Hape vs Melissa & Doug:Which is searched more?
In September 2026, Melissa & Doug had more branded searches than Hape among play kitchen brands worldwide. Melissa & Doug was estimated to have 135K branded searches compared to Hape’s 40.5K, and held a 22.4% Share of Search versus Hape’s 6.7%. These are worldwide searches for English-language branded terms.
Follow Hape vs Melissa & Doug and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Hape or Melissa & Doug?
Compare the play kitchen 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 Melissa & Doug, Hape. The figures are in the table below the chart.
View monthly share of search table
| Month | Fisher-Price | Little Tikes | Melissa & Doug | Hape | KidKraft |
|---|---|---|---|---|---|
| Oct 2025 | 46.4% | 20.8% | 20.9% | 7.6% | 4.2% |
| Nov 2025 | 46.7% | 17.1% | 25.6% | 6.3% | 4.2% |
| Dec 2025 | 49% | 18% | 22% | 6.6% | 4.4% |
| Jan 2026 | 50.8% | 18.5% | 18.6% | 8.3% | 3.7% |
| Feb 2026 | 43.7% | 23.9% | 19.7% | 8.8% | 3.9% |
| Mar 2026 | 42.9% | 23.5% | 19.2% | 8.6% | 5.8% |
| Apr 2026 | 44.4% | 24.3% | 16.4% | 8.9% | 6% |
| May 2026 | 42.5% | 28.5% | 15.7% | 8.6% | 4.7% |
| Jun 2026 | 41.1% | 27.6% | 18.6% | 8.3% | 4.5% |
| Jul 2026 | 44.4% | 24.4% | 19.9% | 7.3% | 4% |
| Aug 2026 | 42.8% | 23.5% | 23.5% | 7% | 3.1% |
| Sep 2026 | 40.7% | 27.3% | 22.4% | 6.7% | 3% |
How has the Hape and Melissa & Doug comparison changed over the last 12 months?
3 findings
- Melissa & Doug was ahead of Hape in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hape’s estimated Share of Search among play kitchen brands worldwide moved from 7.6% to 6.7%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- Across the 12 months ending September 2026, Melissa & Doug’s estimated Share of Search among play kitchen brands worldwide moved from 20.9% to 22.4%, and its estimated monthly branded searches held steady at 135K.
How did search popularity change for play kitchen brands worldwide in September 2026?
3 changes
In September 2026, Little Tikes overtook Melissa & Doug to rank 2nd among play kitchen brands worldwide, with 27.3% estimated Share of Search.
In September 2026, Melissa & Doug lost estimated Share of Search among play kitchen brands worldwide, from 23.5% to 22.4%.
Hape’s estimated Share of Search among play kitchen brands worldwide has lost ground for 3 months in a row, from 8.3% to 6.7% in September 2026.
Other head-to-heads among play kitchen brands
Fisher-Price vs Little Tikes: compare search popularity- Fisher-Price vs Melissa & Doug: compare search popularity
- Fisher-Price vs Hape: compare search popularity
Fisher-Price vs KidKraft: compare search popularity- Little Tikes vs Melissa & Doug: compare search popularity
- Little Tikes vs Hape: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using Hape’s and Melissa & Doug’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.
Hape
1 branded search term
- hape
Melissa & Doug
2 branded search terms
- melissa doug
- melissadoug toys
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.