---
title: "Action figure brands: Which brands are most popular in search?"
description: "Compare the action figure brands people buy. Share of Search among Barbie, Funko, Bandai, Hasbro, NECA and McFarlane, the action figure brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/action-figure-brands"
publisher: "Brandwave"
---

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

Compare the action figure brands people buy. Share of Search among Barbie, Funko, Bandai, Hasbro, NECA and McFarlane, the action figure brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Action figure brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Barbie, 59.2%

## 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.
- 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.

## Compare search popularity between leading brands

- [Barbie vs Funko: compare search popularity](/demand/global-en/compare/barbie-vs-funko): 59.2% against 17.8% Share of Search.
- [Barbie vs Bandai: compare search popularity](/demand/global-en/compare/bandai-vs-barbie): 59.2% against 11.9% Share of Search.
- [Barbie vs Hasbro: compare search popularity](/demand/global-en/compare/barbie-vs-hasbro): 59.2% against 6.5% Share of Search.
- [Barbie vs NECA: compare search popularity](/demand/global-en/compare/barbie-vs-neca): 59.2% against 2.9% Share of Search.
- [Funko vs Bandai: compare search popularity](/demand/global-en/compare/bandai-vs-funko): 17.8% against 11.9% Share of Search.
- [Funko vs Hasbro: compare search popularity](/demand/global-en/compare/funko-vs-hasbro): 17.8% against 6.5% Share of Search.
- [Funko vs NECA: compare search popularity](/demand/global-en/compare/funko-vs-neca): 17.8% against 2.9% Share of Search.
- [Bandai vs Hasbro: compare search popularity](/demand/global-en/compare/bandai-vs-hasbro): 11.9% against 6.5% Share of Search.
- [Bandai vs NECA: compare search popularity](/demand/global-en/compare/bandai-vs-neca): 11.9% against 2.9% Share of Search.
- [Hasbro vs NECA: compare search popularity](/demand/global-en/compare/hasbro-vs-neca): 6.5% against 2.9% Share of Search.

