Brandwave

MAGNA-TILES vs Playmobil:Which is more popular?

In October 2026, Playmobil had more branded searches than MAGNA-TILES among toy brands worldwide. Playmobil had about 1 million branded searches, while MAGNA-TILES had 368,000. Playmobil made up 6.6% of all toy brand searches we track, and MAGNA-TILES accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about toy brands, MAGNA-TILES and Playmobil each appeared in two of the four answers. Playmobil was mentioned before MAGNA-TILES in two out of three answers that named either.

Among toy brands worldwide in October 2026

Who do people search for more?

Playmobil, about 3 searches for every 1 for MAGNA-TILES

Playmobil 1M searchesMAGNA-TILES 368K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

MAGNA-TILES in 2 of 4Playmobil in 2 of 4

Who does AI recommend more?

Playmobil, named ahead of MAGNA-TILES in 2 of 3 answers

Playmobil first in 2MAGNA-TILES first in 1

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, MAGNA-TILES was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Playmobil was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Playmobil was listed before MAGNA-TILES in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Melissa & Doug1st
  2. LEGO2nd
  3. Fisher-Price3rd
  4. Playmobil4th
  5. MAGNA-TILES5th
  6. Learning Resources6th
  7. Hape7th
  8. Barbie8th
  9. Hasbro9th
  10. VTech–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Melissa & Doug4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • LEGO3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fisher-Price3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Playmobil2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAGNA-TILES2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hape2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Learning Resources2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Barbie1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hasbro1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • VTech0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about toy brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is MAGNA-TILES or Playmobil more popular in search?

This chart shows how often people search Google for MAGNA-TILES and Playmobil by name. Each line represents a brand's share of searches for all 12 toy brands we track, month by month, from English-language searches worldwide.

MAGNA-TILES and Playmobil among toy brands worldwide, by month

Share of searches by month for Playmobil, MAGNA-TILES. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbiePlaymobilMAGNA-TILESFisher-PriceVTechHasbroHapeSpin MasterGreen ToysLearning ResourcesMelissa & Doug
Nov 202575.3%10.2%6.8%2.5%2%1.6%0.91%0.27%0.27%0.07%0.08%0.05%
Dec 202577.4%10.4%5.7%2.1%1.7%1.3%0.76%0.23%0.28%0.06%0.05%0.04%
Jan 202679.9%10.8%4%1.2%1.4%1.1%0.97%0.24%0.29%0.05%0.03%0.03%
Feb 202675.5%12.4%5.6%1.7%1.4%1.3%1.4%0.28%0.34%0.07%0.08%0.04%
Mar 202673.2%14.8%5.4%1.6%1.6%1.2%1.3%0.33%0.33%0.08%0.04%0.04%
Apr 202673.4%14.8%5.4%1.3%1.6%1.2%1.3%0.33%0.33%0.07%0.04%0.04%
May 202676.3%12.6%4.6%1.1%1.7%1.3%1.4%0.34%0.51%0.07%0.04%0.04%
Jun 202676.9%12.7%4.7%1.1%1.4%1.2%1.4%0.28%0.28%0.07%0.04%0.03%
Jul 202676%12.5%4.6%1.4%1.7%1.4%1.7%0.28%0.34%0.08%0.05%0.04%
Aug 202675.2%12.4%5.6%1.7%1.7%1.3%1.4%0.27%0.34%0.08%0.04%0.04%
Sep 202675.2%12.4%5.6%1.7%1.7%1.3%1.4%0.27%0.34%0.08%0.05%0.04%
Oct 202673.5%12.1%6.6%2.4%1.6%1.5%1.3%0.33%0.33%0.08%0.05%0.05%

How has branded search for MAGNA-TILES and Playmobil changed worldwide over the last 12 months?

3 findings
  • Playmobil was ahead of MAGNA-TILES in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, MAGNA-TILES’s share of searches among toy brands worldwide moved from 2.5% to 2.4%, and its estimated monthly branded searches moved from 550K to 368K.
  • Across the 12 months ending October 2026, Playmobil’s share of searches among toy brands worldwide moved from 6.8% to 6.6%, and its estimated monthly branded searches moved from 1.5M to 1M.

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

2 changes

  1. In October 2026, MAGNA-TILES overtook Fisher-Price to rank 4th among toy brands worldwide, with 2.4% of the searches.

  2. In October 2026, Playmobil gained share of searches among toy brands worldwide, from 5.6% to 6.6%.

How are MAGNA-TILES’s and Playmobil’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using MAGNA-TILES’s and Playmobil’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.

MAGNA-TILES

1 branded search term

  • magna tiles

Playmobil

1 branded search term

  • playmobil

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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