Asmodee vs Barbie:Which is searched more?
In September 2026, Barbie had more branded searches than Asmodee among board game brands worldwide. Barbie was estimated to have 1.8M branded searches compared to Asmodee’s 90.5K, and held an 81% Share of Search versus Asmodee’s 4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Asmodee or Barbie?
Compare the board game 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 by month for Barbie, Asmodee. The figures are in the table below the chart.
View monthly share of search table
| Month | Barbie | Hasbro | Ravensburger | Asmodee | Z-Man Games | Gibsons |
|---|---|---|---|---|---|---|
| Oct 2025 | 84.4% | 7.6% | 5.1% | 2.8% | 0.11% | 0.04% |
| Nov 2025 | 81.8% | 7.3% | 7.3% | 3.3% | 0.13% | 0.04% |
| Dec 2025 | 83.9% | 6.2% | 7.5% | 2.3% | 0.11% | 0.04% |
| Jan 2026 | 83.4% | 7.5% | 6.1% | 2.8% | 0.13% | 0.05% |
| Feb 2026 | 82% | 9% | 6.1% | 2.7% | 0.16% | 0.04% |
| Mar 2026 | 84.4% | 7.6% | 5.1% | 2.8% | 0.11% | 0.04% |
| Apr 2026 | 85.2% | 7.6% | 4.2% | 2.8% | 0.09% | 0.04% |
| May 2026 | 82.5% | 9.1% | 5% | 3.3% | 0.11% | 0.04% |
| Jun 2026 | 83% | 9.1% | 5% | 2.7% | 0.11% | 0.04% |
| Jul 2026 | 80.9% | 10.9% | 4.9% | 3.3% | 0.08% | 0.04% |
| Aug 2026 | 81.6% | 9% | 6% | 3.3% | 0.08% | 0.04% |
| Sep 2026 | 81% | 8.9% | 6% | 4% | 0.07% | 0.04% |
How has the Asmodee and Barbie comparison changed over the last 12 months?
3 findings
- Barbie was ahead of Asmodee in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Asmodee’s estimated Share of Search among board game brands worldwide moved from 2.8% to 4%, and its estimated monthly branded searches moved from 74K to 90.5K.
- Across the 12 months ending September 2026, Barbie’s estimated Share of Search among board game brands worldwide moved from 84.4% to 81%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
How did search popularity change for board game brands worldwide in September 2026?
2 changes
In September 2026, Asmodee gained estimated Share of Search among board game brands worldwide, from 3.3% to 4%.
In September 2026, Barbie lost estimated Share of Search among board game brands worldwide, from 81.6% to 81%.
Other head-to-heads among board game brands
How each brand is measured
Brandwave collects information about searches that people make online using Asmodee’s and Barbie’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
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