Brandwave

How popular isVTech in search?

In September 2026, there were an estimated 248K branded searches for VTech worldwide which is down 28.4% over the last 12 months. VTech holds 1.7% estimated Share of Search among toy brands worldwide and is ranked 4th 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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Which toy brands compete with VTech?

VTech against toy brands worldwide, by month

Share of Search by month for LEGO, Barbie, Playmobil, VTech. 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 VTech and its closest rivals

Every comparison with VTech

How has branded search demand for VTech changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for VTech worldwide fell from 346K to 248K.
  • Across the 12 months ending September 2026, VTech’s estimated Share of Search among toy brands worldwide decreased from 2.2% to 1.7%.

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.

Where does VTech compete?

VTech is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toy brands4th of 81.7%Shown above
Baby monitor brands2nd of 515%Show ranking
Camera monitor brands2nd of 319.4%Show ranking
Kids tablets2nd of 525.6%Show ranking
Baby toys1st of 642.6%Show ranking

How is VTech measured?

Brandwave collects information about searches that people make online using VTech’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.

4 branded search terms

  • vtech
  • vtech baby monitor
  • vtech learning walker
  • vtech marble rush

Do you work for VTech? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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