---
title: "Collectible figure brands: Which are searched most?"
description: "Compare the collectible figure brands people buy. Share of Search among Funko, Hot Toys, NECA, Sideshow, Kotobukiya and McFarlane, the collectible figure 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/collectible-figure-brands"
publisher: "Brandwave"
---

# Collectible figure brands: Which are searched most?

Compare the collectible figure brands people buy. Share of Search among Funko, Hot Toys, NECA, Sideshow, Kotobukiya and McFarlane, the collectible figure 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**: Collectible figure brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Funko, 45.9%

## 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.
- 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.

## Compare search popularity between leading brands

- [Funko vs Hot Toys: compare search popularity](/demand/global-en/compare/funko-vs-hot-toys): 45.9% against 30.7% Share of Search.
- [Funko vs NECA: compare search popularity](/demand/global-en/compare/funko-vs-neca): 45.9% against 7.6% Share of Search.
- [Funko vs Sideshow: compare search popularity](/demand/global-en/compare/funko-vs-sideshow): 45.9% against 7.6% Share of Search.
- [Funko vs Kotobukiya: compare search popularity](/demand/global-en/compare/funko-vs-kotobukiya): 45.9% against 4.1% Share of Search.
- [Hot Toys vs NECA: compare search popularity](/demand/global-en/compare/hot-toys-vs-neca): 30.7% against 7.6% Share of Search.
- [Hot Toys vs Sideshow: compare search popularity](/demand/global-en/compare/hot-toys-vs-sideshow): 30.7% against 7.6% Share of Search.
- [Hot Toys vs Kotobukiya: compare search popularity](/demand/global-en/compare/hot-toys-vs-kotobukiya): 30.7% against 4.1% Share of Search.
- [NECA vs Sideshow: compare search popularity](/demand/global-en/compare/neca-vs-sideshow): 7.6% Share of Search each.
- [NECA vs Kotobukiya: compare search popularity](/demand/global-en/compare/kotobukiya-vs-neca): 7.6% against 4.1% Share of Search.
- [Sideshow vs Kotobukiya: compare search popularity](/demand/global-en/compare/kotobukiya-vs-sideshow): 7.6% against 4.1% Share of Search.

