Model kit brands:Which brands are most popular in search?
In August 2026, Tamiya was the most searched among model kit brands worldwide, with an estimated 165K branded searches and 53.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
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Share of SearchLeaderboard
Compare the model kit 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 by month for Tamiya, Revell, Airfix, Hasegawa, Italeri. The figures are in the table below the chart.
View monthly share of search table
| Month | Tamiya | Revell | Airfix | Hasegawa | Italeri |
|---|---|---|---|---|---|
| Oct 2025 | 53.1% | 16% | 13.1% | 10.7% | 7.2% |
| Nov 2025 | 46.4% | 20.9% | 17.1% | 9.4% | 6.3% |
| Dec 2025 | 47.2% | 21.3% | 14.2% | 9.5% | 7.8% |
| Jan 2026 | 47.6% | 17.5% | 17.5% | 9.6% | 7.8% |
| Feb 2026 | 49.2% | 18% | 14.8% | 9.9% | 8.1% |
| Mar 2026 | 49.2% | 18% | 14.8% | 9.9% | 8.1% |
| Apr 2026 | 51.7% | 15.5% | 15.5% | 10.4% | 7% |
| May 2026 | 52.3% | 15.7% | 12.8% | 10.5% | 8.6% |
| Jun 2026 | 55.9% | 13.7% | 13.7% | 9.2% | 7.5% |
| Jul 2026 | 54.2% | 16.3% | 13.3% | 8.9% | 7.3% |
| Aug 2026 | 53.2% | 16% | 13.1% | 10.7% | 7.2% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.2% | 165K | 0% | -1 points | |
| 2, held 2nd | 16% | 49.5K | 0% | -0.3 points | |
| 3, held 3rd | 13.1% | 40.5K | 0% | -0.3 points | |
| 4, held 4th | 10.7% | 33.1K | +22.1% | +1.8 points | |
| 5, held 5th | 7.2% | 22.2K | 0% | -0.1 points |
1.
Tamiya53.2%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share -1 points.
2.
Revell16%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
3.
Airfix13.1%
Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
4.Hasegawa
10.7%
Held 4th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.8 points.
5.Italeri
7.2%
Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare search popularity between leading brands
- Tamiya vs Revell: compare search popularity
- Tamiya vs Airfix: compare search popularity
- Tamiya vs Hasegawa: compare search popularity
- Tamiya vs Italeri: compare search popularity
- Revell vs Airfix: compare search popularity
- Revell vs Hasegawa: compare search popularity
- Revell vs Italeri: compare search popularity
- Airfix vs Hasegawa: compare search popularity
- Airfix vs Italeri: compare search popularity
- Hasegawa vs Italeri: compare search popularity
- Compare any of these brands
Which brand is most popular in search among model kit brands worldwide?
5 brands
In August 2026, Tamiya was the most searched among model kit brands worldwide, with an estimated 165K branded searches and 53.2% estimated Share of Search within this set. Revell is in 2nd place, 37.2 percentage points behind at 16% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Tamiya | 53.1% → 53.2% | 55.9%Jun 2026 | 46.4%Nov 2025 | 1st |
| Revell | 16% | 21.3%Dec 2025 | 13.7%Jun 2026 | 2nd |
| Airfix | 13.1% | 17.5%Jan 2026 | 12.8%May 2026 | 3rd |
| Hasegawa | 10.7% | 10.7%Oct 2025 | 8.9%Jul 2026 | 4th |
| Italeri | 7.2% | 8.6%May 2026 | 6.3%Nov 2025 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Tamiya’s estimated Share of Search among model kit brands worldwide peaked at 55.9% in June 2026 and was lowest at 46.4% in November 2025.
- Across the 11 months ending August 2026, Revell’s estimated Share of Search among model kit brands worldwide peaked at 21.3% in December 2025 and was lowest at 13.7% in June 2026.
- Across the 11 months ending August 2026, Airfix’s estimated Share of Search among model kit brands worldwide peaked at 17.5% in January 2026 and was lowest at 12.8% in May 2026.
- Across the 11 months ending August 2026, Hasegawa’s estimated Share of Search among model kit brands worldwide peaked at 10.7% in October 2025 and was lowest at 8.9% in July 2026.
- Across the 11 months ending August 2026, Italeri’s estimated Share of Search among model kit brands worldwide peaked at 8.6% in May 2026 and was lowest at 6.3% in November 2025.
- Across the 11 months ending August 2026, Tamiya, Revell, Airfix, Hasegawa and Italeri held steady: their estimated Share of Search among model kit brands worldwide each moved less than 0.5 percentage points.
How did search popularity change for model kit brands worldwide in August 2026?
5 changes
In August 2026, Hasegawa gained estimated Share of Search among model kit brands worldwide, from 8.9% to 10.7%.
In August 2026, Tamiya lost estimated Share of Search among model kit brands worldwide, from 54.2% to 53.2%.
Italeri’s estimated Share of Search among model kit brands worldwide has lost ground for 3 months in a row, from 8.6% to 7.2% in August 2026.
Estimated monthly branded searches for Airfix worldwide fell 18.2% over 11 measured months, from 49.5K to 40.5K in August 2026.
Estimated monthly branded searches for Revell worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.
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