---
title: "Baby toys: Which brands are most popular in search?"
description: "Compare the baby toys shoppers choose between. Share of Search among Fisher-Price, VTech, Skip Hop, Bright Starts, Manhattan Toy and Lamaze, the baby toys 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/baby-toys"
publisher: "Brandwave"
---

# Baby toys: Which brands are most popular in search?

Compare the baby toys shoppers choose between. Share of Search among Fisher-Price, VTech, Skip Hop, Bright Starts, Manhattan Toy and Lamaze, the baby toys 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**: Baby toys
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Fisher-Price, 48.2%

## Which brand is most popular in search among baby toys worldwide?

- 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.
- 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.

## Compare search popularity between leading brands

- [Fisher-Price vs VTech: compare search popularity](/demand/global-en/compare/fisher-price-vs-vtech): 48.2% against 32.3% Share of Search.
- [Fisher-Price vs Skip Hop: compare search popularity](/demand/global-en/compare/fisher-price-vs-skip-hop): 48.2% against 11.8% Share of Search.
- [Fisher-Price vs Bright Starts: compare search popularity](/demand/global-en/compare/bright-starts-vs-fisher-price): 48.2% against 5.3% Share of Search.
- [VTech vs Skip Hop: compare search popularity](/demand/global-en/compare/skip-hop-vs-vtech): 32.3% against 11.8% Share of Search.
- [VTech vs Bright Starts: compare search popularity](/demand/global-en/compare/bright-starts-vs-vtech): 32.3% against 5.3% Share of Search.
- [Skip Hop vs Bright Starts: compare search popularity](/demand/global-en/compare/bright-starts-vs-skip-hop): 11.8% against 5.3% Share of Search.