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

- In August 2026, Hot Toys gained estimated Share of Search among collectible figure brands worldwide, from 24.1% to 30.7%.
- In August 2026, Funko gained estimated Share of Search among collectible figure brands worldwide, from 44.1% to 45.9%.
- In August 2026, NECA lost estimated Share of Search among collectible figure brands worldwide, from 10.8% to 7.6%.
- In August 2026, Kotobukiya lost estimated Share of Search among collectible figure brands worldwide, from 7.3% to 4.1%.
- In August 2026, Sideshow lost estimated Share of Search among collectible figure brands worldwide, from 8.9% to 7.6%.
- In August 2026, McFarlane lost estimated Share of Search among collectible figure brands worldwide, from 4.9% to 4.1%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Funko | 45.9% | 550K | +22.2% | Funko |
| 2 | Hot Toys | 30.7% | 368K | +49.6% | Hot Toys |
| 3 | NECA | 7.6% | 90.5K | -17.7% | NECA |
| 4 | Sideshow | 7.6% | 90.5K | 0.0% | Sideshow |
| 5 | Kotobukiya | 4.1% | 49.5K | -33.1% | Kotobukiya |
| 6 | McFarlane | 4.1% | 49.5K | 0.0% | McFarlane |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Funko | 673K | 55.2% | 1 |
| Oct 2025 | Hot Toys | 246K | 20.2% | 2 |
| Oct 2025 | NECA | 110K | 9% | 3 |
| Oct 2025 | Sideshow | 90.5K | 7.4% | 4 |
| Oct 2025 | Kotobukiya | 49.5K | 4.1% | 5 |
| Oct 2025 | McFarlane | 49.5K | 4.1% | 6 |
| Nov 2025 | Funko | 1M | 65.5% | 1 |
| Nov 2025 | Hot Toys | 246K | 16.1% | 2 |
| Nov 2025 | NECA | 110K | 7.2% | 3 |
| Nov 2025 | Sideshow | 90.5K | 5.9% | 4 |
| Nov 2025 | Kotobukiya | 40.5K | 2.7% | 5 |
| Nov 2025 | McFarlane | 40.5K | 2.7% | 6 |
| Dec 2025 | Funko | 1M | 65.1% | 1 |
| Dec 2025 | Hot Toys | 246K | 16% | 2 |
| Dec 2025 | NECA | 110K | 7.2% | 3 |
| Dec 2025 | Sideshow | 90.5K | 5.9% | 4 |
| Dec 2025 | McFarlane | 49.5K | 3.2% | 5 |
| Dec 2025 | Kotobukiya | 40.5K | 2.6% | 6 |
| Jan 2026 | Funko | 823K | 57.3% | 1 |
| Jan 2026 | Hot Toys | 301K | 21% | 2 |
| Jan 2026 | McFarlane | 90.5K | 6.3% | 3 |
| Jan 2026 | NECA | 90.5K | 6.3% | 4 |
| Jan 2026 | Sideshow | 90.5K | 6.3% | 5 |
| Jan 2026 | Kotobukiya | 40.5K | 2.8% | 6 |
| Feb 2026 | Funko | 550K | 54.7% | 1 |
| Feb 2026 | Hot Toys | 201K | 20% | 2 |
| Feb 2026 | NECA | 90.5K | 9% | 3 |
| Feb 2026 | Sideshow | 74K | 7.4% | 4 |
| Feb 2026 | McFarlane | 49.5K | 4.9% | 5 |
| Feb 2026 | Kotobukiya | 40.5K | 4% | 6 |
| Mar 2026 | Funko | 550K | 51.8% | 1 |
| Mar 2026 | Hot Toys | 201K | 18.9% | 2 |
| Mar 2026 | NECA | 110K | 10.4% | 3 |
| Mar 2026 | Sideshow | 90.5K | 8.5% | 4 |
| Mar 2026 | McFarlane | 60.5K | 5.7% | 5 |
| Mar 2026 | Kotobukiya | 49.5K | 4.7% | 6 |
| Apr 2026 | Funko | 450K | 46% | 1 |
| Apr 2026 | Hot Toys | 246K | 25.2% | 2 |
| Apr 2026 | NECA | 90.5K | 9.3% | 3 |
| Apr 2026 | Sideshow | 90.5K | 9.3% | 4 |
| Apr 2026 | McFarlane | 60.5K | 6.2% | 5 |
| Apr 2026 | Kotobukiya | 40.5K | 4.1% | 6 |
| May 2026 | Funko | 550K | 50.6% | 1 |
| May 2026 | Hot Toys | 246K | 22.6% | 2 |
| May 2026 | NECA | 90.5K | 8.3% | 3 |
| May 2026 | Sideshow | 90.5K | 8.3% | 4 |
| May 2026 | McFarlane | 60.5K | 5.6% | 5 |
| May 2026 | Kotobukiya | 49.5K | 4.6% | 6 |
| Jun 2026 | Funko | 450K | 49.7% | 1 |
| Jun 2026 | Hot Toys | 201K | 22.2% | 2 |
| Jun 2026 | NECA | 90.5K | 10% | 3 |
| Jun 2026 | Sideshow | 74K | 8.2% | 4 |
| Jun 2026 | Kotobukiya | 49.5K | 5.5% | 5 |
| Jun 2026 | McFarlane | 40.5K | 4.5% | 6 |
| Jul 2026 | Funko | 450K | 44.1% | 1 |
| Jul 2026 | Hot Toys | 246K | 24.1% | 2 |
| Jul 2026 | NECA | 110K | 10.8% | 3 |
| Jul 2026 | Sideshow | 90.5K | 8.9% | 4 |
| Jul 2026 | Kotobukiya | 74K | 7.3% | 5 |
| Jul 2026 | McFarlane | 49.5K | 4.9% | 6 |
| Aug 2026 | Funko | 550K | 45.9% | 1 |
| Aug 2026 | Hot Toys | 368K | 30.7% | 2 |
| Aug 2026 | NECA | 90.5K | 7.6% | 3 |
| Aug 2026 | Sideshow | 90.5K | 7.6% | 4 |
| Aug 2026 | Kotobukiya | 49.5K | 4.1% | 5 |
| Aug 2026 | McFarlane | 49.5K | 4.1% | 6 |
| Sep 2026 | Funko | — | — | — |
| Sep 2026 | Hot Toys | — | — | — |
| Sep 2026 | Kotobukiya | — | — | — |
| Sep 2026 | McFarlane | — | — | — |
| Sep 2026 | NECA | — | — | — |
| Sep 2026 | Sideshow | — | — | — |

## What is being compared

- **Funko**: Measured on the search term “funko”.
- **Hot Toys**: Measured on the search term “hot toys”.
- **Kotobukiya**: Measured on the search term “kotobukiya”.
- **McFarlane**: Measured on the search term “mcfarlane”.
- **NECA**: Measured on the search term “neca”.
- **Sideshow**: Measured on the search term “sideshow”.

- [Funko](/demand/global-en/brands/funko)
- [Hot Toys](/demand/global-en/brands/hot-toys)
- [Kotobukiya](/demand/global-en/brands/kotobukiya)
- [McFarlane](/demand/global-en/brands/mcfarlane)
- [NECA](/demand/global-en/brands/neca)
- [Sideshow](/demand/global-en/brands/sideshow)

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

## Cite this page

Brandwave. "Collectible figure brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/collectible-figure-brands

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