Barbie vs Hape:Which is more popular?
In September 2026, Barbie had more branded searches than Hape among toy brands worldwide. Barbie had about 1.8 million branded searches, while Hape had 40,500. Barbie made up 12.3% of all toy brand searches we track, and Hape accounted for 0.27%. When we asked ChatGPT and Google AI Overviews about toy brands, Hape appeared in two of the four answers and Barbie in one. Barbie and Hape were each mentioned first in one of the two answers that named either.
Who do people search for more?
Barbie, about 45 searches for every 1 for Hape
Who does AI mention more?
Hape, mentioned in 2 of 4 answers, Barbie in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top toy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Hape was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Barbie was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Barbie and Hape were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Melissa & Doug1st
LEGO2nd- Fisher-Price3rd
Playmobil4th
MAGNA-TILES5th
Learning Resources6th- Hape7th
- Barbie8th
Hasbro9th
VTech–- +1 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
See every answer about toy brands
4 answers
Asked ChatGPT
“Which toy brand should I buy?”
Asked ChatGPT
“What are the best toy brands?”
Asked ChatGPT
“What's the best toy brand for young children?”
Searched Google, AI Overview
“toy brands”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“educational toy brand”
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 Barbie or Hape more popular in search?
This chart shows how often people search Google for Barbie and Hape by name. Each line represents a brand's share of searches for all 11 toy brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Barbie, Hape. The figures are in the table below the chart.
View monthly share of searches table
| Month | LEGO | Barbie | Playmobil | VTech | Fisher-Price | MAGNA-TILES | Hasbro | Melissa & Doug | Spin Master | Hape | Learning Resources |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.5% | 14.2% | 6.4% | 2.2% | 1.9% | 1.9% | 1.3% | 0.86% | 0.38% | 0.31% | 0.05% |
| Nov 2025 | 74.3% | 10% | 6.7% | 1.8% | 2% | 2.5% | 0.9% | 1.1% | 0.27% | 0.27% | 0.08% |
| Dec 2025 | 76.7% | 10.3% | 5.6% | 1.5% | 1.7% | 2.1% | 0.76% | 0.76% | 0.28% | 0.23% | 0.05% |
| Jan 2026 | 79.3% | 10.7% | 3.9% | 1.4% | 1.4% | 1.2% | 0.96% | 0.53% | 0.29% | 0.24% | 0.03% |
| Feb 2026 | 74.9% | 12.3% | 5.6% | 1.6% | 1.4% | 1.7% | 1.4% | 0.61% | 0.33% | 0.27% | 0.08% |
| Mar 2026 | 72.5% | 14.6% | 5.4% | 1.6% | 1.6% | 1.6% | 1.3% | 0.72% | 0.32% | 0.32% | 0.04% |
| Apr 2026 | 72.8% | 14.7% | 5.4% | 1.6% | 1.6% | 1.3% | 1.3% | 0.6% | 0.32% | 0.32% | 0.04% |
| May 2026 | 75.6% | 12.5% | 4.6% | 1.7% | 1.7% | 1.1% | 1.4% | 0.62% | 0.5% | 0.34% | 0.04% |
| Jun 2026 | 76.2% | 12.6% | 4.6% | 1.5% | 1.4% | 1.1% | 1.4% | 0.62% | 0.28% | 0.28% | 0.04% |
| Jul 2026 | 75.2% | 12.4% | 4.6% | 1.8% | 1.7% | 1.4% | 1.7% | 0.75% | 0.34% | 0.27% | 0.04% |
| Aug 2026 | 74.3% | 12.3% | 5.5% | 1.7% | 1.6% | 1.6% | 1.3% | 0.91% | 0.33% | 0.27% | 0.04% |
| Sep 2026 | 74.4% | 12.3% | 5.5% | 1.7% | 1.6% | 1.6% | 1.3% | 0.91% | 0.33% | 0.27% | 0.05% |
How has the Barbie and Hape comparison changed over the last 12 months?
3 findings
- Barbie was ahead of Hape in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Barbie’s share of searches among toy brands worldwide moved from 14.2% to 12.3%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
- Across the 12 months ending September 2026, Hape’s share of searches among toy brands worldwide moved from 0.31% to 0.27%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for toy brands worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Barbie’s and Hape’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.
Other head-to-heads among toy brands
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