Airfix vs Tamiya:Which is more popular by branded search?
In August 2026, Tamiya had more branded searches than Airfix among model kit manufacturers worldwide. Tamiya was estimated to have 165K branded searches compared to Airfix’s 40.5K, and held a 21.7% Share of Search versus Airfix’s 5.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Airfix or Tamiya?
Compare the model kit manufacturers 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 Tamiya, Airfix. The figures are in the table below the chart.
View monthly share of search table
| Month | Trumpeter | Tamiya | Revell | Airfix | Hasegawa | Italeri |
|---|---|---|---|---|---|---|
| Oct 2025 | 54.3% | 24.3% | 7.3% | 6% | 4.9% | 3.3% |
| Nov 2025 | 51% | 22.8% | 10.2% | 8.4% | 4.6% | 3.1% |
| Dec 2025 | 51.4% | 23% | 10.3% | 6.9% | 4.6% | 3.8% |
| Jan 2026 | 51.6% | 23% | 8.5% | 8.5% | 4.6% | 3.8% |
| Feb 2026 | 52.3% | 23.5% | 8.6% | 7% | 4.7% | 3.9% |
| Mar 2026 | 57.3% | 21% | 7.7% | 6.3% | 4.2% | 3.5% |
| Apr 2026 | 53.5% | 24% | 7.2% | 7.2% | 4.8% | 3.2% |
| May 2026 | 58.8% | 21.6% | 6.5% | 5.3% | 4.3% | 3.5% |
| Jun 2026 | 50.5% | 27.7% | 6.8% | 6.8% | 4.5% | 3.7% |
| Jul 2026 | 49.7% | 27.3% | 8.2% | 6.7% | 4.5% | 3.7% |
| Aug 2026 | 59.2% | 21.7% | 6.5% | 5.3% | 4.4% | 2.9% |
| Sep 2026 | — | — | — | — | — | — |
How has the Airfix and Tamiya comparison changed over the last 12 months?
3 findings
- Tamiya was ahead of Airfix in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Airfix’s estimated Share of Search among model kit manufacturers worldwide moved from 6% to 5.3%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- Across the 11 months ending August 2026, Tamiya’s estimated Share of Search among model kit manufacturers worldwide moved from 24.3% to 21.7%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for model kit manufacturers worldwide in August 2026?
2 changes
In August 2026, Tamiya lost estimated Share of Search among model kit manufacturers worldwide, from 27.3% to 21.7%.
In August 2026, Airfix lost estimated Share of Search among model kit manufacturers worldwide, from 6.7% to 5.3%.
How each brand is measured
Brandwave collects information about searches that people make online using Airfix’s and Tamiya’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.
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.