How popular isMelissa & Doug in search?
In August 2026, there were an estimated 390 branded searches for Melissa & Doug worldwide which is down 18.8% over the last 11 months. Melissa & Doug holds <0.01% estimated Share of Search among toy brands worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
LEGO79.3%
Barbie13.1%
Playmobil5.9%
Hasbro1.4%
Spin Master0.35%
Melissa & Doug<0.01%
Follow Melissa & Doug and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which toy brands compete with Melissa & Doug?
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
| Month | LEGO | Barbie | Playmobil | Hasbro | Spin Master | Melissa & Doug |
|---|---|---|---|---|---|---|
| Oct 2025 | 76% | 15.3% | 6.8% | 1.4% | 0.41% | <0.01% |
| Nov 2025 | 80.6% | 10.9% | 7.3% | 0.98% | 0.29% | <0.01% |
| Dec 2025 | 81.9% | 11% | 6% | 0.81% | 0.3% | <0.01% |
| Jan 2026 | 83.3% | 11.2% | 4.1% | 1% | 0.3% | <0.01% |
| Feb 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Mar 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| Apr 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| May 2026 | 80% | 13.2% | 4.8% | 1.4% | 0.53% | <0.01% |
| Jun 2026 | 80.2% | 13.2% | 4.9% | 1.5% | 0.29% | <0.01% |
| Jul 2026 | 79.9% | 13.2% | 4.8% | 1.8% | 0.36% | <0.01% |
| Aug 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 79.3% | 11.1M | 0% | -0.6 points | |
| 2, held 2nd | 13.1% | 1.8M | 0% | -0.1 points | |
| 3, held 3rd | 5.9% | 823K | +22.3% | +1 points | |
| 4, held 4th | 1.4% | 201K | -18.3% | -0.3 points | |
| 5, held 5th | 0.35% | 49.5K | 0% | 0 points | |
| 6, held 6th | <0.01% | 390 | 0% | 0 points |
1.
LEGO79.3%
Held 1st. 11.1M estimated branded searches, 0% vs prior month. Share -0.6 points.
2.
Barbie13.1%
Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share -0.1 points.
5.9%
Held 3rd. 823K estimated branded searches, +22.3% vs prior month. Share +1 points.
4.
Hasbro1.4%
Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -0.3 points.
0.35%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
<0.01%
Held 6th. 390 estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Melissa & Doug and its closest rivals
How has branded search demand for Melissa & Doug changed worldwide over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Melissa & Doug worldwide fell from 480 to 390.
- Across the 11 months ending August 2026, Melissa & Doug’s estimated Share of Search among toy brands worldwide held steady at <0.01%.
How did search popularity change for toy brands worldwide in August 2026?
5 changes
In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.9%.
In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%.
Estimated monthly branded searches for Melissa & Doug worldwide fell 18.8% over 11 measured months, from 480 to 390 in August 2026.
Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026.
Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.
Where does Melissa & Doug compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Toy brands | 6th of 6 | <0.01% | Shown above |
| Dolls house brands | 5th of 6 | 0.05% | 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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- melissadoug toys
Do you work for Melissa & Doug? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Melissa & Doug your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.