--- title: "Funko vs Hot Toys: Which is searched more?" description: "Is Funko or Hot Toys more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Collectible figure brands set worldwide. 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/compare/funko-vs-hot-toys" publisher: "Brandwave" --- # Funko vs Hot Toys: Which is searched more? Is Funko or Hot Toys more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Collectible figure brands set worldwide. 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 - **Compared**: Funko and Hot Toys - **Competitive set**: Collectible figure brands - **Market**: Global - **Month measured**: Sep 2026 - **Funko Share of Search**: 44.2% - **Hot Toys Share of Search**: 24.2% ## Is Funko or Hot Toys more popular in search? - In September 2026, Funko had more branded searches than Hot Toys among collectible figure brands worldwide. Funko had about 550,000 branded searches, while Hot Toys had 301,000. Funko made up 44.2% of all collectible figure brand searches we track, and Hot Toys accounted for 24.2%. - Funko was ahead of Hot Toys in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Funko’s share of searches among collectible figure brands worldwide moved from 52.1% to 44.2%, and its estimated monthly branded searches moved from 673K to 550K. - Across the 12 months ending September 2026, Hot Toys’ share of searches among collectible figure brands worldwide moved from 19% to 24.2%, and its estimated monthly branded searches moved from 246K to 301K. ## Top collectible figure brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Funko was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Hot Toys was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hot Toys was listed before Funko in two out of three answers. 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 | | --- | --- | --- | --- | --- | | Good Smile Company | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Hot Toys | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Funko | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | NECA | 4th | 1 of 3 | 0 of 1 | 1 of 4 | | McFarlane | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Kotobukiya | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | Sideshow | Not ranked | 0 of 3 | 1 of 1 | 1 of 4 | ## Every AI answer about collectible figure brands - Asked ChatGPT "Which collectible figure brand should I buy?": 1. Funko, 2. Good Smile Company - Asked ChatGPT "What are the best collectible figure brands?": 1. Hot Toys, 2. NECA, 3. McFarlane, 4. Good Smile Company, 5. Funko - Asked ChatGPT "What's the best collectible figure brand for display shelves?": 1. Good Smile Company, 2. Hot Toys, 3. Kotobukiya, 4. Funko - Searched Google, AI Overview "display figures": 1. Sideshow Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for collectible figure brands worldwide in September 2026? - In September 2026, Funko gained share of searches among collectible figure brands worldwide, from 42% to 44.2%. - In September 2026, Hot Toys lost share of searches among collectible figure brands worldwide, from 28.1% to 24.2%. ## Month by month | Month | Funko estimated searches | Funko Share of Search | Funko rank | Hot Toys estimated searches | Hot Toys Share of Search | Hot Toys rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 673K | 52.1% | 1 | 246K | 19% | 2 | | Nov 2025 | 1M | 61.8% | 1 | 246K | 15.2% | 2 | | Dec 2025 | 1M | 62.1% | 1 | 246K | 15.3% | 2 | | Jan 2026 | 823K | 54.5% | 1 | 301K | 19.9% | 2 | | Feb 2026 | 550K | 50.9% | 1 | 201K | 18.6% | 2 | | Mar 2026 | 550K | 47.7% | 1 | 201K | 17.4% | 2 | | Apr 2026 | 450K | 42.1% | 1 | 246K | 23% | 2 | | May 2026 | 550K | 46.7% | 1 | 246K | 20.9% | 2 | | Jun 2026 | 450K | 45.2% | 1 | 201K | 20.2% | 2 | | Jul 2026 | 450K | 40.5% | 1 | 246K | 22.2% | 2 | | Aug 2026 | 550K | 42% | 1 | 368K | 28.1% | 2 | | Sep 2026 | 550K | 44.2% | 1 | 301K | 24.2% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Funko’s and Hot Toys’ 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. - **Funko**: Measured on the search term “funko”. - **Hot Toys**: Measured on the search term “hot toys”. - [Funko profile](/demand/global-en/brands/funko) - [Hot Toys profile](/demand/global-en/brands/hot-toys) - [All collectible figure brands worldwide](/demand/global-en/categories/collectible-figure-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is Funko or Hot Toys more popular in search? In September 2026, Funko had more branded searches than Hot Toys among collectible figure brands worldwide. Funko had about 550,000 branded searches, while Hot Toys had 301,000. Funko made up 44.2% of all collectible figure brand searches we track, and Hot Toys accounted for 24.2%. ## Cite this page Brandwave. "Funko vs Hot Toys: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/collectible-figure-brands/compare/funko-vs-hot-toys This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/collectible-figure-brands/compare/funko-vs-hot-toys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.