Brandwave

Fisher-Price vs Schleich:Which is more popular?

In September 2026, Fisher-Price and Schleich were level in searches among farm animals brands worldwide, with an estimated 246K branded searches each, at 16.8% of the total each. When we asked ChatGPT and Google AI Overviews about farm animals brands, Schleich appeared in all five answers and Fisher-Price in one. Schleich was mentioned before Fisher-Price in every answer.

Among farm animals brands worldwide in September 2026

Who do people search for more?

Fisher-Price and Schleich are searched for about as often as each other.

Fisher-Price 246K searchesSchleich 246K searches

Who does AI mention more?

Schleich, mentioned in every answer we collected

Schleich in 5 of 5Fisher-Price in 1 of 5

Who does AI recommend more?

Schleich, named ahead of Fisher-Price in every answer

Schleich first in 4Fisher-Price never first

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Top farm animals brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Schleich appeared in all five answers. Fisher-Price was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Schleich was listed before Fisher-Price in every answer.

Most recommended by AI

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

  1. Schleich1st
  2. Safari Ltd2nd
  3. Melissa & Doug3rd
  4. Playmobil–
  5. Fisher-Price–

Mentioned by AI

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

  • Schleich5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Safari Ltd3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fisher-Price1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Melissa & Doug1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Playmobil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about farm animals brands

5 answers

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 20, 2026.

Is Fisher-Price or Schleich more popular in search?

This chart shows how often people search Google for Fisher-Price and Schleich by name. Each line represents a brand's share of searches for all five farm animals brands we track, month by month, from English-language searches worldwide.

Fisher-Price and Schleich among farm animals brands worldwide, by month

Share of searches by month for Fisher-Price, Schleich. The figures are in the table below the chart.

View monthly share of searches table
MonthPlaymobilFisher-PriceSchleichMelissa & DougSafari Ltd
Oct 202555.1%16.6%20.3%7.5%0.55%
Nov 202554.4%16.3%19.9%8.9%0.44%
Dec 202557.4%17.2%17.2%7.7%0.46%
Jan 202655.2%20.2%16.5%7.4%0.66%
Feb 202660%14.7%17.9%6.6%0.72%
Mar 202657.3%17.1%17.1%7.7%0.69%
Apr 202658.1%17.4%17.4%6.4%0.7%
May 202655.1%20.2%16.5%7.4%0.81%
Jun 202657.2%17.1%17.1%7.7%0.84%
Jul 202652.4%19.1%19.1%8.6%0.77%
Aug 202656.3%16.8%16.8%9.3%0.83%
Sep 202656.4%16.8%16.8%9.3%0.68%

How has the Fisher-Price and Schleich comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Fisher-Price took it in January 2026, Schleich took it in February 2026, Fisher-Price took it in May 2026.
  • Across the 12 months ending September 2026, Fisher-Price’s share of searches among farm animals brands worldwide moved from 16.6% to 16.8%, and its estimated monthly branded searches moved from 301K to 246K.
  • Across the 12 months ending September 2026, Schleich’s share of searches among farm animals brands worldwide moved from 20.3% to 16.8%, and its estimated monthly branded searches moved from 368K to 246K.

How did search popularity change for farm animals brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Schleich worldwide fell 33.2% over 12 measured months, from 368K to 246K in September 2026.

  2. Estimated monthly branded searches for Fisher-Price worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Fisher-Price’s and Schleich’s 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.

Fisher-Price

1 branded search term

  • fisher price

Schleich

1 branded search term

  • schleich

How the Brand Demand Index is measured

Other head-to-heads among farm animals brands

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