Brandwave

Toy brands:Which brands are most popular in search?

In August 2026, LEGO was the most searched among toy brands worldwide, with an estimated 11.1M branded searches and 79.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. LEGO79.3%
  2. Barbie13.1%
  3. Playmobil5.9%
  4. Hasbro1.4%
  5. Spin Master0.35%
  6. Melissa & Doug<0.01%

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Share of SearchLeaderboard

Compare the toy brands shoppers choose between. 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 among toy brands worldwide, by month

Share of Search by month for LEGO, Barbie, Playmobil. The figures are in the table below the chart.

View monthly share of search table
MonthLEGOBarbiePlaymobilHasbroSpin MasterMelissa & Doug
Oct 202576%15.3%6.8%1.4%0.41%<0.01%
Nov 202580.6%10.9%7.3%0.98%0.29%<0.01%
Dec 202581.9%11%6%0.81%0.3%<0.01%
Jan 202683.3%11.2%4.1%1%0.3%<0.01%
Feb 202679.3%13.1%5.9%1.4%0.35%<0.01%
Mar 202677%15.5%5.7%1.4%0.34%<0.01%
Apr 202677%15.5%5.7%1.4%0.34%<0.01%
May 202680%13.2%4.8%1.4%0.53%<0.01%
Jun 202680.2%13.2%4.9%1.5%0.29%<0.01%
Jul 202679.9%13.2%4.8%1.8%0.36%<0.01%
Aug 202679.3%13.1%5.9%1.4%0.35%<0.01%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.LEGO

    79.3%

    Held 1st. 11.1M estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Barbie

    13.1%

    Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Playmobil

    5.9%

    Held 3rd. 823K estimated branded searches, +22.3% vs prior month. Share +1 points.

  4. 4.Hasbro

    1.4%

    Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  5. 5.Spin Master

    0.35%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Melissa & Doug

    <0.01%

    Held 6th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among toy brands worldwide?

In August 2026, LEGO was the most searched among toy brands worldwide, with an estimated 11.1M branded searches and 79.3% estimated Share of Search within this set. Barbie is in 2nd place, 66.2 percentage points behind at 13.1% Share of Search.

Global toy brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
LEGO76% → 79.3%83.3%Jan 202676%Oct 20251st
Barbie15.3% → 13.1%15.5%Mar 202610.9%Nov 20252nd
Playmobil6.8% → 5.9%7.3%Nov 20254.1%Jan 20263rd
Hasbro1.4%1.8%Jul 20260.81%Dec 20254th
Spin Master0.41% → 0.35%0.53%May 20260.29%Jun 20265th
Melissa & Doug<0.01%<0.01%Nov 2025<0.01%Jan 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands worldwide increased from 76% to 79.3%.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands worldwide decreased from 15.3% to 13.1%.
  • Across the 11 months ending August 2026, Playmobil’s estimated Share of Search among toy brands worldwide decreased from 6.8% to 5.9%.
  • Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands worldwide peaked at 83.3% in January 2026 and was lowest at 76% in October 2025.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands worldwide peaked at 15.5% in March 2026 and was lowest at 10.9% in November 2025.
  • Across the 11 months ending August 2026, Playmobil’s estimated Share of Search among toy brands worldwide peaked at 7.3% in November 2025 and was lowest at 4.1% in January 2026.
  • Across the 11 months ending August 2026, Hasbro, Spin Master and Melissa & Doug held steady: their estimated Share of Search among toy brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for toy brands worldwide in August 2026?

  1. In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.9%.

  2. In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%.

  3. Estimated monthly branded searches for Melissa & Doug worldwide fell 18.8% over 11 measured months, from 480 to 390 in August 2026.

  4. Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026.

  5. Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

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