Barbie vs VTech:Which is searched more?
In September 2026, Barbie had more branded searches than VTech among toy brands worldwide. Barbie was estimated to have 1.8M branded searches compared to VTech’s 248K, and held a 12.5% Share of Search versus VTech’s 1.7%. These are worldwide searches for English-language branded terms.
Follow Barbie vs VTech 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 VTech?
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, VTech. 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 VTech comparison changed over the last 12 months?
3 findings
- Barbie was ahead of VTech 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, VTech’s estimated Share of Search among toy brands worldwide moved from 2.2% to 1.7%, and its estimated monthly branded searches moved from 346K to 248K.
How did search popularity change for toy brands worldwide in September 2026?
2 changes
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 VTech’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.