Bandai vs Hot Toys:Which is more popular?
In September 2026, Bandai and Hot Toys were level in searches among action figure brands worldwide, with an estimated 301K branded searches each, at 9% of the total each. When we asked ChatGPT and Google AI Overviews about action figure brands, Hot Toys appeared in all four answers and Bandai in two. Bandai and Hot Toys were each mentioned first in two of the four answers.
Who do people search for more?
Bandai and Hot Toys are searched for about as often as each other.
Who does AI mention more?
Hot Toys, mentioned in every answer we collected
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top action figure brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Hot Toys appeared in all four answers. Bandai was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Bandai and Hot Toys were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Hot Toys4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Hasbro4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
NECA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
McFarlane4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Bandai2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
MAFEX2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Barbie0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Funko0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about action figure brands
4 answers
Asked ChatGPT
“Which action figure brand should I buy?”
Asked ChatGPT
“What are the best action figure brands?”
Asked ChatGPT
“What's the best action figure brand for collectors?”
Searched Google, AI Overview
“action figures”
Searched Google, AI Overview
“collectible action figures”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Bandai or Hot Toys more popular in search?
This chart shows how often people search Google for Bandai and Hot Toys by name. Each line represents a brand's share of searches for all eight action figure brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Bandai, Hot Toys. The figures are in the table below the chart.
View monthly share of searches table
| Month | Barbie | Funko | Bandai | Hot Toys | Hasbro | NECA | MAFEX | McFarlane |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.8% | 18% | 5.4% | 6.6% | 5.4% | 2.9% | 0.72% | 1.3% |
| Nov 2025 | 54.5% | 24.3% | 6% | 6% | 4.9% | 2.7% | 0.66% | 0.99% |
| Dec 2025 | 59.8% | 21.8% | 4.4% | 5.4% | 4.4% | 2.4% | 0.72% | 1.1% |
| Jan 2026 | 55.7% | 20.4% | 6.1% | 7.5% | 5% | 2.2% | 0.82% | 2.2% |
| Feb 2026 | 58.2% | 17.5% | 6.4% | 6.4% | 6.4% | 2.9% | 0.71% | 1.6% |
| Mar 2026 | 61.6% | 15.1% | 6.8% | 5.5% | 5.5% | 3% | 0.75% | 1.7% |
| Apr 2026 | 62.8% | 12.6% | 6.9% | 6.9% | 5.6% | 2.5% | 0.93% | 1.7% |
| May 2026 | 56.2% | 16.9% | 7.6% | 7.6% | 6.2% | 2.8% | 1% | 1.9% |
| Jun 2026 | 59.2% | 14.6% | 8% | 6.5% | 6.5% | 2.9% | 1.1% | 1.3% |
| Jul 2026 | 54.9% | 13.5% | 11% | 7.4% | 7.4% | 3.3% | 0.99% | 1.5% |
| Aug 2026 | 52.2% | 15.7% | 10.5% | 10.5% | 5.7% | 2.6% | 1.4% | 1.4% |
| Sep 2026 | 54.6% | 16.4% | 9% | 9% | 6% | 2.7% | 1.2% | 1.2% |
How has the Bandai and Hot Toys comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Bandai took it in March 2026.
- Across the 12 months ending September 2026, Bandai’s share of searches among action figure brands worldwide moved from 5.4% to 9%, and its estimated monthly branded searches moved from 201K to 301K.
- Across the 12 months ending September 2026, Hot Toys’ share of searches among action figure brands worldwide moved from 6.6% to 9%, and its estimated monthly branded searches moved from 246K to 301K.
How did search popularity change for action figure brands worldwide in September 2026?
2 changes
In September 2026, Bandai lost share of searches among action figure brands worldwide, from 10.5% to 9%.
In September 2026, Hot Toys lost share of searches among action figure brands worldwide, from 10.5% to 9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bandai’s and Hot Toys’ 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.
Other head-to-heads among action figure brands
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