Barbie vs Fisher-Price:Which is searched more?
In September 2026, Barbie had more branded searches than Fisher-Price among toy brands worldwide. Barbie was estimated to have 1.8M branded searches compared to Fisher-Price’s 246K, and held a 12.5% Share of Search versus Fisher-Price’s 1.7%. These are worldwide searches for English-language branded terms.
Follow Barbie vs Fisher-Price and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Barbie or Fisher-Price?
Compare the toy brands shoppers choose between. 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 Barbie, Fisher-Price. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Playmobil | VTech | Fisher-Price | Hasbro | Melissa & Doug | Spin Master |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 72.2% | 14.6% | 6.5% | 2.2% | 2% | 1.3% | 0.88% | 0.39% |
| Nov 2025 | 76.5% | 10.3% | 6.9% | 1.9% | 2.1% | 0.93% | 1.1% | 0.28% |
| Dec 2025 | 78.5% | 10.5% | 5.8% | 1.6% | 1.7% | 0.77% | 0.78% | 0.28% |
| Jan 2026 | 80.5% | 10.9% | 4% | 1.4% | 1.5% | 0.97% | 0.54% | 0.29% |
| Feb 2026 | 76.4% | 12.6% | 5.7% | 1.6% | 1.4% | 1.4% | 0.63% | 0.34% |
| Mar 2026 | 73.9% | 14.9% | 5.5% | 1.6% | 1.6% | 1.3% | 0.73% | 0.33% |
| Apr 2026 | 74.1% | 14.9% | 5.5% | 1.6% | 1.6% | 1.3% | 0.61% | 0.33% |
| May 2026 | 76.7% | 12.6% | 4.7% | 1.7% | 1.7% | 1.4% | 0.63% | 0.51% |
| Jun 2026 | 77.3% | 12.7% | 4.7% | 1.6% | 1.4% | 1.4% | 0.63% | 0.28% |
| Jul 2026 | 76.5% | 12.6% | 4.6% | 1.8% | 1.7% | 1.7% | 0.76% | 0.34% |
| Aug 2026 | 75.8% | 12.5% | 5.6% | 1.7% | 1.7% | 1.4% | 0.92% | 0.34% |
| Sep 2026 | 75.9% | 12.5% | 5.6% | 1.7% | 1.7% | 1.4% | 0.93% | 0.34% |
How has the Barbie and Fisher-Price comparison changed over the last 12 months?
3 findings
- Barbie was ahead of Fisher-Price in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Barbie’s estimated Share of Search among toy brands worldwide moved from 14.6% to 12.5%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
- Across the 12 months ending September 2026, Fisher-Price’s estimated Share of Search among toy brands worldwide moved from 2% to 1.7%, and its estimated monthly branded searches moved from 301K to 246K.
How did search popularity change for toy brands worldwide in September 2026?
2 changes
Estimated monthly branded searches for Barbie worldwide fell 18.3% over 12 measured months, from 2.2M to 1.8M in September 2026.
Estimated monthly branded searches for Fisher-Price worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.
Other head-to-heads among toy brands
How each brand is measured
Brandwave collects information about searches that people make online using Barbie’s and Fisher-Price’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.
Barbie
1 branded search term
- barbie
Fisher-Price
1 branded search term
- fisher price
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.