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

- In August 2026, Funko gained estimated Share of Search among action figure brands worldwide, from 14.7% to 17.8%.
- In August 2026, Hasbro lost estimated Share of Search among action figure brands worldwide, from 8.1% to 6.5%.
- In August 2026, Barbie lost estimated Share of Search among action figure brands worldwide, from 59.9% to 59.2%.
- In August 2026, NECA lost estimated Share of Search among action figure brands worldwide, from 3.6% to 2.9%.
- Estimated monthly branded searches for Bandai worldwide rose 83.1% over 11 measured months, from 201K to 368K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Barbie | 59.2% | 1.8M | 0.0% | Mattel |
| 2 | Funko | 17.8% | 550K | +22.2% | Funko |
| 3 | Bandai | 11.9% | 368K | 0.0% | Bandai |
| 4 | Hasbro | 6.5% | 201K | -18.3% | Hasbro |
| 5 | NECA | 2.9% | 90.5K | -17.7% | NECA |
| 6 | McFarlane | 1.6% | 49.5K | 0.0% | McFarlane |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Barbie | 2.2M | 64.5% | 1 |
| Oct 2025 | Funko | 673K | 19.4% | 2 |
| Oct 2025 | Bandai | 201K | 5.8% | 3 |
| Oct 2025 | Hasbro | 201K | 5.8% | 4 |
| Oct 2025 | NECA | 110K | 3.2% | 5 |
| Oct 2025 | McFarlane | 49.5K | 1.4% | 6 |
| Nov 2025 | Barbie | 2.2M | 58.4% | 1 |
| Nov 2025 | Funko | 1M | 26.1% | 2 |
| Nov 2025 | Bandai | 246K | 6.4% | 3 |
| Nov 2025 | Hasbro | 201K | 5.2% | 4 |
| Nov 2025 | NECA | 110K | 2.9% | 5 |
| Nov 2025 | McFarlane | 40.5K | 1.1% | 6 |
| Dec 2025 | Barbie | 2.7M | 63.7% | 1 |
| Dec 2025 | Funko | 1M | 23.2% | 2 |
| Dec 2025 | Bandai | 201K | 4.7% | 3 |
| Dec 2025 | Hasbro | 201K | 4.7% | 4 |
| Dec 2025 | NECA | 110K | 2.6% | 5 |
| Dec 2025 | McFarlane | 49.5K | 1.2% | 6 |
| Jan 2026 | Barbie | 2.2M | 60.7% | 1 |
| Jan 2026 | Funko | 823K | 22.3% | 2 |
| Jan 2026 | Bandai | 246K | 6.7% | 3 |
| Jan 2026 | Hasbro | 201K | 5.4% | 4 |
| Jan 2026 | McFarlane | 90.5K | 2.5% | 5 |
| Jan 2026 | NECA | 90.5K | 2.5% | 6 |
| Feb 2026 | Barbie | 1.8M | 62.6% | 1 |
| Feb 2026 | Funko | 550K | 18.8% | 2 |
| Feb 2026 | Bandai | 201K | 6.9% | 3 |
| Feb 2026 | Hasbro | 201K | 6.9% | 4 |
| Feb 2026 | NECA | 90.5K | 3.1% | 5 |
| Feb 2026 | McFarlane | 49.5K | 1.7% | 6 |
| Mar 2026 | Barbie | 2.2M | 65.7% | 1 |
| Mar 2026 | Funko | 550K | 16.1% | 2 |
| Mar 2026 | Bandai | 246K | 7.2% | 3 |
| Mar 2026 | Hasbro | 201K | 5.9% | 4 |
| Mar 2026 | NECA | 110K | 3.2% | 5 |
| Mar 2026 | McFarlane | 60.5K | 1.8% | 6 |
| Apr 2026 | Barbie | 2.2M | 68.1% | 1 |
| Apr 2026 | Funko | 450K | 13.7% | 2 |
| Apr 2026 | Bandai | 246K | 7.5% | 3 |
| Apr 2026 | Hasbro | 201K | 6.1% | 4 |
| Apr 2026 | NECA | 90.5K | 2.8% | 5 |
| Apr 2026 | McFarlane | 60.5K | 1.8% | 6 |
| May 2026 | Barbie | 1.8M | 61.5% | 1 |
| May 2026 | Funko | 550K | 18.5% | 2 |
| May 2026 | Bandai | 246K | 8.3% | 3 |
| May 2026 | Hasbro | 201K | 6.7% | 4 |
| May 2026 | NECA | 90.5K | 3% | 5 |
| May 2026 | McFarlane | 60.5K | 2% | 6 |
| Jun 2026 | Barbie | 1.8M | 64% | 1 |
| Jun 2026 | Funko | 450K | 15.7% | 2 |
| Jun 2026 | Bandai | 246K | 8.6% | 3 |
| Jun 2026 | Hasbro | 201K | 7% | 4 |
| Jun 2026 | NECA | 90.5K | 3.2% | 5 |
| Jun 2026 | McFarlane | 40.5K | 1.4% | 6 |
| Jul 2026 | Barbie | 1.8M | 59.9% | 1 |
| Jul 2026 | Funko | 450K | 14.7% | 2 |
| Jul 2026 | Bandai | 368K | 12.1% | 3 |
| Jul 2026 | Hasbro | 246K | 8.1% | 4 |
| Jul 2026 | NECA | 110K | 3.6% | 5 |
| Jul 2026 | McFarlane | 49.5K | 1.6% | 6 |
| Aug 2026 | Barbie | 1.8M | 59.2% | 1 |
| Aug 2026 | Funko | 550K | 17.8% | 2 |
| Aug 2026 | Bandai | 368K | 11.9% | 3 |
| Aug 2026 | Hasbro | 201K | 6.5% | 4 |
| Aug 2026 | NECA | 90.5K | 2.9% | 5 |
| Aug 2026 | McFarlane | 49.5K | 1.6% | 6 |
| Sep 2026 | Bandai | — | — | — |
| Sep 2026 | Barbie | — | — | — |
| Sep 2026 | Funko | — | — | — |
| Sep 2026 | Hasbro | — | — | — |
| Sep 2026 | McFarlane | — | — | — |
| Sep 2026 | NECA | — | — | — |

## What is being compared

- **Bandai**: Measured on the search term “bandai”.
- **Barbie**: Measured on the search term “barbie”.
- **Funko**: Measured on the search term “funko”.
- **Hasbro**: Measured on the search term “hasbro”.
- **McFarlane**: Measured on the search term “mcfarlane”.
- **NECA**: Measured on the search term “neca”.

- [Bandai](/demand/global-en/brands/bandai)
- [Barbie](/demand/global-en/brands/barbie)
- [Funko](/demand/global-en/brands/funko)
- [Hasbro](/demand/global-en/brands/hasbro)
- [McFarlane](/demand/global-en/brands/mcfarlane)
- [NECA](/demand/global-en/brands/neca)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Action figure brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/action-figure-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/action-figure-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.