Building block toy brands:Which are most popular?

Name: Building block toy brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, LEGO was the most searched building block toy brand worldwide, accounting for 92.9% of all searches among the eight brands tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, LEGO showed up in every answer. LEGO was recommended most often, coming first in every response.

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Top building block toy brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, LEGO appeared every time. LEGO was recommended most often, coming first in every answer. CaDA was second, and Mega was third. Brickmania, which ranked sixth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

LEGO1st
CaDA2nd
Mega3rd
BlueBrixx4th
K'NEX5th
COBI5th
Brickmania–
Sluban–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
LEGO	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Mega	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
CaDA	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
COBI	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
BlueBrixx	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
K'NEX	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
Brickmania	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Sluban	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

LEGO4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Mega3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
CaDA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
COBI2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
BlueBrixx1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
K'NEX1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Brickmania0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sluban0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about building block toy brands

4 answers

Asked ChatGPT
“What are the best LEGO alternatives?”
1. 1LEGO
2. 2CaDA
3. 3BlueBrixx
4. 4Mega
5. 5COBI
Asked ChatGPT
“Which building block sets are best for kids?”
1. 1LEGO
2. 2Mega
Asked ChatGPT
“What are the best building block sets for adults?”
1. 1LEGO
2. 2CaDA
Searched Google, AI Overview
“building blocks”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“lego alternatives”
1. 1LEGO
2. 2CaDA
3. 3Mega
4. 4K'NEX
5. 5COBI

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 27, 2026.

Which building block toy brands do people search for most?

This chart shows how often people search Google for each building block toy brand by name. Each line represents a brand's share of searches for all eight building block toy brands we track, month by month, from English-language searches worldwide.

Share of searches among building block toy brands worldwide, by month

Month	LEGO	BlueBrixx	Mega	K'NEX	CaDA	Brickmania	COBI	Sluban
Nov 2025	92.8%	4.6%	1.1%	0.75%	0.22%	0.28%	0.13%	0.12%
Dec 2025	94.4%	3.1%	1.1%	0.62%	0.34%	0.19%	0.12%	0.13%
Jan 2026	94.8%	2.6%	1.2%	0.52%	0.42%	0.23%	0.12%	0.13%
Feb 2026	94.1%	3.1%	1.1%	0.63%	0.39%	0.34%	0.15%	0.13%
Mar 2026	93.2%	3.8%	1.1%	0.76%	0.47%	0.34%	0.14%	0.15%
Apr 2026	94%	3.1%	1.1%	0.63%	0.48%	0.34%	0.16%	0.13%
May 2026	94.9%	2.6%	0.93%	0.63%	0.39%	0.28%	0.14%	0.15%
Jun 2026	94.5%	3.1%	0.96%	0.51%	0.39%	0.28%	0.13%	0.13%
Jul 2026	95.1%	2.1%	1.1%	0.63%	0.39%	0.35%	0.14%	0.16%
Aug 2026	94.4%	2.6%	1.3%	0.63%	0.48%	0.28%	0.16%	0.15%
Sep 2026	94.2%	3.1%	1.1%	0.63%	0.39%	0.28%	0.13%	0.15%
Oct 2026	92.9%	3.8%	1.3%	0.92%	0.47%	0.34%	0.16%	0.15%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	LEGO	92.9%	11.1M	0%	-1.3 points
2, held 2nd	BlueBrixx	3.8%	450K	+22.3%	+0.6 points
3, held 3rd	Mega Mattel	1.3%	153K	+19.5%	+0.2 points
4, held 4th	K'NEX	0.92%	110K	+48.6%	+0.3 points
5, held 5th	CaDADouble E	0.47%	56.2K	+22.7%	+0.1 points
6, held 6th	Brickmania	0.34%	40.5K	+22.4%	+0.1 points
7, moved from 8th to 7th	COBI	0.16%	18.6K	+18.2%	0 pointsmoved from 8th to 7th
8, moved from 7th to 8th	Sluban	0.15%	18.1K	0%	0 pointsmoved from 7th to 8th

