Brandwave

Action figure brands:Which brands are most popular in search?

In August 2026, Barbie was the most searched among action figure brands worldwide, with an estimated 1.8M branded searches and 59.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Barbie59.2%
  2. Funko17.8%
  3. Bandai11.9%
  4. Hasbro6.5%
  5. NECA2.9%
  6. McFarlane1.6%

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Share of SearchLeaderboard

Compare the action figure brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among action figure brands worldwide, by month

Share of Search by month for Barbie, Funko, Bandai, Hasbro, NECA. The figures are in the table below the chart.

View monthly share of search table
MonthBarbieFunkoBandaiHasbroNECAMcFarlane
Oct 202564.5%19.4%5.8%5.8%3.2%1.4%
Nov 202558.4%26.1%6.4%5.2%2.9%1.1%
Dec 202563.7%23.2%4.7%4.7%2.6%1.2%
Jan 202660.7%22.3%6.7%5.4%2.5%2.5%
Feb 202662.6%18.8%6.9%6.9%3.1%1.7%
Mar 202665.7%16.1%7.2%5.9%3.2%1.8%
Apr 202668.1%13.7%7.5%6.1%2.8%1.8%
May 202661.5%18.5%8.3%6.7%3%2%
Jun 202664%15.7%8.6%7%3.2%1.4%
Jul 202659.9%14.7%12.1%8.1%3.6%1.6%
Aug 202659.2%17.8%11.9%6.5%2.9%1.6%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Barbie

    59.2%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share -0.7 points.

  2. 2.Funko

    17.8%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +3.1 points.

  3. 3.Bandai

    11.9%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Hasbro

    6.5%

    Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -1.5 points.

  5. 5.NECA

    2.9%

    Held 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.

  6. 6.McFarlane

    1.6%

    Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among action figure brands worldwide?

In August 2026, Barbie was the most searched among action figure brands worldwide, with an estimated 1.8M branded searches and 59.2% estimated Share of Search within this set. Funko is in 2nd place, 41.4 percentage points behind at 17.8% Share of Search.

Global action figure brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Barbie64.5% → 59.2%68.1%Apr 202658.4%Nov 20251st
Funko19.4% → 17.8%26.1%Nov 202513.7%Apr 20262nd
Bandai5.8% → 11.9%12.1%Jul 20264.7%Dec 20253rd
Hasbro5.8% → 6.5%8.1%Jul 20264.7%Dec 20254th
NECA3.2% → 2.9%3.6%Jul 20262.5%Jan 20265th
McFarlane1.4% → 1.6%2.5%Jan 20261.1%Nov 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among action figure brands worldwide decreased from 64.5% to 59.2%.
  • Across the 11 months ending August 2026, Funko’s estimated Share of Search among action figure brands worldwide decreased from 19.4% to 17.8%.
  • Across the 11 months ending August 2026, Bandai’s estimated Share of Search among action figure brands worldwide increased from 5.8% to 11.9%.
  • Across the 11 months ending August 2026, Hasbro’s estimated Share of Search among action figure brands worldwide increased from 5.8% to 6.5%.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among action figure brands worldwide peaked at 68.1% in April 2026 and was lowest at 58.4% in November 2025.
  • Across the 11 months ending August 2026, Funko’s estimated Share of Search among action figure brands worldwide peaked at 26.1% in November 2025 and was lowest at 13.7% in April 2026.
  • Across the 11 months ending August 2026, Bandai’s estimated Share of Search among action figure brands worldwide peaked at 12.1% in July 2026 and was lowest at 4.7% in December 2025.
  • Across the 11 months ending August 2026, Hasbro’s estimated Share of Search among action figure brands worldwide peaked at 8.1% in July 2026 and was lowest at 4.7% in December 2025.
  • Across the 11 months ending August 2026, NECA’s estimated Share of Search among action figure brands worldwide peaked at 3.6% in July 2026 and was lowest at 2.5% in January 2026.
  • Across the 11 months ending August 2026, McFarlane’s estimated Share of Search among action figure brands worldwide peaked at 2.5% in January 2026 and was lowest at 1.1% in November 2025.
  • Across the 11 months ending August 2026, NECA and McFarlane held steady: their estimated Share of Search among action figure brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for action figure brands worldwide in August 2026?

  1. In August 2026, Funko gained estimated Share of Search among action figure brands worldwide, from 14.7% to 17.8%.

  2. In August 2026, Hasbro lost estimated Share of Search among action figure brands worldwide, from 8.1% to 6.5%.

  3. In August 2026, Barbie lost estimated Share of Search among action figure brands worldwide, from 59.9% to 59.2%.

  4. In August 2026, NECA lost estimated Share of Search among action figure brands worldwide, from 3.6% to 2.9%.

  5. Estimated monthly branded searches for Bandai worldwide rose 83.1% over 11 measured months, from 201K to 368K in August 2026.

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