--- title: "Toy brands: Which brands are most popular in search?" description: "Compare the toy brands shoppers choose between. Share of Search among LEGO, Barbie, Playmobil, Hasbro, Spin Master and Melissa & Doug, the toy brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/toy-brands" publisher: "Brandwave" --- # Toy brands: Which brands are most popular in search? Compare the toy brands shoppers choose between. Share of Search among LEGO, Barbie, Playmobil, Hasbro, Spin Master and Melissa & Doug, the toy brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Toy brands - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: LEGO, 79.3% ## 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. - 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. ## Compare search popularity between leading brands - [LEGO vs Barbie: compare search popularity](/demand/global-en/compare/barbie-vs-lego): 79.3% against 13.1% Share of Search. - [LEGO vs Playmobil: compare search popularity](/demand/global-en/compare/lego-vs-playmobil): 79.3% against 5.9% Share of Search. - [Barbie vs Playmobil: compare search popularity](/demand/global-en/compare/barbie-vs-playmobil): 13.1% against 5.9% Share of Search. ## How did search popularity change for toy brands worldwide in August 2026? - In August 2026, Playmobil gained estimated Share of Search among toy brands worldwide, from 4.8% to 5.9%. - In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%. - Estimated monthly branded searches for Melissa & Doug worldwide fell 18.8% over 11 measured months, from 480 to 390 in August 2026. - Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026. - Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | LEGO | 79.3% | 11.1M | 0.0% | LEGO | | 2 | Barbie | 13.1% | 1.8M | 0.0% | Mattel | | 3 | Playmobil | 5.9% | 823K | +22.3% | Playmobil | | 4 | Hasbro | 1.4% | 201K | -18.3% | Hasbro | | 5 | Spin Master | 0.35% | 49.5K | 0.0% | Spin Master | | 6 | Melissa & Doug | <0.01% | 390 | 0.0% | Melissa & Doug | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | LEGO | 11.1M | 76% | 1 | | Oct 2025 | Barbie | 2.2M | 15.3% | 2 | | Oct 2025 | Playmobil | 1M | 6.8% | 3 | | Oct 2025 | Hasbro | 201K | 1.4% | 4 | | Oct 2025 | Spin Master | 60.5K | 0.41% | 5 | | Oct 2025 | Melissa & Doug | 480 | <0.01% | 6 | | Nov 2025 | LEGO | 16.6M | 80.6% | 1 | | Nov 2025 | Barbie | 2.2M | 10.9% | 2 | | Nov 2025 | Playmobil | 1.5M | 7.3% | 3 | | Nov 2025 | Hasbro | 201K | 0.98% | 4 | | Nov 2025 | Spin Master | 60.5K | 0.29% | 5 | | Nov 2025 | Melissa & Doug | 720 | <0.01% | 6 | | Dec 2025 | LEGO | 20.4M | 81.9% | 1 | | Dec 2025 | Barbie | 2.7M | 11% | 2 | | Dec 2025 | Playmobil | 1.5M | 6% | 3 | | Dec 2025 | Hasbro | 201K | 0.81% | 4 | | Dec 2025 | Spin Master | 74K | 0.3% | 5 | | Dec 2025 | Melissa & Doug | 720 | <0.01% | 6 | | Jan 2026 | LEGO | 16.6M | 83.3% | 1 | | Jan 2026 | Barbie | 2.2M | 11.2% | 2 | | Jan 2026 | Playmobil | 823K | 4.1% | 3 | | Jan 2026 | Hasbro | 201K | 1% | 4 | | Jan 2026 | Spin