Barbie vs Melissa & Doug:Which is more popular by branded search?
In August 2026, Barbie had more branded searches than Melissa & Doug among toy brands worldwide. Barbie was estimated to have 1.8M branded searches compared to Melissa & Doug’s 390, and held a 13.1% Share of Search versus Melissa & Doug’s <0.01%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Barbie or Melissa & Doug?
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, Melissa & Doug. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Playmobil | Hasbro | Spin Master | Melissa & Doug |
|---|---|---|---|---|---|---|
| Oct 2025 | 76% | 15.3% | 6.8% | 1.4% | 0.41% | <0.01% |
| Nov 2025 | 80.6% | 10.9% | 7.3% | 0.98% | 0.29% | <0.01% |
| Dec 2025 | 81.9% | 11% | 6% | 0.81% | 0.3% | <0.01% |
| Jan 2026 | 83.3% | 11.2% | 4.1% | 1% | 0.3% | <0.01% |
| Feb 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Mar 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| Apr 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| May 2026 | 80% | 13.2% | 4.8% | 1.4% | 0.53% | <0.01% |
| Jun 2026 | 80.2% | 13.2% | 4.9% | 1.5% | 0.29% | <0.01% |
| Jul 2026 | 79.9% | 13.2% | 4.8% | 1.8% | 0.36% | <0.01% |
| Aug 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the Barbie and Melissa & Doug comparison changed over the last 12 months?
3 findings
- Barbie was ahead of Melissa & Doug in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands worldwide moved from 15.3% to 13.1%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
- Across the 11 months ending August 2026, Melissa & Doug’s estimated Share of Search among toy brands worldwide held steady at <0.01%, and its estimated monthly branded searches moved from 480 to 390.
How did search popularity change for toy brands worldwide in August 2026?
2 changes
Estimated monthly branded searches for Melissa & Doug worldwide fell 18.8% over 11 measured months, from 480 to 390 in August 2026.
Estimated monthly branded searches for Barbie worldwide fell 18.3% over 11 measured months, from 2.2M to 1.8M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Barbie’s and Melissa & Doug’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
Melissa & Doug
1 branded search term
- melissadoug toys
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.