors and the second most recommended in AI answers.

  1. National GeographicShare of searches 43.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. The WorksShare of searches 43.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Melissa & DougShare of searches 8.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. BendonShare of searches 1.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. DKShare of searches 1.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+2 more

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Top sticker books brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Melissa & Doug was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Melissa & Doug is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Usborne1st
  2. Melissa & Doug2nd
  3. DK3rd
  4. Fashion Angels4th
  5. National Geographic5th
  6. The Works–
  7. Bendon–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Melissa & Doug3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DK3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Usborne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fashion Angels2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • National Geographic1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Works0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bendon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sticker books brands

5 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 21, 2026.

Which sticker books brands compete with Melissa & Doug?

Melissa & Doug against sticker books brands worldwide, by month

Share of searches by month for National Geographic, The Works, Melissa & Doug. The figures are in the table below the chart.

View monthly share of searches table
MonthNational GeographicThe WorksMelissa & DougBendonDKUsborneFashion Angels
Oct 202549.4%40.7%6.7%0.89%1.1%1.1%0.14%
Nov 202543.2%43.2%10.6%0.96%0.78%1.2%0.13%
Dec 202539.4%47.8%9.6%1.1%0.87%1.1%0.17%
Jan 202654%36.4%6%1.2%0.98%1.2%0.24%
Feb 202655%37%5%0.81%1%1%0.16%
Mar 202659%32.5%5.3%0.87%1.3%0.87%0.14%
Apr 202654%36.1%6%1.2%1.5%1.2%0.16%
May 202654.1%36.2%6%1.2%1.2%1.2%0.16%
Jun 202644.2%44.2%7.3%1.5%1.5%1.2%0.15%
Jul 202639.6%48.4%7.9%1.1%1.6%1.3%0.14%
Aug 202638.9%47.6%9.6%1.3%1.3%1.3%0.17%
Sep 202643.7%43.7%8.8%1.2%1.2%1.2%0.19%

  1. 1.National Geographic

    43.7%

    Moved from 2nd to 1st. 673K estimated branded searches, +22.4% vs prior month. Share +4.9 points.

  2. 2.The Works

    43.7%

    Moved from 1st to 2nd. 673K estimated branded searches, 0% vs prior month. Share -3.8 points.

  3. 3.Melissa & Doug

    8.8%

    Held 3rd. 135K estimated branded searches, +0.07% vs prior month. Share -0.8 points.

  4. 4.Bendon

    1.2%

    Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.DK

    1.2%

    Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Usborne

    1.2%

    Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Fashion Angels

    0.19%

    Held 7th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

Compare popularity between Melissa & Doug and its closest rivals

Every comparison with Melissa & Doug

26 comparisons

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

3 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 share of searches among sticker books brands worldwide increased from 6.7% to 8.8%.
  • Across the 12 months ending September 2026, Melissa & Doug’s share of searches among sticker books brands worldwide peaked at 10.6% in November 2025 and was lowest at 5% in February 2026.

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

5 changes

  1. In September 2026, National Geographic overtook The Works to become the leader among sticker books brands worldwide, with 43.7% of the searches.

  2. In September 2026, The Works lost share of searches among sticker books brands worldwide, from 47.6% to 43.7%.

  3. In September 2026, Melissa & Doug lost share of searches among sticker books brands worldwide, from 9.6% to 8.8%.

  4. Estimated monthly branded searches for DK worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

  5. Estimated monthly branded searches for Usborne worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

How are Melissa & Doug’s branded searches counted?

2 search terms

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.

  • melissa doug
  • melissadoug toys

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How the Brand Demand Index is measured

Where does Melissa & Doug compete?

Melissa & Doug is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Toy brands8th of 110.91%Show ranking
Sticker books brands3rd of 78.8%Shown above
Farm animals brands4th of 59.3%Show ranking
Dollhouse furniture brands2nd of 713.4%Show ranking
Dolls house brands2nd of 714.9%Show ranking
Play kitchen brands3rd of 620.4%Show ranking
Dollhouse brands3rd of 621.7%Show ranking
Creator with pink hair and a pink jacket

Is Melissa & Doug your brand?

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