---
title: "Building block toy brands: Which are most popular?"
description: "Compare the brands of interlocking bricks and building sets. Share of Search among LEGO, BlueBrixx, Mega, K'NEX, CaDA, Brickmania, COBI and Sluban, the building block toy 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/building-block-toy-brands"
publisher: "Brandwave"
---

# Building block toy brands: Which are most popular?

Compare the brands of interlocking bricks and building sets. Share of Search among LEGO, BlueBrixx, Mega, K'NEX, CaDA, Brickmania, COBI and Sluban, the building block toy 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**: Building block toy brands
- **Market**: Global
- **Brands compared**: 8
- **Month measured**: Oct 2026
- **Highest Share of Search**: LEGO, 92.9%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| LEGO | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| CaDA | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| Mega | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| BlueBrixx | 4th | 1 of 3 | 0 of 1 | 1 of 4 |
| K'NEX | 5th | 0 of 3 | 1 of 1 | 1 of 4 |
| COBI | 5th | 1 of 3 | 1 of 1 | 2 of 4 |
| Brickmania | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Sluban | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about building block toy brands

- Asked ChatGPT "What are the best LEGO alternatives?": 1. LEGO, 2. CaDA, 3. BlueBrixx, 4. Mega, 5. COBI
- Asked ChatGPT "Which building block sets are best for kids?": 1. LEGO, 2. Mega
- Asked ChatGPT "What are the best building block sets for adults?": 1. LEGO, 2. CaDA
- Searched Google, AI Overview "lego alternatives": 1. LEGO, 2. CaDA, 3. Mega, 4. K'NEX, 5. COBI

Not named in any answer: Brickmania and Sluban.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 27, 2026.

## Compare search popularity between leading brands

- [LEGO vs BlueBrixx: compare search popularity](/demand/global-en/compare/bluebrixx-vs-lego): 92.9% against 3.8% Share of Search.

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

- 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.