1.LEGO
92.9%
Held 1st. 11.1M estimated branded searches, 0% vs prior month. Share -1.3 points.
2.BlueBrixx
3.8%
Held 2nd. 450K estimated branded searches, +22.3% vs prior month. Share +0.6 points.
3.Mega
1.3%
Held 3rd. 153K estimated branded searches, +19.5% vs prior month. Share +0.2 points.
4.K'NEX
0.92%
Held 4th. 110K estimated branded searches, +48.6% vs prior month. Share +0.3 points.
5.CaDA
0.47%
Held 5th. 56.2K estimated branded searches, +22.7% vs prior month. Share +0.1 points.
6.Brickmania
0.34%
Held 6th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.1 points.
7.COBI
0.16%
Moved from 8th to 7th. 18.6K estimated branded searches, +18.2% vs prior month. Share 0 points.
8.Sluban
0.15%
Moved from 7th to 8th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among building block toy brands worldwide?

8 brands

In October 2026, LEGO was the most searched among building block toy brands worldwide, with an estimated 11.1M branded searches, 92.9% of all searches for the eight tracked by the Brandwave Brand Demand Index. BlueBrixx is in 2nd place, 89.1 percentage points behind at 3.8%.

Global building block toy brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
LEGO	92.8% → 92.9%	95.1%Jul 2026	92.8%Nov 2025	1st
BlueBrixx	4.6% → 3.8%	4.6%Nov 2025	2.1%Jul 2026	2nd
Mega	1.1% → 1.3%	1.3%Aug 2026	0.93%May 2026	3rd
K'NEX	0.75% → 0.92%	0.92%Oct 2026	0.51%Jun 2026	4th
CaDA	0.22% → 0.47%	0.48%Aug 2026	0.22%Nov 2025	6th → 5th
Brickmania	0.28% → 0.34%	0.35%Jul 2026	0.19%Dec 2025	5th → 6th
COBI	0.13% → 0.16%	0.16%Aug 2026	0.12%Jan 2026	7th
Sluban	0.12% → 0.15%	0.16%Jul 2026	0.12%Nov 2025	8th

Each finding as a sentence

Across the 12 months ending October 2026, BlueBrixx’s share of searches among building block toy brands worldwide decreased from 4.6% to 3.8%.
Across the 12 months ending October 2026, LEGO’s share of searches among building block toy brands worldwide peaked at 95.1% in July 2026 and was lowest at 92.8% in November 2025.
Across the 12 months ending October 2026, BlueBrixx’s share of searches among building block toy brands worldwide peaked at 4.6% in November 2025 and was lowest at 2.1% in July 2026.
Across the 12 months ending October 2026, CaDA rose from 6th to 5th among building block toy brands worldwide.
Across the 12 months ending October 2026, Brickmania fell from 5th to 6th among building block toy brands worldwide.
Across the 12 months ending October 2026, LEGO, Mega, K'NEX, COBI and Sluban held steady: their share of searches among building block toy brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for building block toy brands worldwide in October 2026?

8 changes

In October 2026, BlueBrixx gained share of searches among building block toy brands worldwide, from 3.1% to 3.8%.
In October 2026, LEGO lost share of searches among building block toy brands worldwide, from 94.2% to 92.9%.
In October 2026, COBI rose from 8th to 7th among building block toy brands worldwide.
In October 2026, Sluban fell from 7th to 8th among building block toy brands worldwide.
Estimated monthly branded searches for CaDA worldwide rose 40.7% over 12 measured months, from 39.9K to 56.2K in October 2026.
Estimated monthly branded searches for Mega worldwide fell 22.7% over 12 measured months, from 198K to 153K in October 2026.
Estimated monthly branded searches for K'NEX worldwide fell 18.5% over 12 measured months, from 135K to 110K in October 2026.
Estimated monthly branded searches for Brickmania worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in October 2026.

How are branded searches counted for building block toy brands?

13 search terms

Each brand's share of searches among building block toy brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.