Brandwave

Collectible figure brands:Which brands are most popular in search?

In August 2026, Funko was the most searched among collectible figure brands worldwide, with an estimated 550K branded searches and 45.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Funko45.9%
  2. Hot Toys30.7%
  3. NECA7.6%
  4. Sideshow7.6%
  5. Kotobukiya4.1%
  6. McFarlane4.1%

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Share of SearchLeaderboard

Compare the collectible figure 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 among collectible figure brands worldwide, by month

Share of Search by month for Funko, Hot Toys, NECA, Sideshow, Kotobukiya, McFarlane. The figures are in the table below the chart.

View monthly share of search table
MonthFunkoHot ToysNECASideshowKotobukiyaMcFarlane
Oct 202555.2%20.2%9%7.4%4.1%4.1%
Nov 202565.5%16.1%7.2%5.9%2.7%2.7%
Dec 202565.1%16%7.2%5.9%2.6%3.2%
Jan 202657.3%21%6.3%6.3%2.8%6.3%
Feb 202654.7%20%9%7.4%4%4.9%
Mar 202651.8%18.9%10.4%8.5%4.7%5.7%
Apr 202646%25.2%9.3%9.3%4.1%6.2%
May 202650.6%22.6%8.3%8.3%4.6%5.6%
Jun 202649.7%22.2%10%8.2%5.5%4.5%
Jul 202644.1%24.1%10.8%8.9%7.3%4.9%
Aug 202645.9%30.7%7.6%7.6%4.1%4.1%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Funko

    45.9%

    Held 1st. 550K estimated branded searches, +22.2% vs prior month. Share +1.8 points.

  2. 2.Hot Toys

    30.7%

    Held 2nd. 368K estimated branded searches, +49.6% vs prior month. Share +6.6 points.

  3. 3.NECA

    7.6%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -3.2 points.

  4. 4.Sideshow

    7.6%

    Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share -1.3 points.

  5. 5.Kotobukiya

    4.1%

    Held 5th. 49.5K estimated branded searches, -33.1% vs prior month. Share -3.1 points.

  6. 6.McFarlane

    4.1%

    Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share -0.7 points.

Compare search popularity between leading brands

Which brand is most popular in search among collectible figure brands worldwide?

In August 2026, Funko was the most searched among collectible figure brands worldwide, with an estimated 550K branded searches and 45.9% estimated Share of Search within this set. Hot Toys is in 2nd place, 15.2 percentage points behind at 30.7% Share of Search.

Global collectible figure brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Funko55.2% → 45.9%65.5%Nov 202544.1%Jul 20261st
Hot Toys20.2% → 30.7%30.7%Aug 202616%Dec 20252nd
NECA9% → 7.6%10.8%Jul 20266.3%Jan 20263rd
Sideshow7.4% → 7.6%9.3%Apr 20265.9%Dec 20254th
Kotobukiya4.1%7.3%Jul 20262.6%Dec 20255th
McFarlane4.1%6.3%Jan 20262.7%Nov 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Funko’s estimated Share of Search among collectible figure brands worldwide decreased from 55.2% to 45.9%.
  • Across the 11 months ending August 2026, Hot Toys’ estimated Share of Search among collectible figure brands worldwide increased from 20.2% to 30.7%.
  • Across the 11 months ending August 2026, NECA’s estimated Share of Search among collectible figure brands worldwide decreased from 9% to 7.6%.
  • Across the 11 months ending August 2026, Funko’s estimated Share of Search among collectible figure brands worldwide peaked at 65.5% in November 2025 and was lowest at 44.1% in July 2026.
  • Across the 11 months ending August 2026, Hot Toys’ estimated Share of Search among collectible figure brands worldwide peaked at 30.7% in August 2026 and was lowest at 16% in December 2025.
  • Across the 11 months ending August 2026, NECA’s estimated Share of Search among collectible figure brands worldwide peaked at 10.8% in July 2026 and was lowest at 6.3% in January 2026.
  • Across the 11 months ending August 2026, Sideshow’s estimated Share of Search among collectible figure brands worldwide peaked at 9.3% in April 2026 and was lowest at 5.9% in December 2025.
  • Across the 11 months ending August 2026, Kotobukiya’s estimated Share of Search among collectible figure brands worldwide peaked at 7.3% in July 2026 and was lowest at 2.6% in December 2025.
  • Across the 11 months ending August 2026, McFarlane’s estimated Share of Search among collectible figure brands worldwide peaked at 6.3% in January 2026 and was lowest at 2.7% in November 2025.
  • Across the 11 months ending August 2026, Sideshow, Kotobukiya and McFarlane held steady: their estimated Share of Search among collectible figure brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for collectible figure brands worldwide in August 2026?

  1. In August 2026, Hot Toys gained estimated Share of Search among collectible figure brands worldwide, from 24.1% to 30.7%.

  2. In August 2026, Funko gained estimated Share of Search among collectible figure brands worldwide, from 44.1% to 45.9%.

  3. In August 2026, NECA lost estimated Share of Search among collectible figure brands worldwide, from 10.8% to 7.6%.

  4. In August 2026, Kotobukiya lost estimated Share of Search among collectible figure brands worldwide, from 7.3% to 4.1%.

  5. In August 2026, Sideshow lost estimated Share of Search among collectible figure brands worldwide, from 8.9% to 7.6%.

  6. In August 2026, McFarlane lost estimated Share of Search among collectible figure brands worldwide, from 4.9% to 4.1%.

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