Baby toys:Which brands are most popular in search?
In August 2026, Fisher-Price was the most searched among baby toys worldwide, with an estimated 246K branded searches and 48.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Fisher-Price48.2%
VTech32.3%
Skip Hop11.8%
Bright Starts5.3%
Manhattan Toy1.3%- Lamaze1.1%
Follow baby toys 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
Share of SearchLeaderboard
Compare the baby toys shoppers choose between. 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 by month for Fisher-Price, VTech, Skip Hop, Bright Starts. The figures are in the table below the chart.
View monthly share of search table
| Month | Fisher-Price | VTech | Skip Hop | Bright Starts | Manhattan Toy | Lamaze |
|---|---|---|---|---|---|---|
| Oct 2025 | 47.4% | 38.7% | 7.8% | 4.3% | 1% | 0.85% |
| Nov 2025 | 52.6% | 35.2% | 7.1% | 3.2% | 1.2% | 0.77% |
| Dec 2025 | 53.1% | 35.5% | 5.8% | 3.9% | 0.96% | 0.64% |
| Jan 2026 | 49.6% | 33.1% | 10% | 5.5% | 1.1% | 0.73% |
| Feb 2026 | 44.4% | 36.5% | 10.9% | 6% | 1.2% | 0.97% |
| Mar 2026 | 49.3% | 33.1% | 9.9% | 5.4% | 1.3% | 0.88% |
| Apr 2026 | 49.5% | 33.2% | 10% | 5.4% | 1.1% | 0.88% |
| May 2026 | 49.9% | 33.5% | 10.1% | 4.5% | 1.1% | 0.89% |
| Jun 2026 | 48.1% | 32.3% | 11.9% | 5.3% | 1.3% | 1.1% |
| Jul 2026 | 49.3% | 33.1% | 9.9% | 5.4% | 1.3% | 0.88% |
| Aug 2026 | 48.2% | 32.3% | 11.8% | 5.3% | 1.3% | 1.1% |
| Sep 2026 | — | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.2% | 246K | 0% | -1.2 points | |
| 2, held 2nd | 32.3% | 165K | 0% | -0.8 points | |
| 3, held 3rd | 11.8% | 60.5K | +22.2% | +1.9 points | |
| 4, held 4th | 5.3% | 27.1K | 0% | -0.1 points | |
| 5, held 5th | 1.3% | 6.6K | 0% | 0 points | |
| 6, held 6th | 1.1% | 5.4K | +22.7% | +0.2 points |
48.2%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1.2 points.
2.
VTech32.3%
Held 2nd. 165K estimated branded searches, 0% vs prior month. Share -0.8 points.
3.
Skip Hop11.8%
Held 3rd. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.9 points.
5.3%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
1.3%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
6.Lamaze
1.1%
Held 6th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.2 points.
Compare search popularity between leading brands
- Fisher-Price vs VTech: compare search popularity
- Fisher-Price vs Skip Hop: compare search popularity
- Fisher-Price vs Bright Starts: compare search popularity
- VTech vs Skip Hop: compare search popularity
- VTech vs Bright Starts: compare search popularity
- Skip Hop vs Bright Starts: compare search popularity
- Compare any of these brands
Which brand is most popular in search among baby toys worldwide?
6 brands
In August 2026, Fisher-Price was the most searched among baby toys worldwide, with an estimated 246K branded searches and 48.2% estimated Share of Search within this set. VTech is in 2nd place, 15.9 percentage points behind at 32.3% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Fisher-Price | 47.4% → 48.2% | 53.1%Dec 2025 | 44.4%Feb 2026 | 1st |
| VTech | 38.7% → 32.3% | 38.7%Oct 2025 | 32.3%Aug 2026 | 2nd |
| Skip Hop | 7.8% → 11.8% | 11.9%Jun 2026 | 5.8%Dec 2025 | 3rd |
| Bright Starts | 4.3% → 5.3% | 6%Feb 2026 | 3.2%Nov 2025 | 4th |
| Manhattan Toy | 1% → 1.3% | 1.3%Mar 2026 | 0.96%Dec 2025 | 5th |
| Lamaze | 0.85% → 1.1% | 1.1%Aug 2026 | 0.64%Dec 2025 | 6th |
Each finding as a sentence
- Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among baby toys worldwide increased from 47.4% to 48.2%.
- Across the 11 months ending August 2026, VTech’s estimated Share of Search among baby toys worldwide decreased from 38.7% to 32.3%.
- Across the 11 months ending August 2026, Skip Hop’s estimated Share of Search among baby toys worldwide increased from 7.8% to 11.8%.
- Across the 11 months ending August 2026, Bright Starts’ estimated Share of Search among baby toys worldwide increased from 4.3% to 5.3%.
- Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among baby toys worldwide peaked at 53.1% in December 2025 and was lowest at 44.4% in February 2026.
- Across the 11 months ending August 2026, Skip Hop’s estimated Share of Search among baby toys worldwide peaked at 11.9% in June 2026 and was lowest at 5.8% in December 2025.
- Across the 11 months ending August 2026, Bright Starts’ estimated Share of Search among baby toys worldwide peaked at 6% in February 2026 and was lowest at 3.2% in November 2025.
- Across the 11 months ending August 2026, Manhattan Toy and Lamaze held steady: their estimated Share of Search among baby toys worldwide each moved less than 0.5 percentage points.
How did search popularity change for baby toys worldwide in August 2026?
3 changes
In August 2026, Skip Hop gained estimated Share of Search among baby toys worldwide, from 9.9% to 11.8%.
In August 2026, Fisher-Price lost estimated Share of Search among baby toys worldwide, from 49.3% to 48.2%.
In August 2026, VTech lost estimated Share of Search among baby toys worldwide, from 33.1% to 32.3%.
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.