Master | 60.5K | 0.3% | 5 | | Jan 2026 | Melissa & Doug | 390 | <0.01% | 6 | | Feb 2026 | LEGO | 11.1M | 79.3% | 1 | | Feb 2026 | Barbie | 1.8M | 13.1% | 2 | | Feb 2026 | Playmobil | 823K | 5.9% | 3 | | Feb 2026 | Hasbro | 201K | 1.4% | 4 | | Feb 2026 | Spin Master | 49.5K | 0.35% | 5 | | Feb 2026 | Melissa & Doug | 320 | <0.01% | 6 | | Mar 2026 | LEGO | 11.1M | 77% | 1 | | Mar 2026 | Barbie | 2.2M | 15.5% | 2 | | Mar 2026 | Playmobil | 823K | 5.7% | 3 | | Mar 2026 | Hasbro | 201K | 1.4% | 4 | | Mar 2026 | Spin Master | 49.5K | 0.34% | 5 | | Mar 2026 | Melissa & Doug | 320 | <0.01% | 6 | | Apr 2026 | LEGO | 11.1M | 77% | 1 | | Apr 2026 | Barbie | 2.2M | 15.5% | 2 | | Apr 2026 | Playmobil | 823K | 5.7% | 3 | | Apr 2026 | Hasbro | 201K | 1.4% | 4 | | Apr 2026 | Spin Master | 49.5K | 0.34% | 5 | | Apr 2026 | Melissa & Doug | 390 | <0.01% | 6 | | May 2026 | LEGO | 11.1M | 80% | 1 | | May 2026 | Barbie | 1.8M | 13.2% | 2 | | May 2026 | Playmobil | 673K | 4.8% | 3 | | May 2026 | Hasbro | 201K | 1.4% | 4 | | May 2026 | Spin Master | 74K | 0.53% | 5 | | May 2026 | Melissa & Doug | 320 | <0.01% | 6 | | Jun 2026 | LEGO | 11.1M | 80.2% | 1 | | Jun 2026 | Barbie | 1.8M | 13.2% | 2 | | Jun 2026 | Playmobil | 673K | 4.9% | 3 | | Jun 2026 | Hasbro | 201K | 1.5% | 4 | | Jun 2026 | Spin Master | 40.5K | 0.29% | 5 | | Jun 2026 | Melissa & Doug | 320 | <0.01% | 6 | | Jul 2026 | LEGO | 11.1M | 79.9% | 1 | | Jul 2026 | Barbie | 1.8M | 13.2% | 2 | | Jul 2026 | Playmobil | 673K | 4.8% | 3 | | Jul 2026 | Hasbro | 246K | 1.8% | 4 | | Jul 2026 | Spin Master | 49.5K | 0.36% | 5 | | Jul 2026 | Melissa & Doug | 390 | <0.01% | 6 | | Aug 2026 | LEGO | 11.1M | 79.3% | 1 | | Aug 2026 | Barbie | 1.8M | 13.1% | 2 | | Aug 2026 | Playmobil | 823K | 5.9% | 3 | | Aug 2026 | Hasbro | 201K | 1.4% | 4 | | Aug 2026 | Spin Master | 49.5K | 0.35% | 5 | | Aug 2026 | Melissa & Doug | 390 | <0.01% | 6 | | Sep 2026 | Barbie | — | — | — | | Sep 2026 | Hasbro | — | — | — | | Sep 2026 | LEGO | — | — | — | | Sep 2026 | Melissa & Doug | — | — | — | | Sep 2026 | Playmobil | — | — | — | | Sep 2026 | Spin Master | — | — | — | ## What is being compared - **Barbie**: Measured on the search term “barbie”. - **Hasbro**: Measured on the search term “hasbro”. - **LEGO**: Measured on the search term “lego”. - **Melissa & Doug**: Measured on the search term “melissadoug toys”. - **Playmobil**: Measured on the search term “playmobil”. - **Spin Master**: Measured on the search term “spin master”. - [Barbie](/demand/global-en/brands/barbie) - [Hasbro](/demand/global-en/brands/hasbro) - [LEGO](/demand/global-en/brands/lego) - [Melissa & Doug](/demand/global-en/brands/melissa-and-doug) - [Playmobil](/demand/global-en/brands/playmobil) - [Spin Master](/demand/global-en/brands/spin-master) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Toy brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/toy-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/toy-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.