---
title: "Mattel brands and Share of Search"
description: "The brands Mattel markets worldwide, and where to find each one's branded demand. Demand belongs to each brand, so the brands are never added together."
canonical: "https://gobrandwave.com/demand/global-en/companies/mattel"
publisher: "Brandwave"
---

# Mattel brands and Share of Search

The brands Mattel markets worldwide, and where to find each one's branded demand. Demand belongs to each brand, so the brands are never added together.

## Key facts

- **Company**: Mattel
- **Market**: Global
- **Brands tracked**: 2
- **Measured through**: Aug 2026
- **Combined demand figure**: Not published; demand belongs to each brand

## Brands this company owns

| Brand | Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- | --- |
| Barbie | Action figure brands | 1 | 59.2% | 1.8M |
| Barbie | Board game brands | 1 | 81.6% | 1.8M |
| Barbie | Toy brands | 2 | 12.9% | 1.8M |
| Fisher-Price | Baby bath tubs | 2 | 35.8% | 246K |
| Fisher-Price | Baby bouncers | 2 | 26% | 246K |
| Fisher-Price | Baby play mats | 3 | 9.7% | 246K |
| Fisher-Price | Baby rockers | 2 | 26.7% | 246K |
| Fisher-Price | Baby toys | 1 | 48.1% | 246K |
| Fisher-Price | Metal detector brands | 1 | 39.1% | 246K |

- [Barbie](/demand/global-en/brands/barbie)
- [Fisher-Price](/demand/global-en/brands/fisher-price)

## Brand competitors

- [LEGO](/demand/global-en/brands/lego): 1st place in Toy brands worldwide estimated Share of Search at 78.5% in Aug 2026.
- [Infantino](/demand/global-en/brands/infantino): 1st place in Baby play mats worldwide estimated Share of Search at 71.9% in Aug 2026.
- [Munchkin](/demand/global-en/brands/munchkin): 1st place in Baby bath tubs worldwide estimated Share of Search at 53.6% in Aug 2026.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Mattel brands and Share of Search". https://gobrandwave.com/demand/global-en/companies/mattel

This page is also available as HTML at https://gobrandwave.com/demand/global-en/companies/mattel. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.