Airfix vs Tamiya:Which is more popular?
In October 2026, Tamiya had more branded searches than Airfix among model kit manufacturers worldwide. Tamiya had about 165,000 branded searches, while Airfix had 40,500. Tamiya made up 46.4% of all model kit manufacturer searches we track, and Airfix accounted for 11.4%. When we asked ChatGPT and Google AI Overviews about model kit manufacturers, Tamiya appeared in all four answers and Airfix in three. Tamiya was mentioned before Airfix in every answer.
Who do people search for more?
Tamiya, about 4 searches for every 1 for Airfix
Who does AI mention more?
Tamiya, mentioned in every answer we collected
Who does AI recommend more?
Tamiya, named ahead of Airfix in every answer
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Top model kit manufacturers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Tamiya appeared in all four answers. Airfix was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Tamiya was listed before Airfix in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tamiya4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Revell4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Airfix3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Eduard3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Bandai3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hasegawa1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Italeri1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Trumpeter1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about model kit manufacturers
4 answers
Asked ChatGPT
“Which model kit manufacturer should I buy?”
Asked ChatGPT
“What are the best model kit manufacturer brands?”
Asked ChatGPT
“What's the best model kit manufacturer for a hobbyist?”
Searched Google, AI Overview
“scale model kits”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“hobby model kits”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Share of searches by month for Tamiya, Airfix. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tamiya | Revell | Hasegawa | Airfix | Italeri | Eduard | Trumpeter | Bandai |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 44.9% | 20.2% | 9.1% | 16.5% | 6.1% | 1.4% | 0.82% | 0.98% |
| Dec 2025 | 45.5% | 20.5% | 9.2% | 13.7% | 7.5% | 1.4% | 1% | 1.2% |
| Jan 2026 | 45.7% | 16.8% | 9.2% | 16.8% | 7.5% | 1.7% | 1.1% | 1.2% |
| Feb 2026 | 47.4% | 17.4% | 9.5% | 14.2% | 7.8% | 1.5% | 1.3% | 1% |
| Mar 2026 | 47.1% | 17.3% | 9.5% | 14.1% | 7.7% | 1.7% | 1.3% | 1.3% |
| Apr 2026 | 49.5% | 14.9% | 9.9% | 14.9% | 6.7% | 1.5% | 1.3% | 1.3% |
| May 2026 | 50% | 15% | 10% | 12.3% | 8.2% | 1.9% | 1.4% | 1.3% |
| Jun 2026 | 53.3% | 13.1% | 8.8% | 13.1% | 7.2% | 2% | 1.4% | 1.2% |
| Jul 2026 | 52.1% | 15.6% | 8.6% | 12.8% | 7% | 1.6% | 1.2% | 1.1% |
| Aug 2026 | 50.7% | 15.2% | 10.2% | 12.4% | 6.8% | 1.9% | 1.4% | 1.4% |
| Sep 2026 | 50.8% | 15.3% | 10.2% | 12.5% | 6.8% | 1.9% | 1.4% | 1.1% |
| Oct 2026 | 46.4% | 17% | 13.9% | 11.4% | 7.6% | 1.4% | 1.3% | 1% |
How has branded search for Airfix and Tamiya changed worldwide over the last 12 months?
3 findings
- Tamiya was ahead of Airfix in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Airfix’s share of searches among model kit manufacturers worldwide moved from 16.5% to 11.4%, and its estimated monthly branded searches moved from 74K to 40.5K.
- Across the 12 months ending October 2026, Tamiya’s share of searches among model kit manufacturers worldwide moved from 44.9% to 46.4%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for model kit manufacturers worldwide in October 2026?
3 changes
In October 2026, Hasegawa overtook Airfix to rank 3rd among model kit manufacturers worldwide, with 13.9% of the searches.
In October 2026, Tamiya lost share of searches among model kit manufacturers worldwide, from 50.8% to 46.4%.
In October 2026, Airfix lost share of searches among model kit manufacturers worldwide, from 12.5% to 11.4%.
How are Airfix’s and Tamiya’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Airfix’s and Tamiya’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.
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