How popular isPlaymobil in search?
In August 2026, there were an estimated 823K branded searches for Playmobil worldwide which is down 17.7% over the last 11 months. Playmobil holds 5.9% estimated Share of Search among toy brands worldwide and is ranked 3rd 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%
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Which toy brands compete with Playmobil?
Share of Search by month for LEGO, Barbie, Playmobil. 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 Playmobil and its closest rivals
How has branded search demand for Playmobil changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Playmobil worldwide fell from 1M to 823K.
- Across the 11 months ending August 2026, Playmobil’s estimated Share of Search among toy brands worldwide decreased from 6.8% to 5.9%.
- Across the 11 months ending August 2026, Playmobil’s estimated Share of Search among toy brands worldwide peaked at 7.3% in November 2025 and was lowest at 4.1% in January 2026.
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.
How is Playmobil measured?
Brandwave collects information about searches that people make online using Playmobil’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
- playmobil
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Is Playmobil your brand?
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