## How did search popularity change for baby toys worldwide in August 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Fisher-Price | 48.2% | 246K | 0.0% | Mattel |
| 2 | VTech | 32.3% | 165K | 0.0% | VTech |
| 3 | Skip Hop | 11.8% | 60.5K | +22.2% | Skip Hop |
| 4 | Bright Starts | 5.3% | 27.1K | 0.0% | Bright Starts |
| 5 | Manhattan Toy | 1.3% | 6.6K | 0.0% | Manhattan Toy |
| 6 | Lamaze | 1.1% | 5.4K | +22.7% | Lamaze |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Fisher-Price | 301K | 47.4% | 1 |
| Oct 2025 | VTech | 246K | 38.7% | 2 |
| Oct 2025 | Skip Hop | 49.5K | 7.8% | 3 |
| Oct 2025 | Bright Starts | 27.1K | 4.3% | 4 |
| Oct 2025 | Manhattan Toy | 6.6K | 1% | 5 |
| Oct 2025 | Lamaze | 5.4K | 0.85% | 6 |
| Nov 2025 | Fisher-Price | 450K | 52.6% | 1 |
| Nov 2025 | VTech | 301K | 35.2% | 2 |
| Nov 2025 | Skip Hop | 60.5K | 7.1% | 3 |
| Nov 2025 | Bright Starts | 27.1K | 3.2% | 4 |
| Nov 2025 | Manhattan Toy | 9.9K | 1.2% | 5 |
| Nov 2025 | Lamaze | 6.6K | 0.77% | 6 |
| Dec 2025 | Fisher-Price | 450K | 53.1% | 1 |
| Dec 2025 | VTech | 301K | 35.5% | 2 |
| Dec 2025 | Skip Hop | 49.5K | 5.8% | 3 |
| Dec 2025 | Bright Starts | 33.1K | 3.9% | 4 |
| Dec 2025 | Manhattan Toy | 8.1K | 0.96% | 5 |
| Dec 2025 | Lamaze | 5.4K | 0.64% | 6 |
| Jan 2026 | Fisher-Price | 301K | 49.6% | 1 |
| Jan 2026 | VTech | 201K | 33.1% | 2 |
| Jan 2026 | Skip Hop | 60.5K | 10% | 3 |
| Jan 2026 | Bright Starts | 33.1K | 5.5% | 4 |
| Jan 2026 | Manhattan Toy | 6.6K | 1.1% | 5 |
| Jan 2026 | Lamaze | 4.4K | 0.73% | 6 |
| Feb 2026 | Fisher-Price | 201K | 44.4% | 1 |
| Feb 2026 | VTech | 165K | 36.5% | 2 |
| Feb 2026 | Skip Hop | 49.5K | 10.9% | 3 |
| Feb 2026 | Bright Starts | 27.1K | 6% | 4 |
| Feb 2026 | Manhattan Toy | 5.4K | 1.2% | 5 |
| Feb 2026 | Lamaze | 4.4K | 0.97% | 6 |
| Mar 2026 | Fisher-Price | 246K | 49.3% | 1 |
| Mar 2026 | VTech | 165K | 33.1% | 2 |
| Mar 2026 | Skip Hop | 49.5K | 9.9% | 3 |
| Mar 2026 | Bright Starts | 27.1K | 5.4% | 4 |
| Mar 2026 | Manhattan Toy | 6.6K | 1.3% | 5 |
| Mar 2026 | Lamaze | 4.4K | 0.88% | 6 |
| Apr 2026 | Fisher-Price | 246K | 49.5% | 1 |
| Apr 2026 | VTech | 165K | 33.2% | 2 |
| Apr 2026 | Skip Hop | 49.5K | 10% | 3 |
| Apr 2026 | Bright Starts | 27.1K | 5.4% | 4 |
| Apr 2026 | Manhattan Toy | 5.4K | 1.1% | 5 |
| Apr 2026 | Lamaze | 4.4K | 0.88% | 6 |
| May 2026 | Fisher-Price | 246K | 49.9% | 1 |
| May 2026 | VTech | 165K | 33.5% | 2 |
| May 2026 | Skip Hop | 49.5K | 10.1% | 3 |
| May 2026 | Bright Starts | 22.2K | 4.5% | 4 |
| May 2026 | Manhattan Toy | 5.4K | 1.1% | 5 |
| May 2026 | Lamaze | 4.4K | 0.89% | 6 |
| Jun 2026 | Fisher-Price | 201K | 48.1% | 1 |
| Jun 2026 | VTech | 135K | 32.3% | 2 |
| Jun 2026 | Skip Hop | 49.5K | 11.9% | 3 |
| Jun 2026 | Bright Starts | 22.2K | 5.3% | 4 |
| Jun 2026 | Manhattan Toy | 5.4K | 1.3% | 5 |
| Jun 2026 | Lamaze | 4.4K | 1.1% | 6 |
| Jul 2026 | Fisher-Price | 246K | 49.3% | 1 |
| Jul 2026 | VTech | 165K | 33.1% | 2 |
| Jul 2026 | Skip Hop | 49.5K | 9.9% | 3 |
| Jul 2026 | Bright Starts | 27.1K | 5.4% | 4 |
| Jul 2026 | Manhattan Toy | 6.6K | 1.3% | 5 |
| Jul 2026 | Lamaze | 4.4K | 0.88% | 6 |
| Aug 2026 | Fisher-Price | 246K | 48.2% | 1 |
| Aug 2026 | VTech | 165K | 32.3% | 2 |
| Aug 2026 | Skip Hop | 60.5K | 11.8% | 3 |
| Aug 2026 | Bright Starts | 27.1K | 5.3% | 4 |
| Aug 2026 | Manhattan Toy | 6.6K | 1.3% | 5 |
| Aug 2026 | Lamaze | 5.4K | 1.1% | 6 |
| Sep 2026 | Bright Starts | — | — | — |
| Sep 2026 | Fisher-Price | — | — | — |
| Sep 2026 | Lamaze | — | — | — |
| Sep 2026 | Manhattan Toy | — | — | — |
| Sep 2026 | Skip Hop | — | — | — |
| Sep 2026 | VTech | — | — | — |

## What is being compared

- **Bright Starts**: Measured on the search term “bright starts”.
- **Fisher-Price**: Measured on the search term “fisher price”.
- **Lamaze**: Measured on the search term “lamaze toys”.
- **Manhattan Toy**: Measured on the search term “manhattan toy”.
- **Skip Hop**: Measured on the search term “skip hop”.
- **VTech**: Measured on the search term “vtech”.

- [Bright Starts](/demand/global-en/brands/bright-starts)
- [Fisher-Price](/demand/global-en/brands/fisher-price)
- [Lamaze](/demand/global-en/brands/lamaze)
- [Manhattan Toy](/demand/global-en/brands/manhattan-toy)
- [Skip Hop](/demand/global-en/brands/skip-hop)
- [VTech](/demand/global-en/brands/vtech)

## 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 baby toys worldwide?

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.

## Cite this page

Brandwave. "Baby toys: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/baby-toys

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