## Which building block toy brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | LEGO | 92.9% | 11.1M | 0.0% | LEGO |
| 2 | BlueBrixx | 3.8% | 450K | +22.3% | BlueBrixx |
| 3 | Mega | 1.3% | 153K | +19.5% | Mattel |
| 4 | K'NEX | 0.92% | 110K | +48.6% | K'NEX |
| 5 | CaDA | 0.47% | 56.2K | +22.7% | Double E |
| 6 | Brickmania | 0.34% | 40.5K | +22.4% | Brickmania |
| 7 | COBI | 0.16% | 18.6K | +18.2% | COBI |
| 8 | Sluban | 0.15% | 18.1K | 0.0% | Sluban |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | LEGO | 16.6M | 92.8% | 1 |
| Nov 2025 | BlueBrixx | 823K | 4.6% | 2 |
| Nov 2025 | Mega | 198K | 1.1% | 3 |
| Nov 2025 | K'NEX | 135K | 0.75% | 4 |
| Nov 2025 | Brickmania | 49.5K | 0.28% | 5 |
| Nov 2025 | CaDA | 39.9K | 0.22% | 6 |
| Nov 2025 | COBI | 22.7K | 0.13% | 7 |
| Nov 2025 | Sluban | 22.2K | 0.12% | 8 |
| Dec 2025 | LEGO | 20.4M | 94.4% | 1 |
| Dec 2025 | BlueBrixx | 673K | 3.1% | 2 |
| Dec 2025 | Mega | 234K | 1.1% | 3 |
| Dec 2025 | K'NEX | 135K | 0.62% | 4 |
| Dec 2025 | CaDA | 72.7K | 0.34% | 5 |
| Dec 2025 | Brickmania | 40.5K | 0.19% | 6 |
| Dec 2025 | Sluban | 27.1K | 0.13% | 7 |
| Dec 2025 | COBI | 26.3K | 0.12% | 8 |
| Jan 2026 | LEGO | 16.6M | 94.8% | 1 |
| Jan 2026 | BlueBrixx | 450K | 2.6% | 2 |
| Jan 2026 | Mega | 206K | 1.2% | 3 |
| Jan 2026 | K'NEX | 90.5K | 0.52% | 4 |
| Jan 2026 | CaDA | 72.7K | 0.42% | 5 |
| Jan 2026 | Brickmania | 40.5K | 0.23% | 6 |
| Jan 2026 | Sluban | 22.2K | 0.13% | 7 |
| Jan 2026 | COBI | 20.2K | 0.12% | 8 |
| Feb 2026 | LEGO | 11.1M | 94.1% | 1 |
| Feb 2026 | BlueBrixx | 368K | 3.1% | 2 |
| Feb 2026 | Mega | 132K | 1.1% | 3 |
| Feb 2026 | K'NEX | 74K | 0.63% | 4 |
| Feb 2026 | CaDA | 45.9K | 0.39% | 5 |
| Feb 2026 | Brickmania | 40.5K | 0.34% | 6 |
| Feb 2026 | COBI | 17.4K | 0.15% | 7 |
| Feb 2026 | Sluban | 14.8K | 0.13% | 8 |
| Mar 2026 | LEGO | 11.1M | 93.2% | 1 |
| Mar 2026 | BlueBrixx | 450K | 3.8% | 2 |
| Mar 2026 | Mega | 132K | 1.1% | 3 |
| Mar 2026 | K'NEX | 90.5K | 0.76% | 4 |
| Mar 2026 | CaDA | 56.2K | 0.47% | 5 |
| Mar 2026 | Brickmania | 40.5K | 0.34% | 6 |
| Mar 2026 | Sluban | 18.1K | 0.15% | 7 |
| Mar 2026 | COBI | 16.6K | 0.14% | 8 |
| Apr 2026 | LEGO | 11.1M | 94% | 1 |
| Apr 2026 | BlueBrixx | 368K | 3.1% | 2 |
| Apr 2026 | Mega | 132K | 1.1% | 3 |
| Apr 2026 | K'NEX | 74K | 0.63% | 4 |
| Apr 2026 | CaDA | 56.2K | 0.48% | 5 |
| Apr 2026 | Brickmania | 40.5K | 0.34% | 6 |
| Apr 2026 | COBI | 18.4K | 0.16% | 7 |
| Apr 2026 | Sluban | 14.8K | 0.13% | 8 |
| May 2026 | LEGO | 11.1M | 94.9% | 1 |
| May 2026 | BlueBrixx | 301K | 2.6% | 2 |
| May 2026 | Mega | 109K | 0.93% | 3 |
| May 2026 | K'NEX | 74K | 0.63% | 4 |
| May 2026 | CaDA | 46.1K | 0.39% | 5 |
| May 2026 | Brickmania | 33.1K | 0.28% | 6 |
| May 2026 | Sluban | 18.1K | 0.15% | 7 |
| May 2026 | COBI | 15.9K | 0.14% | 8 |
| Jun 2026 | LEGO | 11.1M | 94.5% | 1 |
| Jun 2026 | BlueBrixx | 368K | 3.1% | 2 |
| Jun 2026 | Mega | 113K | 0.96% | 3 |
| Jun 2026 | K'NEX | 60.5K | 0.51% | 4 |
| Jun 2026 | CaDA | 45.8K | 0.39% | 5 |
| Jun 2026 | Brickmania | 33.1K | 0.28% | 6 |
| Jun 2026 | COBI | 15.7K | 0.13% | 7 |
| Jun 2026 | Sluban | 14.8K | 0.13% | 8 |
| Jul 2026 | LEGO | 11.1M | 95.1% | 1 |
| Jul 2026 | BlueBrixx | 246K | 2.1% | 2 |
| Jul 2026 | Mega | 132K | 1.1% | 3 |
| Jul 2026 | K'NEX | 74K | 0.63% | 4 |
| Jul 2026 | CaDA | 45.9K | 0.39% | 5 |
| Jul 2026 | Brickmania | 40.5K | 0.35% | 6 |
| Jul 2026 | Sluban | 18.1K | 0.16% | 7 |
| Jul 2026 | COBI | 15.9K | 0.14% | 8 |
| Aug 2026 | LEGO | 11.1M | 94.4% | 1 |
| Aug 2026 | BlueBrixx | 301K | 2.6% | 2 |
| Aug 2026 | Mega | 157K | 1.3% | 3 |
| Aug 2026 | K'NEX | 74K | 0.63% | 4 |
| Aug 2026 | CaDA | 56.2K | 0.48% | 5 |
| Aug 2026 | Brickmania | 33.1K | 0.28% | 6 |
| Aug 2026 | COBI | 19.3K | 0.16% | 7 |
| Aug 2026 | Sluban | 18.1K | 0.15% | 8 |
| Sep 2026 | LEGO | 11.1M | 94.2% | 1 |
| Sep 2026 | BlueBrixx | 368K | 3.1% | 2 |
| Sep 2026 | Mega | 128K | 1.1% | 3 |
| Sep 2026 | K'NEX | 74K | 0.63% | 4 |
| Sep 2026 | CaDA | 45.8K | 0.39% | 5 |
| Sep 2026 | Brickmania | 33.1K | 0.28% | 6 |
| Sep 2026 | Sluban | 18.1K | 0.15% | 7 |
| Sep 2026 | COBI | 15.7K | 0.13% | 8 |
| Oct 2026 | LEGO | 11.1M | 92.9% | 1 |
| Oct 2026 | BlueBrixx | 450K | 3.8% | 2 |
| Oct 2026 | Mega | 153K | 1.3% | 3 |
| Oct 2026 | K'NEX | 110K | 0.92% | 4 |
| Oct 2026 | CaDA | 56.2K | 0.47% | 5 |
| Oct 2026 | Brickmania | 40.5K | 0.34% | 6 |
| Oct 2026 | COBI | 18.6K | 0.16% | 7 |
| Oct 2026 | Sluban | 18.1K | 0.15% | 8 |

## How are branded searches counted for building block toy brands?

- **BlueBrixx**: Measured on the search term “bluebrixx”.
- **Brickmania**: Measured on the search term “brickmania”.
- **CaDA**: Measured on the search terms “cada blocks”, “cada bricks” and “cada lego”, summed into one figure.
- **COBI**: Measured on the search terms “cobi blocks”, “cobi bricks” and “cobi tanks”, summed into one figure.
- **K'NEX**: Measured on the search term “knex”.
- **LEGO**: Measured on the search term “lego”.
- **Mega**: Measured on the search terms “mega bloks” and “mega construx”, summed into one figure.
- **Sluban**: Measured on the search term “sluban”.

- [BlueBrixx](/demand/global-en/brands/bluebrixx)
- [Brickmania](/demand/global-en/brands/brickmania)
- [CaDA](/demand/global-en/brands/cada)
- [COBI](/demand/global-en/brands/cobi)
- [K'NEX](/demand/global-en/brands/knex)
- [LEGO](/demand/global-en/brands/lego)
- [Mega](/demand/global-en/brands/mega-bloks)
- [Sluban](/demand/global-en/brands/sluban)

## Methodology

- [How is the Brand Demand Index 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 building block toy brands worldwide?

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

## Cite this page

Brandwave. "Building block toy brands: Which are most popular?". https://gobrandwave.com/demand/global-en/categories/building-block-toy-brands

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